To further its well-established position in the construction supply industry, etag – formerly known as Etag Fixings – is celebrating its 20th anniversary with a renewed focus on growth and innovation. Under the leadership of CEO Tony Taylor, who took the reins just over a year ago, the company is committed to expanding its market presence by enhancing its service offerings.
Mr Taylor, who brought extensive PLC experience with him, has already made his mark by being instrumental in setting a clear strategic direction for etag, which provides high quality solutions to the drylining, insulation and mechanical & electrical sectors. Reflecting on his first year, he explains: “My remit from the owners was to prepare the foundations ready to grow the business over the next four to five years. This involves investing in areas such as supply management, ranging and pricing, as well as clarifying our customer proposition moving forward.”
Mr Taylor’s approach has been to build on the company’s entrepreneurial spirit, while introducing structured processes to support sustainable growth. “The business was very fast-focused and entrepreneurial, which is great, but to push forward, you need to have those processes in place,” he notes. “This balance of agility and structure is therefore key to our strategy.”
etag operates primarily in the residential, , commercial and data centre sectors, with significant activities in London and Dublin. The office market, driven by retrofits and new construction projects, remains robust. “Post-COVID, with hybrid working, companies are making offices more attractive for people to work in,” Mr Taylor observes. “This trend has sustained demand for our products in the office sector.”
On the flipside, however, the residential market presents more of a challenge due to economic factors, such as high mortgage rates and a stagnant housing market. Despite these hurdles, etag has found new opportunities elsewhere within the data centre market, which is experiencing rapid growth. “Our customers have diversified and we are supplying into data centres across the UK and Europe, as a result,” Mr Taylor explains. “This diversification is a strategic move to mitigate risks and capitalise on emerging trends, giving us a third market to focus on.”
Adapting to changing market demands has required etag to evolve its supply chain and product range. The company has integrated its supply chain operations across Dublin and London to achieve efficiencies. “We’ve invested in our commercial function at a group level to take advantage of these opportunities and to leverage our purchasing power,” says Mr Taylor. “The data centre market demands highly specified products, so we have worked hard to partner with the right suppliers to ensure we can provide what these projects require.”
This strategic alignment with suppliers is crucial for etag to meet the stringent requirements of the data centre sector and, despite a testing market environment, the company has continued to make a significant investment in its infrastructure and capabilities. For example, it has enhanced its transport fleet, implemented new CRM and ERP systems, and introduced a warehouse management system. This investment has been designed to position the company for future growth. “Investing heavily in the business when the market is flat is a brave decision, but it puts us in a good position to take advantage of an improving economy,” says Mr Taylor. “It’s all about making sure we’re well positioned to capitalise once the wider market situation becomes more positive.”
As etag marks its 20th anniversary, the company is not only looking forward but also giving back to the community. It has launched two new charity partnerships and initiated the ‘20 For 20 Project’, which aims to support local communities and charities in both the UK and Ireland. “We are focusing on doing 20 things in each country to support local communities and charities. This initiative underscores our commitment to social responsibility and community engagement.”
It is to etag’s credit that it is looking to do its bit from a charity perspective, while commercially keeping a firm eye on the future, as it continues to build its foundations for growth. The company plans to expand its network and supply chain across Europe, focusing on the drylining, insulation, and data centre markets. “We are moving towards becoming a systems business rather than just selling products,” Mr Taylor explains. “This shift reflects our response to evolving customer needs and regulatory requirements.”
While its 20th anniversary gives etag the perfect opportunity to celebrate with its 100-plus staff just how far it’s come over the past two decades, it is obvious that it has not lost sight of its future goals. With a clear strategic vision and a commitment to innovation and community, the company is set to thrive under the leadership of Tony Taylor in the years ahead.