Wordsworth in drastic restructuring moves

A dramatic restructuring is underway at Lincolnshire-based Wordsworth Holdings. The surprise move by the parent company of Aveling Barford, Barford Site Dumpers and Sanderson sees its five operating companies become three divisions: construction; agriculture; and automotive.

Managing director Chris Haynes said: "It is an entirely reactive and market driven reorganisation. These markets all have very specific needs."

In the restructuring, which is in keeping with changes elsewhere in the industry, Wordsworth Holdings is unifying the separate sales and marketing activities of Aveling Barford, Barford Site Dumpers and Construction Teleporters as: Barford Construction. The other two divisions: Automotive and Agriculture are responsible for sales and marketing of York trailers and Sanderson teleporters.

Peter Youlton, new divisional director for Barford Construction, said: "As a group, we have long recognised that the activities of the three group companies overlap in many areas."

As well as the entire line up of Barford site dumpers, the new division is responsible for the marketing of Aveling Barford's rigid and articulated dump trucks, graders and deadweight rollers, and the higher reach Construction Teleporters.

"This move will benefit all three companies" said Youlton. "Construction Teleporters can use the construction expertise of the Barford Site Dumper's personnel. Barford should benefit from the direct-sell approach of Aveling Barford." The teleporter and site dumper business are expected to benefit from the stability of Aveling Barford and its worldwide network of 65 dealerships.

The company's restructuring is expected to result in the dropping of at least 10 of Barford Site Dumper's existing dealers. Rationalised sales and marketing, combined with a direct-sell approach, is expected to lower prices.