Q&A: Chris Archer

1 October 2021

Chris Archer is managing director of BGG UK, which distributes generators and lighting towers made by the Italian Bruno Group. Earlier this year, the company purchased the SMC lighting tower brand. 

How’s business? 

Business is remarkably good considering the times we are in. Power generation has an advantage as a sector due to the reliance of modern society on electricity. Let’s face it, most of the population plug in at least one mobile device overnight these days. 

What impact has the pandemic had? 

We were expecting a downturn in demand due to the effect on the event sector. Events, which are a significant part of the annual temporary power demand cycle, did in fact take an enormous hit. However, this slack in the availability of generators and lighting towers was immediately taken up by the requirements of the Covid test centres – so much so that there was actually a shortage of kit in the system. Construction has also proven to be remarkably resilient during this period in both the house building and civils sectors.

How do you see future prospects? 

The challenge moving forward will be next spring. Construction demand is forecast to increase due to the ramping up of major infrastructure projects such as HS2. This, plus the fact that the events industry should be back full-on, and with many of the test centres still operational, there could well be another shortfall in availability of sets. This, coupled with the introduction of Stage V equipment, will prove a challenging period for hirers.

What products are in particular demand at the moment? 

Stage V generators. And as I say, that’s another challenge hirers have to embrace. We have a complete range now in full production to the extent that we are now able to offer from stock. I think we at Bruno are very fortunate in that we triggered R&D into this requirement as far back as 2016. This enables us now to offer our standard Rental GX range alongside our ultra-quiet Fusteq units at Stage V. 

Have there been any particular challenges?

The main one has been to maintain the width of the new sets in line with the dimensions of the existing Stage IIIA canopies, as the cost of deployment and collection is a major factor in the competitiveness of our customers. We can still fit 300kVA prime power sets into our 120cm canopy, which means that our hire partners can continue to deliver two units side by side on a standard UK truck. So six units can be delivered/collected on one flatbed.

What are the last three products/items you sold to a hirer? 

Our most recent three orders were: two FQ 1400C 1280kVA generators in our 20ft ultra-silent Fusteq container (see picture below); 20 SMC TL 90 Evolve lighting towers; and 40 Stage V generators in power nodes from 20-200kVA.

What do you think are the other main challenges facing the industry? 

The requirement to cover the cost of introducing the now required Stage V sets. These units are more expensive and bring a requirement for enhanced maintenance regimes and the subsequent need to upskill on the service side. These costs must be passed on to the end user. More than ever the emphasis will fall on sales teams to deliver on increased revenues.

What one thing would make business easier generally? 

Right now, an end to overseas travel restrictions. Visits to the Bruno factory near Milan have been pivotal over the years, particularly for new customers. They can touch the products and meet the design and production teams, and this has helped to build long term relationships. 

What’s the oddest or most challenging order or request you’ve ever received?

In 2012 we sold four 300kVA units to the British-based company salvaging the Costa Concordia [the Italian cruise ship which ran aground off Tuscany]. They were used to power the pumps during the tow from Giglio Island to Genoa. 

What annoys/frustrates you?

We need to develop the next generation of technicians and engineers. It is very difficult to find relevant local NVQ courses that would enable us to offer apprentices the opportunity to formally qualify in the conventional way. However, we currently train in-house, which works very well for us given the wide range of products that we as Bruno can offer our trainees to hone their skills on. 

What was your favourite school subject?

History, particularly the politics following World War I and the inevitable build-up to World War II.

How did you get into the industry? 

I started on the hire desk with M&J Engineers at their old depot at Shorne in Kent. The characters I met there convinced me that hire was the place to be. I then joined Anvil Plant in Chatham which was the in-house hirer for the house builder, Wards Construction. I became a rep covering London for Swindon-based Isis Plant before joining the Sandhurst Manufacturing Company (SMC), which eventually started badging and supplying Bruno lighting towers. I then established what was to become BGG (UK) for Bruno, initially as a service backup operation.   

If things had been different, what other career might you have chosen?

A customer-facing business of some sort. The commodity may have been different, but the principles of service would have been the same. 

What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?

Sales is a numbers game. The more contacts you make, the more leads you will get.

Tell me a surprising fact about yourself or the business.

Every company that has ever visited the Bruno factories over the years (and there a lot of them) are still customers today.

Do you follow a particular sport and/or team? 

F1. Always an interesting Monday following a race. In the group we have Italian, Austrian, German and British interests. It's hard informing the group accountant that although the fizzy drink [Red Bull] comes from Austria, Max Verstappen’s car comes from Milton Keynes! As for the red one, a few phones in Italy do not get answered on Mondays. For the sake of harmony, we agree not to discuss football or rugby.

What new skill would you like to learn?

Foresight. It would be wonderful to have the ability to predict everything from the next set of emissions regulations to the winning lottery numbers!

Well then, what would you do if you really did win the lottery?

Think long and hard before giving up the day job. 

What music do you like to listen to?

Anything that does not give me a headache and the artist has a modicum of talent. 

What’s the secret of success? 

Believe in the product and your team. The salesperson sells the first unit: the service department sells the next one hundred. 

Anything you would like to add about future plans? 

We all need to embrace the requirement for a reduction in emissions and treat the fact that we are being required to move in this direction as a massive opportunity. 

Read about one hirer that is investing significantly in Bruno Stage V generators here.

• Q&A articles now appear on the first Friday of each month on the site.