[INDUSTRY NEWS] Integral to Hampshire, UK-headquartered


Straightpoint’s growth strategy is partnerships with lifting-centric businesses across the world. A commonality of these distributors is their portfolios of equipment from leading manufacturers of hoists, rigging gear and below- the-hook components. Euro-Lift will add Straightpoint’s range


of force measurement, load monitoring and suspended weighing load cell equipment to its range of quality lifting and rigging hardware that includes shackles, chain, wire rope, clamps and other related equipment, which it supplies to oil and gas, power generation, machinery, metallurgy and construction professionals from its base in the south west of the country. David Mullard, business development


manager at Straightpoint, who recently returned from Tolyatti, said: “Euro-Lift represents a great fit with SP; they are an organised and dynamic team with a clear, long-term growth strategy. The company is committed to quality products and trusted brands. Importantly, they are also an established company with a core focus on lifting safety.” Top of the agenda during the recent visit was training as Euro-Lift took delivery of a


small stock of demonstration products to introduce the technology to customers. Mullard alluded to the importance of giving new distributors and, in turn, end users the ability to get a sense of quality through hands-on interaction with equipment. He said: “Euro-Lift’s general manager


[Garik Mardoyan] understands the market, the customers and the competitive landscape. The team knows who to reach, how to engage in dialogue with them, and can support that activity with tailored literature in the local language. A local partner like this provides elevated service levels in tune with market trends that satisfies customers and grows a business—that approach is intrinsic to Straightpoint stratagem.” Mullard added: “True to their name,


Euro-Lift is a Russian business with a strong European focus and an international outlook. The company has invested in the best IT systems to underpin quality manufacture and order fulfilment. From quotation to receipt of PO, factory floor manufacture and dispatch, everything is traceable and well organised.” He anticipates that Straightpoint’s most popular product, the Radiolink plus load cell,


will be well received by Russian industries, but added that there is “great potential” for the wireless compression load cells for centre of gravity calculation of heavy loads, and the new digital product for measuring tension on static lines—the Clamp On Line Tensiometer (or COLT). In conclusion, Mullard said: “In the


medium term and once we have spent time developing and promoting SP in the region, I believe Euro-Lift will be in a strong position to stock product locally, available immediately. They have also expressed an interest in calibration and service of Straightpoint products, which is an ambition that we support as we look to ensure they reach their full potential.” Separately, Straightpoint will exhibit at SPE


Offshore Europe 2017, which takes place at the Aberdeen Exhibition & Conference Centre in Scotland on 5-8 September. This is the first time they will take


exhibition space at the biennial show, having launched a full range of ATEX and IECEx products since the last time the event was held at the same venue almost exactly two years earlier. It is also the first time organisers have


1OO YEARS A Century of Wire Rope Excellence ● Design, Manufacturing, Technical Support


Union Wire Rope, a WireCo WorldGroup Brand, is proud to announce its 100th year as the industry leader in the design and manufacturing of wire ropes and assemblies. Since 1917, Union products have delivered exceptional service and unmatched support.


Today, Union remains an industry leader in oil and gas, mining, crane and general-purpose ropes.


www.UnionRope.com 12 JULY–AUGUST 2017 ● info@wirecoworldgroup.com WIRE ROPE EXCHANGE


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