UK Enterprise 2017

WORLDWIDE BUSINESS REVIEW / UK Enterprise Awards 2017 87 , Best Safety Equipment Manufacturer 2017 & Best Helmet Protection System: Nexus Centurion Safety has beenmanufacturing a premiumrange of protective headwear at its factory in Thetford for over 100 years.We provide an overview into thework of this innovative and dedicatedfirmand examine the secrets behind its longevity and success. Established in 1879, Centurion is a British family business that keeps workers safe around the world. Recently, following years of lack of investment, Centurion has undergone a successful rebranding exercise, which goes much deeper than a logo change, it goes right through the heart of what they stand for, and includes a re-aligned vision and strategy for the future as well as an entirely new look and feel for the organisation internally and externally. Although the business has transformed since its inception in 1879, a critical review in early 2016 indicated the brand was at risk of being left behind in a rapidly changing PPE (personal protective equipment) market. In its traditional markets, Centurion was widely respected and trusted, but limited investment in the brand, products and core infrastructure, meant it risked becoming seen as dated, sleepy and even losing relevance, leaving external audiences in need of something surprising and dynamic and internal stakeholders needing inspiration. With a new CEO on board from December 2015, and additional directors through 2016 and 2017, Centurion sought a step change, embarking upon a new brand positioning, to create focus, energy and reappraisal. The appraisal was not simply a cosmetic change, it went WUK17080 far deeper into the heart of the organisation, re-writing the strategy and focus for the Organisation. The Board of Directors has changed significantly throughout 2016, signalling change from the top. The company went to great lengths to understand the history and heritage, but also talk to customers to understand its brand perception, strengths, weaknesses, as well as where the firm stood in the market place. This has helped the leadership team to shape future direction, and the values that it strives to live by now and in the future. With this research setting the foundation, Centurion set about creating its new positioning, which is specifically designed to leverage Centurion’s specialism and depth of expertise in above-the-neck protection. This differentiates the brand from most of the competition and serves as a future driver for product innovation and other brand behaviours such as head trauma research, insight and education. The new positioning aims to tap into what is unique about protecting the head – the amazing things the head is capable of. The new Centurion brand DNA is: to embrace human ingenuity and keep it safe. This DNA is about celebrating the way in which the industries served (for example engineering, construction, utilities) shape the modern world. Specifically, this is about celebrating the great things men and women can achieve when they use their heads – the problems they solve, the creativity they apply, the judgements they make on a daily basis. Fundamentally, Centurion’s role in this is as an enabler – creating the highest levels of head protection so that workers have the confidence they need to think clearly and be at their best. To really showcase its expertise and specialism, Strategically Centurion identified a key requirement in the market to be that of training and expertise. Therefore, as part of the substantial improvement and investment at Centurion’s head office, a brand new “Clarity Counts University” has been built, which will offer customers, distributor partners, specifiers, wearers, and employees the very best insight and understanding of above-the- neck safety standards and their innovative product range. The renewed building and showrooms mark an exciting chapter. This is a chance for the company to strengthen relationships and create strategic partnerships with customers and suppliers, ensure we offer the best training in a future-thinking working environment, and showcase a range of premium product solutions. Overall, following this investment into the brand and new definition of their strategical direction, Centurion have seen an upturn in sales across the majority of product categories. In comparison to 2016, Centurion’s turnover is up 15% year to date and has exceeded budget figures month on month in 2017. Alongside this, Centurion has also had a healthy upturn in stakeholder engagement, the positive energy that has resulted from Centurion’s rebrand has really captured the attention of not just the internal stakeholder but the market as a whole. Centurion have seen key strategic distributor partner visits to their head office increase by 200% as well as large scale end user companies by a further 150%. As testimony to the hard work and commitment of everyone in the company, Centurion has had an award winning start to 2017, following the rebrand the company has won 5 awards at both brand and product levels. The innovative safety helmet protection system Nexus has been recognised by the safety industry and Centurion as a brand have won awards which both aim to recognise leaders in the industry who prepare, develop and maintain heavy builds around the globe as well as their dedication to uncovering and rewarding the very best in technical innovation. Moving forward the firm will continue to innovate and adapt in order to continue to offer clients the very best solutions which meet their needs. Company: Centurion Safety Contact: Andrew Wood Contact Email: andrew.wood@ centurionsafety.co.uk Address: 21 Howlett way, Fisons Way Industrial Estate, Thetford, Norfolk, IP24 1HZ, UK Phone: 01842 765590 Website: centurionsafety.eu/