Family-run Excel Machine Tools (Exhall, Coventry) has refreshed its 40-year brand and broadened its 13,000-SKU catalogue into woodworking, welding, compressed air and industrial cleaning.
Family-run supplier Excel Machine Tools has used its 40th-anniversary refresh to push well beyond its metalworking roots, adding woodworking machinery, welding equipment, compressed air systems and industrial cleaning solutions to a 13,000-SKU catalogue that now spans a much wider slice of UK industry.
The Exhall, Coventry-based company announced the brand update alongside a broadened product range that targets aerospace, engineering, defence, manufacturing, fabrication, automotive, education and training, plus construction, maintenance and repair workshops — a clear shift from its traditional metalworking customer base.
The shift
While metalworking remains the company's core competency — and the area where Excel has built its reputation over four decades — Managing Director Jag Sokhi frames the expansion as a response to changing workshop needs rather than a departure from them.
Customers can browse and buy directly via excelmachinetools.co.uk, with finance options from Iwoca and Kennet Equipment Leasing attached at the checkout.
Showroom + remote demos
A revamped showroom at the Coventry site lets customers view selected machines in person and book demonstrations. For buyers who can't travel, Excel now offers video demonstrations so equipment can be assessed remotely before purchase — a practical concession to the post-Covid buying patterns that have stuck across UK industrial supply.
Aftersales
Beyond the sale, Excel provides servicing, troubleshooting and maintenance callouts to keep equipment operational. The combination of direct online purchase, finance options, in-person or video demonstrations and ongoing aftersales support is the package the company is pitching to workshops that would previously have bought through a narrower machine-tool dealer.
What it means for buyers
For procurement teams and workshop managers, the practical effect is a single-source supplier covering metalworking, woodworking, welding and compressed air — categories that have traditionally required separate vendor relationships. The 13,000-SKU catalogue and finance partnerships suggest Excel is positioning itself as a one-stop shop for smaller UK workshops that don't have dedicated procurement staff.
"Our updated brand reflects who we are today: a long-established family business with deep industry experience and a much broader offer for modern workshops and industrial customers," Sokhi said. "We are proud of our heritage in manual metalworking machines, but our expanded range, improved showroom and online platform allow us to support customers across many more sectors with the same personal service Excel has been known for over the past 40 years."
About Excel Machine Tools
Excel Machine Tools is a family-run supplier based in Exhall, Coventry, with more than 40 years of experience supporting workshops, engineers, manufacturers and industrial customers across the UK. The company supplies metalworking machinery, woodworking equipment, welding products, compressed air technology, industrial cleaning solutions and general workshop equipment through its website, showroom and aftersales service network.
For more information, visit www.excelmachinetools.co.uk
Media contact: Paolo Pezzangora, Excel Machine Tools — paolo@excelmachinetools.co.uk, 02 47636 5255 ext.311.
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