Small East Yorkshire firm Rhinox sets up US distribution network after leap in sales

A small firm in rural East Yorkshire which has increased sales five-fold since its launch in 2018 is now shaping its American dream as it plans the next phase of growth.
Michael Crossland
By Michael Crossland
Published 27th Feb 2023, 16:45 BST
Updated 27th Feb 2023, 16:45 BST

Rhinox Group Ltd specialises in selling excavation buckets and attachments. The firm has taken turnover from £3.5 to £17m in just five years and has now set up a distribution network in the United States which it hopes will cut delivery times from weeks to days.

The business is using technology to drive its campaign, with Hull-based performance marketing agency 43 Clicks Northdelivering a new e-commerce programme for the firm.

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Will Hooper, sales director of Rhinox, said: “We evolved from a plant spares business and had been selling our products under the Rhinox brand since about 2014. We made big changes in 2018, renaming the business after the successful brand, committing to continuous improvement and taking turnover to £17m.

Rhinox 2: Will Hooper of Rhinox (left) with Mike Ellis of 43 Clicks North at the Rhinox headquarters in North Newbald, East Yorkshire.Rhinox 2: Will Hooper of Rhinox (left) with Mike Ellis of 43 Clicks North at the Rhinox headquarters in North Newbald, East Yorkshire.
Rhinox 2: Will Hooper of Rhinox (left) with Mike Ellis of 43 Clicks North at the Rhinox headquarters in North Newbald, East Yorkshire.

“We are aiming to reach £50m in the next three years and some of that will come from the US as a result of our investment in our own distribution network over there.”

Rhinox employs more than 40 people. Around 30 of them work at North Newbald, near Beverley, where the site has been transformed from traditional farm buildings to a headquarters for manufacturing, storage and all back-office functions.

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