The trusted materials manufacturer will increase production capacity in response to growing demand for compounds and large lot masterbatch orders. A new visual identity and website will support their rebrand to ‘Broadway’.
Broadway Colours recently took delivery of a new Leistritz Twin Screw Extruder – ZSE 40 MAXX. This will provide a significant and necessary increase in their pellet production capacity, in response to growing demand for speciality compounds and large lot masterbatch orders. The introduction of their 11th extruder will also allow for anticipated further growth of their compounding service.
Broadway’s new production line will have identical architecture to their existing lines, differing only in scale. This will allow them great flexibility in scheduling work. Broadway say this will help them maintain fast turnaround times for customers, whilst they meet requirements to manufacture more large lot orders. Freeing up capacity on their existing machines means they can continue to fulfil smaller orders efficiently too.
Broadway’s Special Project Team is deployed to respond to niche customer requirements. They worked at length with SI Protech to meet their challenge of compounding a polyethylene polymer with a very fine powder component. Months of development achieved the optimal result, leaving SI Protech with a very happy customer. Vasco Miguel, Operations Manager at SI Protech (UK) Ltd said it was vital to ensure a consistent dosage percentage of both materials to make a product capable of functioning at a very tight tolerance. He said the project was an absolute success for SI Protech and he spoke positively of his experience in working with Broadway;
“Our experience with Broadway has always been positive, their biggest advantage is their great customer service and response time, this combined with a very good lead time for non standard colours makes Broadway one of the best masterbatch and compound suppliers that we have worked with.”
Broadway Sales Manager Chris Bird spoke about the rewards of successful development work;
‘’We love a challenge and in particular facilitating a customer’s niche requirements. Learning of positive trials resulting from our development work is hugely rewarding. We cater for a variety of customer needs and our production set up allows us to be flexible in our approach. We take on projects of all shapes and sizes. Some require more development than others, but every new requirement can be a learning opportunity. Receiving positive feedback is fantastic for our team, it proves their dedication and expertise is valued.”
Broadway have seen a considerable increase in volume in both roto powder and pellet production. This will continue into 2022 as site reconfigurations take place to support the increase in production which the new line will deliver. Further work includes the expansion of Broadway’s mixing room, as well as the creation of an improved QC area and new production offices. This follows significant investments already made in a new laboratory and reconfigured site entrance. Broadway say that all their site developments have been considered holistically, to allow for both increased capacity and smooth operations.
In order to support business growth outside colour masterbatch, the business has announced a rebrand. Now simply knows as Broadway (dropping ‘Colours’), this change will be supported by a new strapline “Your road to perfect polymer”. Along with this comes a modernised visual identity and a new website. Marketing Manager James Rous explained:
“Broadway are a serious player in the UK masterbatch and roto markets. Our old identity was focussed very much on colour. This will remain a key part of our offering, but we see huge potential to expand our production of bespoke compounds and additives. We’ve just taken delivery of a new Leistritz Extruder to support this growth. It’s vital we communicate the depth of our product range effectively. Moulders rely on us for our high-quality, consistent materials and quick turnarounds. The business deserves an identity which appropriately conveys our expertise, scale, niche offerings and the overall calibre and breadth of our products and service. As such, we have a new strapline and we’ve removed ‘Colours’ from our name, embracing the fact that many people in the industry know us simply as ‘Broadway’ already.
We identified a need to update our website in order to provide users with an improved experience and a more comprehensive offering. This project has been a key focus for me since joining Broadway. We partnered with a leading digital design agency and we’re thrilled with the results. Our new site will be visually appealing, easy to navigate and will deliver better content. In 2022, further investments in video and photography will allow us to showcase our expert staff and recent site upgrades – including our fantastic new laboratory.”
Broadway recently sponsored a local, youth football team. Managing Director Joe Maynard said this provided a great opportunity to launch the new brand locally:
“We’re a community spirited business and we’re delighted to sponsor Halesworth Town Juniors. Their shirt sponsorship was actually the first time our new logo was used externally. I’m really pleased with our new look and I hope our customers love it too. A rebrand seemed appropriate as we prepare to celebrate our 25th anniversary. The sponsorship is a great way to raise awareness of Broadway in the local community. We’re still growing and continue to offer job opportunities in the area.”
Broadway’s plans for continued growth include a particular focus on the German market. Sales Director Nick Barber spoke about how the new brand will help Broadway achieve their objectives:
“We formed Broadway Gmßh, to expand our sales into the European mainland. This will be the face of Broadway in Germany initially and Europe in the coming years. We won’t lose sight of our family values – we’re an independently run, family business, but we’re becoming a large organisation. Our turnover, production capacity, workforce and customer base has grown year on year – even through the pandemic. We intend to maintain this momentum as we look towards our 25th anniversary in 2022. Our materials are specified by well-known brands and are used across many market sectors. We need a brand identity which reflects our scale and professionalism and gives confidence to prospective customers. We feel our new name, strapline, visual identity and website will position us well.”
Broadway’s new website will launch early in the new year.