Bridgnorth Aluminium's new general manager targets domestic and international growth

Ilias Avgerinos recently joined Bridgnorth Aluminium (BAL)’s senior leadership team and is already looking to build on a transformational two years that has seen the business return to 24/7 production and capitalise on new investments in the cast house and finishing lines.

The experienced industrialist, who has served in several senior roles at parent company Viohalco Group, believes there are significant opportunities for growth in North America and in new markets, such as electrification, energy and defence, where the firm’s flexibility and technical expertise can add value.

He also feels the domestic market offers untapped potential, with aluminium now classed as a critical material and UK firms showing a desire to shorten supply chains and claim greater control of production.

"This is a very exciting time to be joining Bridgnorth Aluminium, a company I know well after sitting on the board since 2024," explained Avgerinos, who holds a degree in chemical engineering from the National Technical University of Athens. "We are the UK’s only coil aluminium rolling mill and play a critical role in sectors ranging from printing, building and construction, packaging and, increasingly, energy storage. Recent investment has increased our capacity and the ability to explore new markets, and this has seen us grow sales and return to round the clock production in Bridgnorth.

"My role will be to build on the progress we have made since 2024. I have strong commercial and technical knowledge and a track record of introducing new projects at my previous roles at Elvalhalcor and SYMETAL," he continued. "The Viohalco Group is hugely committed to the success of BAL, and we are currently discussing future investments that will strengthen our capability to attract new orders to the UK."

Avgerinos replaces Gerhard Trilling as general manager at Bridgnorth Aluminium, following one of the most challenging periods in the firm’s history. Strategic investments and major process upgrades have brought BAL back to full operational performance within two years and driven an order book that now tops £300m.

"A big part of my focus will be on the 360 people that work at our site on Stourbridge Road. They are the heartbeat of what we do and, if we are going to achieve our expansion plans, we need to retain and develop our committed workforce and attract more talent through our evolving apprenticeship and recruitment programmes," said Avgerinos. "Our leadership team is doing an excellent job and I’m keen to support them by encouraging greater collaboration across different departments, stronger communication within the company and developing more opportunities for professional growth."

Avgerinos will be joined in the senior leadership team by another high-profile hire, with Nikolina Austin recently announced as head of HR at Bridgnorth Aluminium.

The experienced human resource specialist arrives after spending more than a decade at online retailer Amazon and will be responsible for introducing new ‘people-centric’ measures across the business and supporting ongoing recruitment drives.

"Bridgnorth Aluminium has a special place in the heart of this town, with many generations of families proud to work here," she affirmed. "I want us to nurture this unique culture and make it central to our business going forward, supporting people to progress within the company and using it to attract the best talent here. It’s an exciting time to be involved in aluminium in the UK."