Embrace Steel Group Welcomes New CEO, Martin Kelly
Embrace Steel Group, a leading provider of steel frame building solutions, has recently appointed Martin Kelly as its new CEO, completing the company’s leadership team. Kelly’s extensive experience in the UK construction industry is expected to guide Embrace Steel Group through an exciting phase of growth and expansion. Known for his strategic insights and leadership acumen, Kelly previously served as the strategic business development director at Severfield plc, a prominent FTSE 250 specialist contractor.
In his former role at Severfield, Kelly played a pivotal part in shaping the company's long-term strategy, overseeing mergers and acquisitions activities, and ensuring smooth integration of acquired businesses. Additionally, his earlier tenure at KPMG as part of their Construction and Infrastructure team adds a wealth of experience to his new role at Embrace Steel Group.
Expanding the Leadership Team
Martin Kelly’s appointment completes Embrace Steel Group’s leadership structure, following the earlier appointments of Ross McAdam as CFO in January and Matt Gibson as COO in 2024. The company has seen impressive growth, acquiring two heritage British steel brands, Hambleton Steel (acquired in 2022) and Shufflebottom (acquired in April 2024). These strategic acquisitions align with Embrace’s long-term vision of becoming a major player in the UK steel and construction sector.
Under Kelly’s leadership, Embrace Steel Group plans to focus on operational improvements across its existing brands while continuing to seek out strategic M&A opportunities. Kelly’s expertise in both business development and the steel sector positions him to unlock value and growth for the company.
A Promising Future for Embrace Steel Group
In his first comments as CEO, Kelly expressed his excitement about joining Embrace Steel Group. He said, “I’m absolutely delighted to become part of this entrepreneurial and acquisitive group at the early stages of growth. I’m confident that Embrace will become a major player in the UK steel industry, and I look forward to helping the business realize this ambition.”
Kelly further emphasized the potential for growth, noting that Embrace already holds two exciting and complementary businesses within its portfolio. His extensive experience in the construction industry is expected to drive the group’s plans for operational improvements and the identification of new business opportunities.
Industry Insights from Embrace’s Chairman
Richard Whiting, the chairman of Embrace Steel Group, welcomed Kelly’s appointment, highlighting the strategic importance of his industry expertise. “We are thrilled to welcome Martin to the Embrace team. Martin truly understands the width and breadth of the industry, and his senior-level experience at leading UK steel and construction businesses will stand us in great stead as we grow the Embrace group over the coming years,” said Whiting.
This leadership change is part of Embrace Steel Group's broader strategy to solidify its position in the competitive UK steel market, combining traditional expertise with modern operational strategies and innovation.
A Look at Embrace’s Growth Strategy
Embrace Steel Group’s recent acquisitions, including Hambleton Steel and Shufflebottom, have helped the company expand its footprint in the steel sector. The group’s approach combines operational improvements with strategic investments, enabling Embrace to build on its existing infrastructure while also seeking new growth avenues.
Martin Kelly’s leadership will be critical in guiding Embrace Steel Group’s future acquisitions and partnerships, positioning the company to capitalize on growth opportunities within the steel and construction industries. The company’s goal is not only to enhance operational efficiencies but also to become a driving force in the UK steel industry, combining expertise with cutting-edge innovation.
Key Takeaways:
• Embrace Steel Group has appointed Martin Kelly as its new CEO to spearhead growth and operational improvements.
• Kelly brings extensive experience from Severfield plc and KPMG, making him well-equipped to lead Embrace’s strategic initiatives.
• The company has made two significant acquisitions, Hambleton Steel (2022) and Shufflebottom (2024), as part of its growth strategy.
• Embrace’s leadership team is now complete, with Ross McAdam as CFO and Matt Gibson as COO.
• Embrace aims to become a major player in the UK steel and construction sector by improving operations and seeking new M&A opportunities.
• The company is focusing on expanding its presence in the UK steel industry through strategic acquisitions and enhanced operational strategies.
• Embrace Steel Group’s leadership team brings together decades of expertise to navigate the evolving steel market.
