First Mats toasts record year after six-figure investment in AI technology
A fast-growing supplier of mats and flooring has hailed its investment in AI after achieving record annual sales of over £2m.
First Mats’ revenues in the year to October 31 soared by nearly 40 per cent, from £1.6m to £2.2m.
The Birmingham-based company supplies a vast range of items, including entrance and logo mats, anti-fatigue, anti-spill and anti-static mats, leisure mats for pools, gyms, changing rooms and wet rooms, spill control kits and containers, and floor cable protectors.
Its products are used in factories, warehouses, offices, schools and universities, shops, hotels and other leisure venues, sports clubs, tourist attractions, on super-yachts and farms, as well as at prestigious locations including Buckingham Palace, the Houses of Parliament and the capital’s Chelsea Barracks luxury housing development.
High-profile clients include the Aston Martin, Mercedes-AMG Petronas and McLaren Racing F1 teams, Mitie, the National Trust, Bentley Motors and retailers such as Sainsbury’s, KFC, Domino’s Pizzas and Boots Opticians.
First Mats pumped £100,000 into AI technology in its latest financial year and managing director Paul Russell said it has proved a key factor in helping to drive revenues as the company has grown its market share and developed new sales channels.
Paul, who founded the company in 2016, said: “We’ve incorporated AI across the business and it’s been greatly satisfying to see this investment bearing fruit.
“The technology has enabled us to automate our systems and to capture and analyse more data, enhancing our supply chain management and stock control as well as our sales and logistics operations and order tracking, and helping us to identify trends and new revenue opportunities.
“We operate in a traditional industry, but as a disruptor we are using hi-tech solutions to drive growth and this has really taken off in the past 12 months.
“We have gained 2,000 new customer accounts, and our improved systems have led to a surge in repeat orders. Our focus on providing excellent human-based customer service backed up by AI technology has resulted in the highest of trust scores, and we have seen average order values increase significantly as a result of the improvements we have made to the business.
“We are committed to building further on these achievements this year and beyond.”
Product lines which have seen the biggest sales growth include logo mats and anti-fatigue mats, he added.
Anti-fatigue mats encourage micro-movements in the muscles and are designed to improve blood flow and comfort for people whose jobs involve standing for long periods, such as in factories or warehouses.
Paul said: “They provide a sturdy, cushioned surface that minimises discomfort, and more and more employers are seeing them as a means of improving the wellbeing of their staff, thereby enhancing productivity and reducing absenteeism.
“Logo mats provide a bright and welcoming sight for visitors and we have seen our market share increase as we have developed new sales channels.”
First Mats’ spill control products include spill kits, trays, containers and pallets, leak diverter kits and absorbent pads.
“They are ideal for fluids including water, oils, fuels, coolants and chemicals, and help to keep the work environment safe by averting slip hazards,” said Paul.
He said the company is aiming to triple in size within three years and is recruiting additional staff to help drive its expansion.
First Mats, which has a share ownership scheme for employees with the company for more than two years, is based at Cambrai Court in Hall Green.
