Winding specialist’s “radical rethink” generates a move into manufacturing

WA sealing itself off during the pandemic pushed Australian Winders towards inhouse production. Nicholas Way speaks to the company's Director, Tony O’Brien, in the latest feature from our Celebrating Australian Made series.

Like many businesses, Perth-based Australian Winders was transformed by the COVID pandemic, morphing from a global maintenance and field service specialist in industrial motor winding to manufacturing coils for various industrial applications.

As Director Tony O’Brien explains, this business, which began in 2008, was humming along nicely with its specialist team of electrical engineers and technicians servicing and supporting industrial assets in Australia and overseas.

“We were getting work from around the globe, from regions as diverse as North America, Europe, Asia, the Middle East, and South America – multiple contracts in Chile and Peru – as well as Australia, primarily in the mining and energy sectors. The client list included names such as Siemens, GE, and Toshiba.

“But COVID forced a radical rethink. Western Australia was effectively shut off from the outside world, so we realised we needed another string to our bow. So, given our expertise, the manufacture of HV and AC traction coil was a viable option.”

He says the shift to manufacturing did not change the company’s underlying philosophy – to maximise the lifespan of high-value assets.

“As operations age, an asset’s lifespan shortens, slowing up efficiency, speeding up the retirement date, and bringing the replacement spend closer. So, to maximise its lifespan, mining and energy companies need a comprehensive workshop solution that delivers quality parts within an industry’s safety guidelines.”

The first opportunity for its manufacturing arm came when a generator for one of the two Ord River hydro power stations in northwest Western Australia needed coils.

“While it required us to expand our Bayswater workshop, the success of this project immediately put us on a sound footing. They also wanted us to rewind one of the generators, so we had to make more coils. We then got an opportunity in Fiji to rewind and repair two generators, work which is ongoing.

It required serious investment in equipment – O’Brien estimates north of $1 million – but the work coming in the door has certainly justified the capital outlay. 

Tony O’Brien: “…we realised we needed another string to our bow. So, given our expertise, the manufacture of HV and AC traction coil was a viable option.”

“We’ve also established a small workshop in Malaysia to make some of the less-technical product. Today, we are employing about 25 in the Perth plant, with a similar number on the maintenance and servicing side of the operation,” he adds.

In a first for Australian Winders, it’s just completed its first Roebel bar – in layman’s terms, they’re used for windings of high power, A.C. electric motors – and operates the only plant in the southern hemisphere making them.

Following in the footprint of its maintenance and field service operations – demand for its services remain strong with an office being established in the UK – the manufacturing arm is now selling its product overseas in New Zealand, the South Pacific and Southeast Asia and he’s confident other markets will open up.

O’Brien, who has a background as an electrical fitter, is optimistic that current turnover of about $10 million across the business can treble to $30 million by 2030.

“Essentially, we’re the only Australian company in this space. But that doesn’t mean there’s no competition, especially from India in the Southeast Asian market. At the high end, we also face competition from the UK and US. But our track record over nearly two decades tells me we can compete – profitably.”

Celebrating Australian Made is an annual editorial series, coinciding with Australian Made Week and commissioned by the Australian Made Campaign to share its members’ stories. For more information on how you can get your products certified as Australian Made, visit this link.