Birchills Automotive, a long-established manufacturer from the Black Country, is setting its sights on new growth after receiving valuable business support. The company, which has been in operation since the 1880s, is now taking on its first Ministry of Defence (MoD) contract. This new venture aims to help tackle global emission problems and complements Birchills’ existing work with companies such as Morgan Motor Company and other automotive, car, and motorcycle manufacturers.
The company’s latest move follows support from the Walsall High-Growth Programme. This assistance enabled Birchills to acquire Cheeseman Products, which it has integrated into its factory on Green Lane. The family-run business, led by father and son Andrew and Oliver Wellings, has also received guidance from business growth adviser Gail Jennings on streamlining production processes, promoting sustainable improvements, and enhancing leadership opportunities. This support included navigating available business programmes, leading to a nearly £30,000 grant from Walsall Council. This grant helped fund part of the £60,000 cost for a new tube-bending machine.
Oliver Wellings explained the company’s niche in the market: “There are few companies with the technical capabilities to produce exhaust systems that meet compliance standards while also providing the right acoustics. We offer a complete solution for four-wheel, two-wheel, industrial, off-road, marine, and MoD vehicles.” Birchills’ services cover everything from concept design and prototyping to production, quality testing, assembly, and final product testing.
The acquisition of Cheeseman Products was a significant step for the company. “Thanks to Gail’s support, we were able to integrate the new business smoothly into our operation. We even relocated four experts from Aldershot to help with the transition,” Oliver said.
Oliver, who joined the family business during the tail end of the COVID-19 pandemic, initially focused on supporting the company’s core exhaust system operations. However, he soon saw an opportunity to repurpose scrap waste generated each month into artwork. This led to the creation of a spin-off sculpture business. The sculptures, including a wolf, stag, and eagle, were displayed at the King’s Coronation event in Dubai and are now on display in the Dubai International Financial Centre. A new sculpture, a stainless-steel “Tree of Life,” is currently being created for Manor Hospital in Walsall.
Reflecting on the company’s rapid growth, Oliver added, “There’s still a lot to learn, and being part of the peer-to-peer support group through the Walsall High-Growth Programme has been incredibly helpful. It’s great to exchange ideas with fellow business leaders, and together, we’re exploring new options for managing resources within the business.”
The Walsall High-Growth Programme, funded by the UK Shared Prosperity Fund (UKSPF) and delivered by Oxford Innovation Advice, provides intensive support to businesses in the region. Companies benefit from one-on-one assistance to tackle challenges and implement growth strategies. The programme also offers tailored action plans and access to peer-to-peer support groups, where entrepreneurs and business owners can collaborate to solve problems and share ideas.
Gail Jennings, the business growth adviser, summarized the support provided to Birchills: “Birchills Automotive needed help integrating Cheeseman Products into their operations, and we’ve assisted them with that. We also helped secure funding for a new tube-bender, which will enable the company to explore new opportunities. Oliver is also continuing his business education through the peer-to-peer group. Birchills is exactly the type of business we want to support in Walsall—a world-class manufacturer with a strong focus on growth and leveraging its unique position in the exhaust system market.”
