Adam Gillard, Cutwel Ltd"We’ve been impressed with the Partners Group’s strategic approach which has helped us to clarify our market positioning and future growth strategy."

Adam Gillard, CEO, Cutwel Ltd 

Shaping Cutwel's growth strategy

The Brief

Cutwel is a leading supplier of cutting tools to engineers throughout the UK and Ireland.  Following an MBO in 2018, the business had grown from a family run firm to a multi-million-pound turnover company, with a new management team with private equity backing.  By 2021 the company had reached a turnover of £20m and employed more than 80 staff. 

Like many successful businesses it had focused on its growth strategy: developing operational efficiencies, training customer service and technical teams, and introducing high quality products to its range. However, its communications strategy had not moved forward at the same speed as other changes in the business. 

So the team turned to us to help tell the company’s new story: its scale, success and growth ambitions to reach £35m turnover in the next five years.

The Campaign

Partners delivered a message workshop, helping Cutwel to segment its customer groups and tailor its messaging to the needs of each audience, creating a clearer communications strategy for the business as it entered its next phase of growth and development. 
It was agreed that a brand refresh should coincide with the launch of the new strategy and the company’s 25th anniversary, which also included donations to four local charities, along with customer and staff celebrations throughout the year.
Partners created the new brand identity along with new sales and marketing materials and supported the internal team to review the company website in line with the new corporate messaging.

New Cutwel logo

The Services

Public Relations
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Message workshop
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Content design
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Regional B2B
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The Results

Adam Gillard, CEO of Cutwel says: “We’ve been impressed with the Partners team's strategic approach which has helped us to clarify our market positioning and future growth strategy.  They have provided a good mix of strategic thinking backed by down-to-earth advice and solid hands-on support.

“Our business model of having a short supply chain, quality products, highly trained staff and an experienced technical team has proven to be successful and allows us to sell products at more competitive prices, be agile and give better value to customers.

“Our rebrand firmly marks our 25th anniversary and makes a proud statement that better reflects the forward-looking business we are now.” 

Find out how we can help to develop your brand messaging and grow your business.