Vulcan: A Key Link in the Steel Value Chain

SINCE VULCAN WAS FOUNDED IN 1995, THEY HAVE BECOME ONE OF AUSTRALASIA’S HIGHEST PERFORMING METALS DISTRIBUTORS AND PROCESSORS. FROM AN AMBITIOUS START-UP, VULCAN BECAME ONE OF NEW ZEALAND’S LARGEST PRIVATELY HELD BUSINESSES, AND SUBSEQUENTLY SUCCESSFULLY LISTED ON BOTH THE AUSTRALIAN AND NEW ZEALAND STOCK EXCHANGES IN 2021. THEIR SUSTAINED GROWTH CAN BE ATTRIBUTED TO THEIR UNWAVERING FOCUS ON CUSTOMER SERVICE AND QUALITY PRODUCTS THAT ARE ALWAYS AVAILABLE .

Vulcan was founded in Auckland in 1995 by Peter Wells with a clear vision – to become the most customer focused and efficient metals distributor in Australasia, by delivering superior service. The company has grown consistently ever since.

Vulcan began by distributing carbon steel and steadily widened their portfolio to include plate processing, coil processing, stainless steel and engineering steels.

In 2002, Vulcan entered the Australian market, with distribution in Victoria. In 2007, the company expanded to Queensland with coil, and in 2010 added plate processing to its inventory. Several acquisitions followed over the next 10 years, culminating in Vulcan listing on the Australian and New Zealand Stock Exchanges in 2021.

Today, the diversity of products Vulcan offers and the geographic spread of their operations means Vulcan has become a key supplier to the Australasian steel supply chain. The company has 29 warehousing, manufacturing, and processing facilities throughout Australia and New Zealand, employing over 800 people.

A HIGH PERFORMING INDUSTRIAL PRODUCT DISTRIBUTOR

According to Bradley Childs (Manager, Vulcan), "Vulcan is a high performing Australian and New Zealand industrial product distributor. We act as a key link in the steel value chain between steel mills and end users—this is an important role for our local customers who cannot meet the high order quantities of the mills."

"Vulcan operates in three key sectors; steel, stainless steel and engineering steel."

"Our steel business carries a comprehensive range of structural sections, merchant bar, hollow sections and plate and sheet. Our facilities also offer long-product processing including cutting, drilling and coping."

"We offer a full range of precision steel plate cutting, including laser, plasma, oxy-fuel cutting. This includes plate drilling, tapping, countersinking, beveling and folding. Our coil business offers a full range of coil processing services; including precision cutting, cut to length and slitting. All of these valueadd processing steps are completed according to customer specifications." "When it comes to stainless steel, we supply stainless sheet and plate in a wide range of grades and finishes, as well as Creusabro Wear Resistant plate. Additionally, we stock a full range of tube, pipe, hollow and bar products, together with large stocks of stainless steel fittings and flanges. Our stainless-steel processing capabilities include latest technology laser and plasma cutting of plate products and high precision saws for cut to length of long products."

"Our Engineering Steels branches offer the most comprehensive range of engineering and specialty steels in the market. With a national footprint, our branches stock a wide range of high tensile, carbon steels in black and bright, hollow bar, case hardening steel, stainless steel, aluminium round bar, chrome bar and non-ferrous metals. Every order is supplied with the backing of full material traceability and certification. Each branch is equipped with the latest in cutting technology, with the capability of cutting up to diameters of 750mm," said Bradley.

BEST SERVICE—BAR NONE

Vulcan prides itself on delivering the best service in Australasia—bar none. It is this exceptional customer service that has

stood the company in good stead over the last 25 years.

"At Vulcan, we really pride ourselves on our service model—it is customer first. We work to understand our customers, their businesses, and how we can best meet their needs. Each branch is focused on delivering high quality steel and having excellent stock availability," said Bradley.

"We have a minimum 98% DIFOT (Delivered In Full, On Time) record, which is exceptional for the steel industry," said Bradley.

"Our bespoke IT system enables us to provide exceptional service to our customers. It gives us real time visibility of sales and stock levels. A crucial aspect of our business model is exceptional stock availability for key items in the market. Our system provides full transparency on this."

This same bespoke IT system enables Vulcan to track all steel inventory. All their products can be traced through the production process to the origin material, including mill certificates and coil numbers. They store and index all material documentation using bespoke software so that highly accurate test certificates can be provided quickly.

Vulcan's service model is supported by an in-house managed truck fleet that enables next day commitment for unprocessed material, and managed service levels to their customers' door.

"We have our own vehicle fleet across the business that allows us to shorten the supply chain. Vulcan employees deliver the materials and interact with customers at the point of delivery. This helps us better understand customer requirements. Plus, each vehicle is fitted with the latest GPS technology which allows us to plan and track our deliveries in real time. " said Bradley.

A FOCUS ON THEIR TEAM

Since its inception, Vulcan has operated a flat structure model, devoid of hierarchy. According to Vulcan, this structure is based on the belief that everyone is equally as important to the company's success. As such, everyone should be an active decision maker and empowered with complete responsibility and autonomy within their role. It is this mentality that has kept Vulcan agile, efficient and effective and their employees feeling trusted, valued and fulfilled.

"We have a very transparent and flat structure that allows for an easy flow of communication throughout the business. Each site can make decisions quickly. As we’ve grown into additional market segments, we now have a number of our internal business units working with the same client. Our flat structure facilitates collaboration, ensuring the best possible service for our customers," said Bradley.

"We also have stable teams across the board, which feeds into our overall service model. Labour is one of the biggest challenges at the moment. The fact that we’ve maintained a stable team has allowed us to maintain our service offering to the market."

To ensure the company continues to succeed, Vulcan remains focused on improving the things that really matter – inventory, quality, people, and, of course, service. With the management team, the motivated workforce, the infrastructure, and the ambition to remain at the forefront of the steel industry, Vulcan has its sights set on success for another 25 years—and beyond.

“Vulcan is a high performing Australian and New Zealand industrial product distributor. We act as a key link in the steel value chain between steel mills and end users—this is an important role for our local customers who cannot meet the high order quantities of the mills."

IMAGES

Far Left: Plate processing. Left: Members of Vulcan's 800 person strong team.