Chain success in the UK

The UK arm of the Hangzhou Donghua Chain Group, which Bob Wellsbury heads up, was created in 2009 and has doubled its turnover year-on-year to become one of the country’s leading chain suppliers.  

The company attributes one of the reasons for its success to the fact that it only sells direct to OEMs and distributors.

Bob says: "It’s important to support our UK network of dealers and our company ethos has always been to never sell direct, but rather promote our products via our dealers for local supply. Designing products specifically for distribution, such as our Universal Attachment chain which we are now building in the UK, means that dealers are able to offer their own customers greater choice and enhanced availability. It’s a win-win situation for Donghua and we consider our dealer network as an extension of our own sales team.” 

Bob has spent the last year investing in the production of bespoke Attachment Chain in the UK and the expansion of a technical workshop in the heart of the Black Country which has a long tradition of metalworking.

Donghua is now looking for larger premises to cope with customer demand.