Business is booming for A E Evans right now and it ís all down to a real sense of focus and vision nurtured in recent years.

"We've been working flat-out for the past 18 months," commented Head of Sales and Marketing Paul Jenkins ìand a lot of that is down to the implementation of a comprehensive marketing strategy that puts our existing customers at the centre of our thinking.

"We've also invested heavily in the front end of the business and built a smart new office complex just under a year ago. Weíve added a concrete driveway and weighbridge. These and other factors have improved the quality and consistency of our offering."

The business, established by Albert Evans over five decades ago, operates out of a rural ten acre site near the village of Lightwood Green ten miles South East of Wrexham on the Wales Shropshire border.

The marketing strategy created four years ago has provided A E Evans with a clear path forward that aims to maintain the loyalty of a clearly defined core customer base consisting of many fencing companies, agricultural merchants and trade outlets across England and Wales.

Operations Director Malcolm Williams explained: ìWe are very structured and regimented but still maintain the family values and ethos upon which the business was founded.

"Over the last four years we have developed and evolved the business and sought to avoid the damaging peaks and troughs of our industry by nurturing trusted relationships with our key customers with whom we communicate regularly. We always welcome new business but actively seek to build long term relationships that are mutually rewarding.

"Using the simple ethos of ëgood service and good productsí weíve become a reliable and flexible partner for our customers," added Mal who joined the firm 26 years ago as a mechanic.

Annual increases in turnover of 10% over the past four years suggests the strategy is reaping dividends with a similar approach to the 45 strong workforce bringing additional benefits. Ten staff currently work in the new offices with the rest involved in the production and distribution process.

Paul, who joined the firm seven years ago from a background in the chemical industry, admitted: ìThe biggest factor in our success has been our loyal employees and weíve sought to reward their commitment with better pay, working conditions and training opportunities.

ìWe therefore have a very low staff turnover and this in turn engenders trust with our customers,î said Paul.

Mal went on: "We are all very close and often socialise together and collectively I think we all get a real kick out of satisfying our customersí needs because we feel as though we have a stake in the success. Itís a simple formula but weíve made it strategically important to the way we operate."

Around 20 years ago A E Evans diversified into the production of play equipment and that side of the business has rapidly developed in recent times to account for 25% of turnover.

The focus will always be on timber fencing products including a full range of machine round, half round and traditionally peeled products but the firmís mightily impressive ëthink playí catalogue, website, exhibition and marketing strategy has helped to establish A E Evans play equipment as a genuine market player and a leading brand.

The way A E Evans relates to its suppliers is also testament to this ëwork smarterí strategy. They were one of the pioneers of Archís Tanalith E generation of treatment five years ago and they source most of their timber from sustainable Welsh forests.

Mal continued: ìWe have always aimed to support the local timber harvesters and the need for sustainability is a central tenet of our supply chain strategy.

ìWe work remotely but closely with Arch. We use their treatment software to get the very best performance and effect from the chemicals used. They are always there in the background supporting everything we do and actively encouraging new training initiatives for our staff,î added Mal.

As for the future Paul is wholly positive: ìWe are obviously seeing parts of the economy suffer due to rising costs, and although rising costs are being experienced by us all we are working hard to further increase our efficiencies to help mitigate any increases to our customers.

You rarely come across firms like A E Evans in any industry. They know where they are and they know where they are going regardless of what is happening beyond the gates of their yard. That keen sense of focus is absolutely key to the success of the next five decades at A E Evans.

For more information, call 01978 710445 or visit www.ae-evans.co.uk