UK steel industry trailblazer moves into advisory role after 25 years of leading Welsh fabrication business

Shufflebottom, a multi award winning steel fabrication company based in South Wales that supplies steel framed buildings throughout the UK and part of the wider UK-headquartered Embrace Steel Group (Embrace), has announced its long standing Director and Managing Director, Alex Shufflebottom, will be transitioning into an advisory ambassadorial position after 25 years of leading the business.

Alex officially joined Shufflebottom 25 years ago and has ushered in a period of remarkable growth at the business originally founded by her parents, Lorna and Martin Shufflebottom, in 1977. During her tenure, Alex, together with her brother Wesley and business partner Alec, have organically grown the family business from £12 million revenue to doubling the turnover to £25 million with over 85 employees based in Wales. Throughout this time, the business has picked up many accolades for its unrivalled attention to detail and personalised service, such as scooping Construction News’ prestigious Steelwork Specialist of the Year award.

Alex has also been a notable trailblazer for female leadership within the traditionally male dominated steel and engineering industry while also actively mentoring and providing support for young people throughout the wider UK business community.

Alex played a pivotal role during Embrace’s acquisition of Shufflebottom in April 2024 and will continue to provide invaluable counsel to the new management team at Shufflebottom and the wider Embrace Steel Group in her new role as Ambassador.

Alex Shufflebottom, commented:

“We’ve achieved so much over the last 25 years but I’m most proud of being able to maintain Shufflebottom’s family-business values. Our people are the heart of the business and since day one I’ve placed a strong emphasis on looking after our employees both professionally and on a personal level; whether that’s investing in the latest technology and tools, providing internal training and apprenticeships to help with retaining our highly skilled staff or offering support for any external challenges that may be impacting employees beyond the workplace.

I’m so thankful to have worked with countless exceptional colleagues and clients over the years, and looking forward to my next chapter at the business as we focus on providing the same levels of quality, reliability, and personal service Shufflebottom is known for. My door will always remain open and I’m excited to continue building a business we can all be grateful to be part of, together.”

Embrace’s CEO, Martin Kelly, commented:

“I would like to say thank you to Alex for her time and leadership over the last 25 years.

She’s been an exceptional leader and will be the perfect ambassador for the business going forward as we expand into new sectors and geographic regions while continuing Shufflebottom’s excellent reputation for reliability and high-quality steel building.

I’m personally looking forward continuing working with Alex as we maintain Shufflebottom’s long-lasting client relationships and grow new ones across the UK.”