Birchills Automotive Targets MoD Opportunities Following Business Support and Strategic Acquisition

A long-established Black Country manufacturer known for engineering high-performance exhaust systems is entering a new era of growth, innovation, and diversification. Birchills Automotive, which has roots stretching back to the 1880s, has secured its first Ministry of Defence (MoD) contract, marking a significant expansion into new global markets focused on emission control technologies.

The family-run firm, led by father-and-son team Andrew and Oliver Wellings, is renowned for its specialist exhaust work with premium automotive brands, including Morgan Motor Company, alongside manufacturers of motorcycles, marine and industrial vehicles. Now, with support from the Walsall High-Growth Programme, Birchills is set to take its expertise into the defence sector, applying its turnkey capabilities from design and prototyping to full-scale production and testing.

In a major milestone, the company successfully acquired and integrated Cheeseman Products into its Walsall-based Green Lane facility. The relocation brought four skilled staff from Aldershot and expanded Birchills’ technical portfolio. Business growth adviser Gail Jennings, part of the Walsall programme delivered by Oxford Innovation Advice, played a pivotal role in supporting the transition, streamlining operations and identifying growth opportunities.

Through the support programme, Birchills also accessed a £30,000 grant from Walsall Council towards the £60,000 purchase of a new tube-bending machine—a crucial investment to boost production capabilities and take on additional complex projects.

“We are incredibly niche in what we do,” explained Director Oliver Wellings. “There are very few companies that can deliver exhaust systems that meet compliance standards while also delivering the right acoustics. Our work spans across automotive, off-road, marine, and now MoD applications.”

Oliver, who joined the family firm after a career in property, has also launched a spin-out sculpture business, repurposing stainless-steel waste from manufacturing. The initiative has already delivered eye-catching commissions, including installations featured at the King’s Coronation event in Dubai.

The Walsall High-Growth Programme has further supported Oliver’s business journey through peer-to-peer mentoring and ongoing strategy development, including exploring MRP systems to improve manufacturing efficiency.

Gail Jennings added: “Birchills is exactly the kind of high-potential manufacturer we love to support—ambitious, innovative, and embedded in the Black Country’s industrial heritage. With the right advice and tools, it’s well-positioned for sustained growth.”