Previous Managing Director of Bystronic’s distributor in South Africa Andrew Poole teams up with former Bystronic South Africa Sales Director Gareth Jackson to take the brand forward.
In 2019 Bystronic Laser AG demonstrated the company’s confidence in South Africa by making a significant investment with the opening of a local subsidiary. Listed on the Swiss Exchange the company is headquartered in Niederönz (Switzerland) and has development and production sites located in Sulgen (Switzerland), Gotha (Germany), Cazzago San Martino and San Giuliano Milanese (Italy), Tianjin, Shanghai and Shenzhen (China), and Hoffman Estates (USA).
Bystronic Laser AG is listed on the Swiss Exchange and the company is headquartered in Niederönz (Switzerland) and has development and production sites located in Sulgen (Switzerland), Gotha (Germany), Cazzago San Martino and San Giuliano Milanese (Italy), Tianjin, Shanghai and Shenzhen (China), and Hoffman Estates (USA)
At the time of the opening of the South African subsidiary Bystronic was implementing a regional plan and opening up subsidiaries worldwide. Now the company has announced a restructuring plan to address market challenges with the introduction of cost reduction measures and implementing plans to maximise its organisational structure. As such, Bystronic is eliminating its regional structure and has introduced a divisional structure. This includes shutting down its former production site for automation solutions in Italy and relocating production to China and Switzerland. Additionally, Bystronic is reducing its executive board and has launched further comprehensive restructuring measures to optimise synergies. Group functions have been merged and the global footprint consolidated.
In addition to the already established service division, Bystronic will bundle its competencies in the machinery business, automation and software to serve customers even better from a single source and to strengthen its positioning as a full solutions provider.
Andrew Poole – Director. With over 30 years of industry experience, Andrew Poole began his career as a founding member of First Cut, a leading supplier of cutting solutions across various industries, including the steel sector. He went on to co-run the Bystronic agency in South Africa with Gareth Jackson until 2020, when Bystronic acquired the agency and opened a subsidiary in the country. Today, Andrew serves as Managing Director at Alexander & Poole and also drives innovation through Tekenso, a cloud-based platform designed to give manufacturing companies complete control and visibility of their processes. An entrepreneur at heart, Andrew’s passion lies in creating environments that foster innovation, growth, and cutting-edge solutions
“We were offered the opportunity to represent Bystronic and become the distributor in South Africa while attending EuroBlech 2024 in Hannover, Germany. We did not hesitate to accept the offer,” said Andrew Poole, who is the MD and a partner of the new company formed with Gareth Jackson, who has many years of experience with the Bystronic brand on the user and sales side, and investor Richard Davidson who will oversee finance and administration responsibilities of the company.
“Seven years ago, Bystronic took the strategic decision to have direct representation in a number of countries where they had traditionally had a distributorship arrangement. The strategy was to open fully fledged subsidiaries and South Africa was one of those countries. Not only did this show confidence in the local market from a global leading technology company in the area of sheet and tube metal processing, at the same time it conveyed the importance with which Bystronic Laser AG regards the local market and the customers, which it still does.”
“At the time of the investment Bystronic was represented by First Cut, a company where I was a shareholder for many years before selling my shares in 2022. Gareth also worked for First Cut and was our Sales Manager in charge of selling sheetmetal equipment with an emphasis on the Bystronic brand.”
Gareth Jackson – Director. With more than 29 years of expertise in the cut-to-size and steel fabrication industry, Gareth Jackson has built his career around a deep passion for the steel sector. Starting at Laser Sprint, he gained valuable experience as a service provider and centre operator, later expanding his knowledge across the mining, military, water, and structural sectors. Gareth co-led the Bystronic agency alongside Andrew Poole until 2020, after which he continued with Bystronic’s South African subsidiary until 2022. As a leader and mentor at Jewll Industries, market leaders in custom-designed flameproof equipment, Gareth has combined family-business values with the strategic expertise developed in the corporate world
“He has an intimate knowledge of the Bystronic machines having previously worked on ‘the other side’ prior to joining us. Gareth worked for his father Percy as his Production Manager before the company was sold in 2015. Laser Sprint were one of the first companies in South Africa to deploy a Bystronic machine on their production floor. Back in the early 2000s Laser Sprint had the proud record of investing in the largest Bystronic machine in the Southern Hemisphere – a Bystar L 4030/12 laser cutting machine with a cutting area of 12 x 3 metres. At the time it was only the fifth machine that Bystronic had sold and the first outside of Europe.”
“Gareth would subsequently become the Sales Director and later Managing Director of Bystronic South Africa.”
“With the direct investment by Bystronic there have been numerous advantages that have been directly beneficial for customers as compared to the agent and OEM relationship that has existed in the past. These will continue going forward as the company representing them will continue to operate under the name of Bystronic South Africa,” explained Poole.
