British Adhesives (BRIT-AD LTD) is a family-run business which was set up in late 2019 by Anthony Rook (Tony) and his wife, Sally. In 2024, their son Reece joined the company as well. The Lincolnshire-based company has gained significant market traction over the last five years, with its business supplying adhesives, machinery and spare parts to the woodworking and furniture industry, as well as the UPVC market. Furniture & Joinery Production caught up with managing director Tony Rook to find out more ...
Having gained 30 years’ experience in the adhesives industry, two-thirds of which were spent working for a large global adhesive company as Northern European sales manager, Tony has direct and valuable experience of working with multi-national furniture, panel and door manufacturers such as Ikea, Jeldwen, Resopal, Beauflor and others. This rich insight imbues BRIT-AD LTD with a direct understanding of, and respect for, the challenges and opportunities within the British adhesives marketplace.
Now, BRIT-AD LTD supplies a wide range of adhesives, machinery, equipment and spare parts, representing Barberan for machinery and HB Fuller for speciality reactive hot melt primers, cleaners & EVA hot melts (Tony worked for HB Fuller for over two decades); Chemfix for brick bonding adhesives; Selena for M S Polymer and Silicones, and Gard Chemicals for speciality cleaners.
Among the company’s key target audiences – kitchen, bedroom and furniture industry and the UPVC and wood profile wrapping and flat lamination industries – Tony says his business typically supplies this sector with reactive hot melt products, spare parts and roller refurbishment. On the other hand, he says that BRIT-AD LTD can source anything the customer requests and will spend time doing so, nothing is too obscure or too much trouble. “We love to spend time with our customers, and we guarantee to give them the personal touch – we are in the service and solutions business, so we keep in touch with all our customers on a weekly basis,” says Tony.
The business was set up in October 2019, just a few months before the pandemic started in March 2020, so they feel at home in what is a challenging environment, but Tony acknowledges that his business might not have survived without the commitment of family members and the ability to adapt to the current environment.
“The ability to adapt is key to any successful business, as is a solid personal relationship and home life. Other than the first lockdown, we have visited our customers and traded as normal, we have listened intensely to their requests and increased stock levels as well as stocking new SKU’s monthly.
“We are now probably the largest stockists of profile wrapping and edge banding spare parts in the UK, stocking over 500 different items including Nordson Compatible heated hoses, Slot coater spare parts and offering a 48-hour delivery service on all stocked products
“Business has flourished and to date every month has been a record turnover, so much so that we have had to rent another warehouse!
“Our larger deliveries are handled by a local transport company where they store the bulk adhesives and deliver direct to our customers. We also arrange deliveries for customers direct from the supplier as well as running three vans daily for local deliveries.”
Looking at how the market has influenced the development of the business; Tony’s view is clear and concise. “Our biggest influences are first of all our customers, and also our peers, whose standing we respect, look up to and aspire to be some day – whilst being a confident and individual company with our own initiatives and beliefs.”
This self-awareness and quiet confidence is evidenced by the way the company sets out its simple yet effective customer-focused agenda. “Companies using BRIT-AD LTD can relax knowing we are doing some of the work for them, keeping large stocks of adhesives and spare parts to offer exceptional service (48 hour) taking the stress away from ordering – we are big enough to matter but small enough to care,” says Tony.
“For instance, when there was the raw materials crisis in June 2021 we had stock, and customers who normally purchased directly from large multi-national adhesive manufacturers called us and we set up supply to them inside one week. Once a company has dealt with BRIT-AD LTD they see the benefits for themselves,” says Tony.
Regarding the current trading climate, Tony says he feels BRIT-AD LTD it is well set up to help furniture and joinery manufacturers: “We have stock in a local warehouse, with competitive pricing, and a personal touch with fast and free delivery service. We have a ‘nothing is too much’ attitude, we are 100% customer focused. We acknowledge that the cost-of-living crisis is a problem, but for us, because our overheads are low, we are sure that our customers will not be greatly affected by the current situation. In fact, our customers have in general been fantastic in understanding the issues and our needs when we have had to discuss pricing discrepancies, says Tony.
Looking ahead, what does Tony see for 2025 and 2026? “Our plans for the remainder of 2025 are to employ another salesperson and to have a warehouse operative/picker. Let’s see where we are at in 2025, but I would like to have more delivery vans actively collecting and delivering spare parts, as well as delivering our core adhesive products. “Thanks to all our loyal customers and a special thank you to our amazing suppliers, let’s hope we can continue growing together for the rest of 2025 and beyond.”
07484 341294
