MIM recently caught up with marketing professional Evie Boyle of Warwick Machine Tools, a Droitwich Spa-based company with a long-standing history in the specialised field of EDM (Electrical Discharge Machining). Acquired by Ian Holbeche within the past two decades, WMT has built a reputation for its deep engineering expertise and customer-centric approach.
WMT supplies a wide range of EDM machines, primarily for die-sinking, wire cutting, and hole drilling. Their portfolio includes prestigious global EDM brands such as Excetek and Zimmer & Kreim, offering options for both small scale workshops and large scale manufacturers. Evie Boyle, who also oversees marketing for WMT’s sister company, REM Systems Ltd, (which focuses more on automation, tooling, and software solutions) explains with enthusiasm that these machines are highly versatile and capable of working with hardened materials, making them suitable for a wide range of applications.
Evie noted the company's customer base is extremely diverse, from small workshops to large, multinational corporations.“Sometimes we sell to a customer working from a small tool shop,” she said, “and other times it’s to a global corporation outfitting a full production line”. A testament to the quality and reliability of their machines is the high rate of repeat business, with many customers returning to buy additional machines to support their growing operations. The company's approach of holding stock in their showroom means customers in the UK and Ireland can often have a machine delivered and installed within a week, a significant advantage in an industry where lead times can be lengthy.
The Power of a Physical Presence
Four years ago, WMT relocated from its original site in Warwick to a purpose-built facility in Droitwich Spa. The new location features a professional showroom, which has significantly enhanced their capabilities. This space allows for live demonstrations, where customers can bring in their own parts to test the machines’ performance. Evie emphasised the importance of this, stating, “It does make a difference when they can see the machine,” adding that the showroom helps customers visualise the machine’s size and how it will fit into their own facilities. She also noted the efficiency gained from this new setup, with some customers ordering a machine on the day of their visit and having it shipped out the following week.
A one-stop shop for EDM Solutions
Warwick Machine Tools prides itself on being a “one-stop shop” for its customers. Beyond the sale, the company provides comprehensive training, maintenance, and consumables including tooling and spares from their Droitwich Spa site. This all-encompassing support model ensures that customers don't have to deal with multiple suppliers. “When a customer can get everything, from installation to after-sales support, from one source, it simplifies their whole operation. It just works better when you are speaking to one knowledgeable team”, Evie shared. The company's small, tight-knit team, comprised largely of experienced engineers, enables excellent communication and a proactive approach to customer needs. Although marketing in the manufacturing sector was not Evie’s original career path, Evie feels inspired by the passion of the engineers she works alongside, and is glad to be part of such a knowledgable and professional team.
Their customer-first approach, coupled with their robust product offerings and commitment to customer service, ensures Warwick Machine Tools remains a vital and trusted partner in the UK and Ireland's manufacturing landscape.