A pioneering new British company specialising in diamond blades and core drill bits claims it is leading a revolution in the plant hire and re-sale market, and is laying down the gauntlet to competitors to match it for quality.

Chief executive of Derby-based Edge Tools & Equipment, Ian Clarke, says his company is driving change in the industry with a combination of superior quality blades that will outperform anything of similar specification on the market and be highly competitive in terms of price.

Mr Clarke said: “Manufacturers are running scared because they know we can beat them both on price and specification. We are not only providing guaranteed high quality products that help our customers increase their profits and market share, but we are also fully supporting them with the sales and marketing support they require.

“We have produced a quality, glossy brochure and guide that will help them choose exactly the right specifications for a particular task, and we hope to ‘educate the market’ so that there is no mystery about the use of diamond products. This is a keystone to our offer which includes provision of POS materials, promotions, full service support and a technical hotline.”

Edge already has a comprehensive range of 60,000 units in stock. Able to supply for any order, it can also provide special products for particular applications. Its ‘flagship’ line is the AS 80/350 asphalt cutter which, on average, can easily tackle 2,000m at a full depth cut of 117mm. Edge claims it not only lasts longer and cut faster than other blades, but will also maintain its performance when put to work on the tough aggregates commonly encountered in the south of Britain.

The secret to the company’s success lies in its unique top level cultural, political and business links it has developed with China. Mr Clarke said: “We will go head to head with any competitor in any test of quality. Manufacturers have taken advantage of a smokescreen of misinformation to protect their sales, but there is no place left to hide.

“This is no short term phenomenon either; our outlook is based on long-term development of the UK and European rental and construction market. In the end, it is our customers and end-users who are going to be the winners.”