Interview with Dean Brown, CEO of Asmuss Steel & Flow Control

What does your business do?

Asmuss Steel and Flow Control supplies steel and flow control products to some of New Zealand’s biggest infrastructure and construction projects;

Asmuss Steel supplies the construction and manufacturing industry through to a large array of Civil projects. Our dedicated team are adept at providing solutions in what is regularly a demanding environment, requiring tight lead times, material integrity and competitive pricing.

Steel is procured from the most reputable mills around the world, to certify product quality and traceability.

Asmuss Flow Control supplies to the water and wastewater industry; supporting water distribution, pump stations, treatment plants, reservoirs and irrigation, and to the industrial field; supplying to chemical processing sites, power and energy generation, pulp and paper, oil and gas sites.

The Flow Control side of the business also supplies to the building industry for heating, ventilation, and air conditioning, siphonic, sanitary, trade waste, chemical waste and fire protection.

Every day we live out our purpose to create a stronger New Zealand by helping our customers, communities and people succeed.

How long has Asmuss been in business?

Asmuss is a 100 percent New Zealand-owned business, founded by H J Asmuss in 1920. It is one of the largest privately-owned companies in its field.

Family-owned for four generations, with the fourth generation of Asmuss family members now shareholders in the business, the Asmuss family continue what their predecessors did – directing profits back into the business, making smart acquisitions and supporting the NZ economy.

Asmuss is one of the few companies in New Zealand that holds such an intergenerational legacy and has stayed loyal to what it means to be a New Zealand owned and operated company.

In 2020 we marked 100 years in business, however due to Covid-19, we decided to celebrate the Centenary last week (15 April).

We held a private event at the Park Hyatt for friends, family, staff, client, suppliers and industry bodies associated with Asmuss.

Last year, Asmuss amalgamated all four brands (HJ Asmuss & Co, Asmuss Plastic Systems and Asmuss Water Systems, Asmuss South Island) and is now trading under one unifying brand – Asmuss Steel and Flow Control.

How has Covid-19 been affecting your company?

This time last year, we, like many companies, had a limited pandemic plan in place, so we had to quickly adapt, learn and create a detailed pandemic plan and mobilise staff to work from home.

Our management team did everything we could to support our staff during Covid. This included introducing mental health awareness and wellbeing practices.

How are you finding present business conditions?

We are experiencing a period of growth and are proud to be supplying industries that are the ‘engine rooms’ to get NZ back on track post-Covid and help NZ navigate our way out of a recession.

Those industries include water reform, infrastructure, construction and shovel-ready projects with central and local government.

Where are the future opportunities for your company?

We are excited about what the future holds for Asmuss and the company. The amalgamation of the four brands into one in 2020, along with the brand refresh, has improved business alignment creating opportunities to leverage our scale and provide greater clarity on Asmuss capability and product offering to customers.

Asmuss will continue to supply industries that will do well in New Zealand in the future such as construction and infrastructure, industrial processing, shovel-ready projects, and projects that will be part of the three waters reform programme.

In April we launched the Asmuss Charitable Trust to continue in our commitment to create a stronger New Zealand by helping our customers, communities and people succeed.

The Trust will provide financial support to local communities where the Asmuss Group has a physical presence.  Supporting areas such as financial literacy, budgeting services, cultural, leadership, youth development focused on employment pathways and young family support.

Areas of development?

We will continue in our commitment to supplying large-scale projects and the replacement market, while delivering technical excellence and providing exceptional customer service.

I believe business longevity is about having true partnerships with our valued suppliers and customers — to ultimately maintain consistency, quality, and succeed together.

We have over 230 staff, each of whom show commitment and pride working for Asmuss, and their professional development is someone we will continue to invest in.

Asmuss is committed to pursue inorganic growth opportunities that will strengthen our value proposition and the ease of doing business for customers.  

Our digital initiatives were expedited because of the pandemic. From connecting the workforce, e-commerce, website enhancement, working towards setting up a virtual branch for the near future, and supply chain automation.

Asmuss plans to invest in digital innovation in our next phase of growth.

We are also committed to creating an environmentally and sustainable business and will invest further in that in the future.

Business sustainability is more than about achieving carbon neutral goals but also includes health and wellbeing of our people, which has become even more relevant these last twelve months.

*How hard is it for you to find the right staff?

Companies are working harder to retain their good staff, that said, good talent are more cautious on their next move ensuring they move to companies that are solid and sustainable.

Asmuss has learnt to be patient in hiring not only experienced people, but those who are the right fit with our company culture.

We are finding, as we promote our profile and capability, the interest in joining Asmuss is increasing. People like the fact we are a privately-owned flat structured business, not a corporate, and we have the scale to provide career pathways.

In the current climate Asmuss also needs to cultivate and develop talent from within. This has resulted in an increased focus and investment in training and development for existing staff to help make them successful. 

*Looking forward – where is the construction market going?

We are fortunate to be involved in supplying the industries (construction, infrastructure and the three waters) which will be some of New Zealand’s economic recovery drivers post-Covid.

The outlook looks positive with vertical construction customers reporting solid books of work through till at least the end of October 2021.

We are seeing increased inquiries related to the infrastructure sector and like many, are looking forward to more shovel ready projects getting started.

We look forward to seeing what shape the water form takes over these coming months, as this is another segment that will open some good opportunities for Asmuss.

Asmuss is excited about what the future holds and is well position for the next phase of growth.

*Are you working with firms who are working on projects in the Super City?

*If so, in what way?

Yes, we are. Asmuss is supplying steel to the Central Rail Link, Civic Centre Carpark, and the Papakura to Pukekohe rail electrification.

Asmuss has also supplied pipes, valves and fittings to the Waikato 50 drought relief pipeline, Pukekohe Wastewater Treatment Plant and new Pukekohe Reservoir, and Central Interceptor wastewater project.

*Multinationals are doing well in the Super City. Do you work closely with them?

Yes, we find multinational construction companies bring significant scale and capability, such as;  Ghella, (building Central Inceptor), Vinci (owns Electrix, Heb, March Construction), Aveng (owns McConnell Dowell).

These companies are seeking supply partners who can offer top quality locally manufactured products and the best global brands like Asmuss.