We sat down with Barrie Freeman, Managing Director of Elmbridge UK, a third generation business and leading player in the paint & finishings industry, to find out more about the company and their plans for the future.
Business overview:
- Founded: 1976
- Employees: 48
- Turnover 2011 (Gloucester): £2.6m
- Turnover 2025: £16–17m
- Sites: Gloucester, UK HQ & Cumbernauld, Scottish distribution centre
BACKGROUND
Q: What is the family connection with Elmbridge UK?
A: Elmbridge was started back in July 1976 by my grandfather. In the 1980s his two sons – my dad and my uncle – joined him. Each of them went on to have three boys, so there was always a sense that the business would carry on through the family. I came on board in 2001, and I’m now the Managing Director – my brothers followed me, Rory as Operations Director, and Angus, Sales Director.
KEEPING IT IN THE FAMILY & RISING TO THE CHALLENGE
Q: How did the company move into the world of wood?
When I joined, Elmbridge was only supplying paints to the metalworking industry – my Grandfather tasked me with looking at the paint side of the business. My first customer was a window manufacturer in Cheltenham who I was talking to about spraying equipment – I quickly realised that we were missing a huge opportunity by not selling them paint as well as equipment. That led me to search for a supplier, and I found Sayerlack, who are still our main partner today. It was a turning point, by selling paint and spraying equipment gave us the opportunity to break into the wood industry and become the end to end business we are today.
Sadly, my father passed away in 2010, during his illness it was agreed that the business should be divided between the two brothers and their sons. We structured it geographically and by product – my uncle took on the Hereford site which focused on welding, while we took on the Gloucester site concentrating on paint and finishing. At that stage, the business was turning over £2.6 million. Fast forward to today and we’re looking at £16–17 million this year. That growth comes from staying focused, investing in our people, and seizing opportunities when they present themselves.
Sustainability Focus
- Water-based paints
- Bio-products made from natural resources (i.e. tree saps, not chemicals)
- Energy-efficient factories & audited supply chain
FOCUS ON FINISHING
Q: How has the product mix evolved?
A: We’ve deliberately focused on the finishing side of the business. Today it’s roughly a 50:50 split between metal and wood, though wood is growing faster. In 2023 we acquired Indu-Coat in Scotland, which gave us additional expertise and a strong distribution base in Cumbernauld. That gave us real momentum – it wasn’t just about territory; it was about strengthening the depth of knowledge in our team.
Q: Growth is clearly part of your story. Where do you go from here?
A: We’re ambitious. We want continual growth, both through acquisitions and by expanding organically. We see opportunity in the wood industry. But growth also has to be responsible. We’re putting a lot of energy into developing sustainable products – water-based paints, bio-based coatings using natural raw materials instead of chemicals and making sure our suppliers are energy efficient and ethical. For us, sustainability isn’t just a buzzword; it’s the future of finishing.
PEOPLE FIRST
Q: Let’s talk about the team.
A: We’re currently a team of 48 and we’ve built a leadership structure that encourages development – many of our people are highly experienced in the industry. Customer service is key. We’ve got a dedicated customer service team, and some progress into other roles in the business. That progression is important – it keeps people engaged and builds knowledge across the company. We’re also just trailing apprenticeships, starting in finance but could extend this into manufacturing roles. For us, it’s not just about filling jobs today, but about creating career paths for the next generation.
Q: Elmbridge is known for being hands-on with customers. Tell us about that.
A: It’s about trust. Our sales team doesn’t just sell products – they’ll put on overalls, go into the spray shop, and work alongside operators. The sprayers are at the coal face; they’re the ones who use our products and if they believe in us, word spreads. We run training sessions both onsite and at Elmbridge. Our test centre is unique – we’ve invited sceptical customers to bring their work in, prepare it, paint it, cure it, and dry it. They then see that what took them a week could be done in two days with our system. That kind of experience builds lasting partnerships.
Why Customers Choose Elmbridge
- Single-source supplier: paint + equipment + consumables + technical support
- In-house test centre to trial products and processes
- Full end-to-end service: supply, set-up, training & aftercare
- Experienced and knowledgeable staff – industry knowledge runs deep
INNOVATION + DIFFERENTIATION
Q: What’s next in terms of innovation?
A: We’re developing our own house brand, and we’re looking at expanding our team particularly for capital projects. That means having dedicated business development and project managers to keep the sales pipeline flowing steadily. It’s about supporting customers from start to finish – supplying equipment, paint, technical advice, and aftercare. That end-to-end service is what sets us apart.
Q: Finally, what makes Elmbridge different?
A: We’re a single source for finishing solutions, backed up with technical support you can rely on. Quick delivery, strong customer service, and a willingness to get our hands dirty – that’s the formula. We have a strong team – they’re part of the journey.
Our message is simple: come and visit us, see what we can offer, and let the products and service speak for themselves.
T: 01452 525757
