The inception of the company was based on the following beliefs:
End users of hot rolled products have invested heavily in state of the art processing including laser and plasma and need a decoiled product suitable for these applications. We have invested in brand new machinery to meet our customer’s needs in terms of flatness controls and service.
The UK market has been dominated by domestic mills for many years but domestic producers of steel will always find it difficult to compete internationally when they import coal, coke and iron ore, use the Worlds most expensive labour force and transport network and have expensive electricity.
Our objective of being in a port location gave us a natural supply base from the newest and ultra efficient steel mills in China, Japan, Korea, Brazil and the developing origins such as Turkey and the Middle East. 
EU mills do however supply some of our higher more specialised grades where they have niche supply and differentiated products
We also see ourselves as a traditional stockholder who is prepared to carry coil stocks. We see this as an integral part of the supply chain and is a key to offering our high levels of service and quality.