Attention at detail

If there’s one thing of strategic importance to Axiom Displays, it’s the relationship with their clients and their attention to detail.

Axiom Displays specialise in Point of Sale (POS) and Point of Purchase (POP). They design, manufacture and fit retail fixtures and store displays and are exceptionally good at it!
For over 55 years Axiom has been designing and producing exciting and innovative retail displays for well-known brands and retail groups. Before starting design work they undertake a thorough review of their client's products, where they are sold, how customers purchase them, competitors' activities and the best way to promote their brand. Only then do they brief their in-house design department who are independent of production and create almost photographic 3D visuals using leading edge CAD technologies. Because this process is so powerful the image their customers see as a full colour CAD visual is exactly what they would get in production.

We had great communication, together with great engineers and we all worked together which was brilliant.

Phil Bateman, Machine Shop Manager

It’s therefore a testament to Biesse’s culture that the main reason Axiom chose the Rover C Edge, was due to the build quality of the machine. “The Rover C Edge out performed the competition on several fronts” said Phil Bateman, Machine Shop Manager at Axiom, “the ease at which the control panel can be accessed by the operator and the actual smaller footprint of the machine, were influencing factors in our decision. However, the main reason was the build quality of the machine and edge banding unit. The ‘closed circular jointing’ was accurate, consistent and repeatable with no secondary processes required. Once the edging tape had been applied, the job was finished, unlike other machines where an operator would have had to ‘trim’ the butt joint to ensure the quality we demand for our customers”.

The other overriding factor in Axiom’s decision to buy Biesse was the 5 year warranty and peace of mind which is provided in minimising the risk of key component failure and the associated costs of repair. “We all know things can go wrong and sometimes do, but Biesse’s five year warranty means we can plan knowing there’s no financial penalty in keeping the machine running to maximum efficiency. The whole experience with Biesse filled us with confidence. From the initial consultation, followed up with a visits to one of their customer sites and Biesse’s manufacturing facility in Italy, together with bespoke machine configuration and actual real time testing using our panels, which not only proved the concept of an edge banding CNC router, but that the Rover C Edge would meet our requirements in terms of current work commitments and future plans. As a result of our investment, we’ve managed to win more business, especially from an office furniture company. We now produce circular and ‘P’ shaped tops at the rate of between 600 to 1,000 units per batch”.
According to Phil the whole consultation process was ‘brilliant’. “We developed a relationship based on honesty and trust. We knew what we wanted to achieve and with the help of Biesse, we developed a specification which entirely met our production requirements. The configuration of the machine included twin routers as well as two drill blocks (rather than a saw attachment), together with extra pads and clamps, as this ideally suited our processes and machining demands. It was a complete collaborative effort.”
Following the machining trials at Biesse’s plant in Italy the installation and commissioning phase was completed with both parties working together. “We had great communication, together with great engineers and we all worked together which was brilliant. I was kept fully informed at all stages of the process”.
When asked whether Phil would recommend us he said “I already have” and that he would “affirm Biesse’s build quality and they have a great team with great integrity”.


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