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posted 6 Feb 2015, 06:46 by RiDO Rotherham

Carlton Hydraulics, based at Eastwood Trading Estate in Rotherham, is planning for major growth globally, following an Export Communication Review available via RiDO’s ERDF-funded Soft Landing Zone.


The company, which is celebrating its 30th year of manufacturing low, medium and high pressure hose assemblies for industries such as construction, steel manufacture, agriculture, transport and oil and gas is looking to expand into markets in West, Central and South Africa and the Middle East.


The Export Communication Review provided a review of the company’s website and literature, where Carlton Hydraulics was given a series of recommendations for making its site appeal to key target markets in Africa and the Middle East.


John Siddall, Managing Director of Carlton Hydraulics, said: “We see the global market as offering great opportunities for expansion for our business and hope to increase sales significantly over the next couple of years.  We are very excited about being able to develop our website to appeal more to customers in our identified global markets and with translations available in the relevant languages.  This will give us the best chance of securing new business opportunities internationally with customers looking to buy our products.”


John Siddall is a delegate on the UKTI’s ‘Passport to Export’ programme, where he met RiDO’s Business Development Co-ordinator Julia Millea, who put him forward for the Export Communication Review, as part of free support through RiDO’s Soft Landing Zone project.


Julia Millea, business development co-ordinator for RiDO, said: “Carlton Hydraulics has recognised the huge potential that doing business globally has for the growth of their company.   Now with a clear strategy for targeting these markets and plans in place for re-designing their website, they are in a great position to take advantage of the opportunities that lie ahead of them.”


RiDO’s free Export Communication Review (ECR) is designed to help local businesses to develop trading relations with both English and non-English speaking export markets by reviewing a company’s literature, branding and website. The ECR can analyse the effectiveness of a website to communicate with potential overseas customers and to generate export business and enquiries.


As a Rotherham business, Carlton Hydraulics Ltd was able to secure support through RiDO’s Growth and Prosperity in Rotherham (Soft Landing Zone) project, which aims to assist Rotherham companies in accessing international markets and also helps foreign inward investors who choose to locate to RiDO’s business centres. The project is supported financially by the European Union. It has attracted £842k investment from the European Regional Development Fund as part of Europe’s support for the region’s economic development through the Yorkshire and Humber ERDF Programme 2007-14.


Carlton Hydraulics is a main distributor for Aeroquip, a division of Eaton Fluid Power, a global manufacturer of hoses and hose fittings.  The company’s strength lies in its extensive product range and stockholding that includes supplying over 99% of urgent customer requirements from stock.


For more details about the Soft Landing Zone project, which is run by RiDO, visit the website   For more details about Carlton Hydraulics, visit the website