New President, Emanuele Gelosa, and Sales Manager, Paul Mallon, explain how Britain’s largest wood finishes manufacturer is investing in products, people and partnerships to drive its next phase of growth.
Professional Woodworking Expo (PWE) provided the ideal opportunity to catch up with the new leadership team at Morrells Woodfinishes, where President Emanuele Gelosa and Sales Manager Paul Mallon outlined an ambitious vision for the company’s next phase of development.
Although Emanuele had only been in post for a matter of weeks, it was clear he had already developed a strong understanding of both the business and the opportunities ahead. Having spent time meeting customers, presenting at the exhibition and discussing the latest developments in finishing technology with machinery manufacturers and industry colleagues, he left the event convinced that the woodworking sector is entering an exciting period of change.
That optimism is shared throughout Morrells, where the focus is now firmly on investment, innovation and supporting customers as manufacturing continues to evolve. Paul, who has spent 20 years with Morrells before recently being promoted to Sales Manager, believes the new direction is already creating fresh opportunities for both the business and its customers. With plans to introduce new products, embrace emerging technologies and expand into new markets, he says the company is well placed to build on its long-established strengths while responding to changing customer demands.
Building on strong foundations
For Emanuele, Morrells already possesses many of the qualities needed for longterm success. The company combines one of the industry’s most respected brands with a modern manufacturing facility in Stockport, an extensive branch network throughout the UK and Ireland and decades of experience supporting furniture and joinery manufacturers.
Rather than changing direction completely, his ambition is to build on those strengths while broadening the company’s capabilities. “We have the talent, we have the sales network and we have the distribution,” he explained. “Now we need to complete the product portfolio.”
That will involve expanding Morrells’ manufacturing capability, particularly in waterborne technologies, fire-rated coatings and other advanced finishing systems, supported by continued investment in research, development and production over the next 12 to 18 months.
Backing British manufacturing
A recurring theme throughout our conversation was Emanuele’s belief that changing market conditions are creating fresh opportunities for UK manufacturers.
Rising transport costs, increasingly complex international supply chains and the growing need for production flexibility are encouraging more furniture and joinery manufacturers to bring finishing operations back in-house. Businesses that once outsourced significant elements of their finishing process are now investing in their own facilities to gain greater control over lead times, quality and product choice.
For Morrells, that represents a significant opportunity. “I don’t see why a UK manufacturer cannot compete with imported products,” Emanuele said. “Being based in the UK for UK customers is becoming a real advantage.”
It was a message that reflected many of the wider discussions taking place throughout PWE, where manufacturers, machinery suppliers and finishing specialists were all focused on improving productivity, strengthening supply chains and investing in new production technologies.
Technology driving change
Technology is another area where Emanuele believes the industry is moving rapidly.
Waterborne coatings continue to gather momentum, while developments in LED and excimer curing technologies are helping manufacturers reduce energy consumption and improve efficiency. At the same time, increasing investment in finishing equipment across Europe demonstrates that many manufacturers are choosing to retain greater control of their production processes.
For Morrells, keeping pace with those developments is essential. Expanding the product portfolio is only part of the strategy; ensuring customers have access to the technical knowledge and support needed to adopt new technologies will be equally important.
Broadening the customer base
While Morrells has built a strong reputation supporting independent joinery businesses through its nationwide branch network, the company is also looking to strengthen relationships with larger furniture, kitchen and panel manufacturers.
The objective is not to move away from existing customers but to build on those long-standing relationships while developing new opportunities in sectors where investment in finishing capability is accelerating.
For Paul, that represents one of the most exciting aspects of the company’s future. “It’s about opening new markets, bringing in new products and embracing new technologies,” he said. “The environmental side is important too. Waterborne is where we’re going.”
A renewed sense of purpose
Having spent two decades with Morrells, Paul has witnessed many changes within the business but believes the appointment of Emanuele has already created a renewed sense of purpose.
Asked how the changes had affected him personally, he laughed. “My wife thinks I’ve been beamed up by aliens! It’s like having the shackles taken off. The training wheels are off – let’s go.”
That enthusiasm is reflected across the wider business, with investment, product development and customer support all forming part of a long-term strategy designed to strengthen Morrells’ position across the UK and Ireland.
Looking ahead
Although Emanuele has only recently taken the helm, the direction of travel is already clear. Completing the product portfolio, investing in manufacturing capability and supporting customers through changing technologies will all form part of Morrells’ strategy over the coming months, while Paul and his team focus on developing new opportunities across existing and emerging markets.
If the conversations at PWE were anything to go by, Morrells is entering its next chapter with renewed confidence. The foundations are already in place, the ambitions are clearly defined and, as Emanuele concluded, the objective is simple.
“As Britain’s largest wood finishes manufacturer, Morrells’ ambition is no longer about scale. Instead, Emanuele’s focus is on reputation, product leadership and becoming the first choice for furniture and joinery manufacturers across the UK. Our agenda is to be recognised as the best and most progressive UK woodfinishes manufacturer.”
