Embrace Steel Group, established in 2020, is quickly making a name for itself in the steel industry as a key player in providing innovative steel frame building solutions. The company aims to unite top steel design and manufacturing firms under one umbrella, focusing on delivering exceptional products and services across various sectors. In a strategic move, Embrace has successfully acquired two well-known British steel brands: Hambleton Steel Group in 2022 and Shufflebottom in April 2024. These acquisitions are part of Embrace's strategy to identify and integrate UK-based steel and construction businesses with significant growth potential.
Matt Gibson, the Chief Operating Officer of Embrace, outlines the company's mission to modernize and enhance the capabilities of its subsidiaries. “Embrace was founded by entrepreneurs passionate about steel manufacturing. Our goal is to bring together smaller companies with strong customer service and a history of repeat business, all while retaining their unique identities. This strategy not only strengthens our group but also benefits each brand,” he explains. By fostering a culture of collaboration and transparency, Embrace is positioning itself to drive operational improvements and significant growth throughout its acquisitions.
The first major acquisition, Hambleton Steel Group, was founded in 1995 and had been facing challenges in maintaining consistent performance. Gibson notes, “Hambleton needed a cultural shift. By introducing a partnership culture at Embrace, we foster collaboration among employees, sharing financial insights monthly. This approach has empowered our workforce, doubling Hambleton’s turnover within a year.” Such transformative changes have enabled Hambleton to optimize its operations and better leverage its capabilities.
Building on the strengths of Hambleton, Embrace acquired Shufflebottom, a reputable steel fabricator known for its work in the agricultural and equestrian sectors. Gibson highlights the strategic benefits of this acquisition, stating, “Shufflebottom's strong relationships with major contractors in Wales and its specialization in smaller-scale markets complement Hambleton's capabilities. This acquisition allows us to diversify our portfolio and expand our reach across the UK.” The geographical synergy between the two companies is expected to enhance their collaborative potential in tackling larger projects.
Embrace's innovative business model focuses on leveraging the strengths of its subsidiary companies to fuel collective growth. With an impressive turnover of approximately £55 million, Embrace aims to reach the £100 million milestone in the near future. “Our goal is to establish ourselves as one of the key industry leaders within the next five years. By implementing our culture across all companies, we are confident in achieving this ambition,” Gibson asserts.
In addition to strategic acquisitions, Embrace Steel Group is committed to modernizing its subsidiaries' operations. The company has invested significantly in new equipment for Hambleton, including a £1.5 million Voortman line, which enhances fabrication capabilities. Gibson explains, “Investing in advanced machinery is crucial for improving efficiency and profitability. With the rise of robotics in the steel industry, we are also looking into technologies that will benefit our other subsidiaries.”
Sustainability is a core focus for Embrace, addressing the environmental challenges inherent in steel production. Gibson emphasizes, “We view sustainability as both a business model and environmental responsibility. Our customers demand it, so we are actively assessing our carbon footprint and exploring initiatives to reduce it.” The group is considering the implementation of solar panels and the use of electric vehicles while working with suppliers to source steel made with electric arc furnace technology and recycled materials.
Through the successful acquisition of Hambleton and Shufflebottom, Embrace Steel Group is not only strengthening its position in the steel industry but is also committed to creating sustainable solutions for the future. By fostering a culture of collaboration, investing in technology, and prioritizing environmental responsibility, Embrace is poised to revolutionize steel construction, benefiting both its clients and the planet.
