S04E07 | Steel Distribution to Battery Manufacturing, The Avocet Journey with Kieren Hall

In this episode of The Metal Guys Talk Business, Pete and Mike sit down with Kieren Hall, CEO of Avocet Battery Materials, to explore the transition from traditional steel distribution into advanced battery component manufacturing. Kieren shares how he joined his father’s steel trading business in 2012, the decision to move beyond distribution, and the realities of building a manufacturing operation from scratch. The conversation covers Innovate UK grants, raising private investment during COVID, technical challenges in battery production, and the importance of culture, agility and incremental improvement when scaling a business. This episode provides a practical look at what it really takes to move from trading materials to manufacturing proprietary products in a globally competitive market. Key Topics Covered From Lifestyle Business to Manufacturing Ambition Kieren joined the family steel trading business in 2012, stepping straight into sales. By 2018, despite a stable and comfortable operation, he wanted to build something more than a distribution model. The ambition was clear: move from selling other people’s products to manufacturing something in-house.Entering the Battery Industry In 2020, Avocet secured a competitive Innovate UK grant to develop battery connector technology.The opportunity created immediate pressure:A £1.4m project with 50% co-funding requirementsThe need to raise private investmentBuilding a credible business plan for a manufacturing startupKieren explains the realities of pitching to investors, structuring financial forecasts, and learning to sell not just a product, but a vision. The Reality of Manufacturing, moving from distribution to manufacturing proved significantly more complex than expected.Challenges included:Specialist surface treatments not openly documented in the marketEquipment limitations when working with softer metalsThe need to build in-house R&D capabilityWhat began as unexpected technical obstacles ultimately became competitive advantages, including patented processes and differentiated products. Navigating a Volatile Battery MarketThe episode explores the wider battery industry landscape, including:The collapse of high-profile Western startupsChina’s dominance in battery supply chainsThe difficulty of scaling production outside AsiaThe importance of localisation and technical depthAlthough originally focused on supporting European gigafactories, Avocet has pivoted and now exports to both China and the United States. Building the Right TeamFrom just two people during COVID, the business has grown to over 30 employees.Key hires included:An experienced operations directorDedicated R&D leadershipCommercial and production managementKieren discusses the importance of bringing in expertise early and creating a collaborative leadership structure rather than a top-down model.Culture, Agility and Incremental GainsAvocet deliberately built its culture from the ground up, centred around:CareQualityAgilityContinuous improvementInspired by sport and incremental gains, the company runs transparent monthly meetings, shares performance updates, and ensures teams understand both wins and setbacks. Working with motorsport clients further accelerated their thinking around speed and operational agility.Raising Investment and Lessons LearnedKieren shares candid insights into raising private capital:Hardware manufacturing requires patient investmentLegal structuring and shareholder alignment are criticalThe wrong investor can create long-term conflictSelling shares is effectively selling a productThe importance of alignment, trust and clean governance structures is emphasised throughout.Distribution as a Gateway to ManufacturingFor businesses considering entering manufacturing, Kieren highlights a practical approach:Start by distributing into the marketUnderstand customers, pricing and demandIdentify niche gapsManufacture once differentiation is clearThis staged approach reduces risk and builds commercial understanding before committing to capital-intensive operations.The Bigger PictureThis episode explores more than batteries.It’s about:Scaling within manufacturingFounder developmentManaging investor pressureCompeting globally from the UKBuilding resilience through operational challengesA grounded and honest conversation for anyone considering expanding beyond distribution into manufacturing. SEASON FOUR of The Metal Guys Talk Business is sponsored by:SteelBuy, a digital platform revolutionising the way businesses trade metal products online.NERO Pipeline Connections, a trusted UK stockholder of stainless steel valves, fittings, and pipeline products, supporting industries from process to precision.Comton Group, Recruitment Engineered for Metal and Manufacturing.The Metal Guys Talk Business is created and produced by Comton Group. Contact us via our social media channels to discuss the podcast and recruitment solutions for your business.Social Media AccountsLinkedIn: Michael Bolton - Mike Peter Comerford - Pete Comton Group - Comton GroupTikTok:  Mike - @comtonmike Pete - @comtonpeteInstagram: Mike - @comtonmike Pete - @comtonpete