Richard Davidson – Director. Richard Davidson is a Chartered Accountant (SA) with over three decades of business leadership experience. His career began at Deloitte & Touche, where he spent six years, including three as an Audit Manager. He went on to spend 14 years in the logistics sector, ultimately serving as Group Financial Director of a R2 billion fuel logistics group. In 2011, he joined South Africa’s exclusive Nespresso agent, driving growth from a single store to 15 retail outlets alongside a strong e-commerce presence, before successfully selling the business back to Nestlé in 2023. Richard is now active in the sheet metal industry, with additional interests in software and the Bystronic Agency in RSA. He specialises in building financially stable businesses, implementing growth strategies, and leading IT and operational transformations
“Noticeable changes have been in the area of communication, whereby an agent has to follow a certain protocol in terms of problem identification and problem solving. This can be frustrating and time consuming. In the environment of a direct subsidiary this protocol fell away and allowed access to information a whole lot quicker,” said Poole.
“The second win for customers was the access to spare parts, particularly when it comes to big ticket items. There will always be accessibility, logistical and warranty problems for agents, which ultimately leads to extra costs, downtime and frustrations for customers. Again, the direct subsidiary situation eliminated all these problems and allowed customers to have access to a wider range of spares in a much shorter period,” continued Poole.
“Bystronic has been active in the South African market since the early 1990s and was one of the first international companies to instal a CO2 laser in South Africa. It has subsequently supplied many more machines to loyal South Africa customers, many of them having multiple Bystronic machines on their floors.”
The Bystronic Bycut 3015 fiber laser cutting machine is available in various models like the high-performance ByCut (with up to 30kW power) or the more economical ByCut Eco (with 6kW power) and the newer ByCut Smart
“First Cut acquired the distributorship of the Bystronic range in South Africa in 2011. First Cut has been one of South Africa’s leading manufacturers and distributors of capital equipment, cutting consumables and precision measuring tools for the metal, timber, textile, meat, DIY, paper and plastic industries. Its energies are spread over many industries and products. Despite this the company grew the brand substantially in South Africa. And to do this First Cut invested heavily in marketing, branding and promotion and in the all-important back up services such as spares, training and service.”
“Bystronic Laser AG has developed from a machine manufacturer into a supplier of end-to-end solutions, which includes laser and waterjet cutting systems, press brakes and system software. In order to not just satisfy but to exceed the customers’ high expectations, Bystronic is consistently expanding its customer services.”
“Like other European name brands Bystronic has continued to develop its quality high-end products but have also acquired interests in manufacturers of cheaper equipment. This will continue going forward.”
The ByStar Fiber from Bystronic is available in various models and sizes up to 30kW and bed sizes of up to 8 000mm by 2 500mm
“As their ambassador in South Africa we have to take up the challenge and meet their expectations. And it is not just about selling and servicing the equipment we sell. It involves a whole basket of factors, which are frequently not tangible.”
“Progressive industrial companies realised a long time ago that in the future, customer service cannot be limited to solving problems. Customer services have to become more proactive. Companies have to act before the customer even faces a problem. At the same time, the focus must shift to the customer experience: When using the machines in their factory, customers must feel as carefree as when staying in a five-star hotel.”
Bystronic and SSAB have announced a nonexclusive partnership
“This statement is enhanced by Bystronic’s recent announcement that they have signed a nonexclusive partnership with leading global steel manufacturing company SSAB to advance laser cutting and bending technologies using new materials for the sheet metal industry including alloying concepts, recycled steel, and fossil-free steel.”
The Bystronic ByBend Smart press brakes range between 100 and 300 ton press force and a bending length between 3 100mm and 4 100mm
“The agreement facilitates comprehensive data exchange on the impact of various materials on Bystronic’s production processes. Bystronic will work with newly developed steels and specially designed sheet metal for testing and will provide feedback on process quality.”
“This cooperation aims to improve both companies’ products and strengthen their leadership in sustainable practices.”
Loyal customers
“Over the years we have built up many loyal Bystronic customers and friends, a list that keeps on growing. Many of them are repeat customers in that they keep up with the latest technology by purchasing recently launched models and adding more capacity with additional machines. Both Gareth and myself have never left the industry but are now back in it full time and all our attention and focus is going to be on Bystronic.”
The Bystronic ByTube Smart flexible tube laser cutting machines comes in two models – 130 and 330
“This is a real business opportunity. Richard has recognised this opportunity and come on board with a vast amount of experience in the retail and consumer sphere. He was instrumental in putting Nespresso on the map in South Africa so his input from a different perspective is going to be invaluable.”
“Customers and service have been key to the success of Bystronic and we intend to enhance this.”
For further details contact Bystronic on Tel: +27 (10) 410 0200 or visit www.bystronic.com
