The repositioning sees the two companies being renamed and working alongside two existing businesses – Ellton Industries and Ellton Mine Services.
Newtron Mining Services has changed its name to Ellton Longwall to better suit its market niche and become part of the Group. Newton said the shift would provide a range of additional expertise and resources that could be drawn upon to provide an expanded service to the industry.
Conveyor Engineering Solutions has been renamed Ellton Conveyors. Elliott said there were obvious benefits to both the customers and member companies through the expanded technical and operational resources now available.
“The Ellton Group is supplying internationally recognised products backed by local service, covering everywhere from longwall mining faces to the seaports,” Elliott said.
The major equipment and services on offer include longwall face chain inspection, assembly, parts and service (Ellton Longwall), belt conveyor analysis, components or system supply (Ellton Conveyors), onsite service, maintenance, safety and project management systems (Ellton Mine Services), Kuplex lifting chain systems and forged steel mining parts (Ellton Industries).
The Group has seen significant growth opportunities in the current market conditions but according to both Elliott and Newton, they are focused on building a long-term business.
Elliott said a surprising number of the customers that he spoke to felt they were not getting the detailed attention they required. He said this was the flip side of the current pumped-up market. “It presents a serious market risk for the established players and a clear opportunity for our companies to grow by delivering a better service level,” Elliott said.
To meet market expectations for service, Ellton Group has aligned itself with some well-regarded industry players. For example, the group recently reached an agreement with Bullivants to distribute some of the Group’s products.
Newton’s successful relationship with UK-based Parsons Chain, representing their longwall haulage chain in Australia, led to a request last year for an expanded role to include their Kuplex Grade 100 lifting system range. Parsons Chain felt its product was not receiving the desired attention and sought Newton’s involvement, who in turn turned to Elliott for collaboration on the project.
To properly service the significant Australian market for this product, Newton felt that the presence of a national branch network for local stock and sales support was needed. As a result, Bullivants is now stocking and distributing the Kuplex Grade 100 lifting products that are imported by Ellton Industries, and this relationship provides the desired focus on customer service sought by Newton and Elliott.
Elliott has been involved in the conveyor industry for nearly 30 years, including the start-up of Australian Conveyor Engineering (ACE), which was purchased by Continental Conveyor in the late 1990s. Newton has had a similar involvement with mining machinery over many years and more recently as exclusive distributor for Parsons Chain in Australia.
Newton said the combined experience of the principals, along with senior staff of the Ellton Group, provides a unique technical resource to the industry.