
Strategic Update continued
OPERATIONAL SUMMARY – EXECUTING
OUR STAR STRATEGY CONTINUED
3. ADVANCE
Our Advance pillar is about delivering innovative products in the short and
medium term, driving increased sales, orders and pipeline.
Avon Protection
We have strong demand for masks from NATO countries and excellent
demand for both rebreathers and supplied air products.
During the year we won several strategic contracts within Avon Protection:
• UK MOD – £38m four-year contract for General Service Respirator;
• a seven-year Swedish police C50 contract;
• one-year extension to the M53A1 US DOD contract
• a five-year DRSKO contract for Self-Contained Breathing Apparatus;
• FM54 contract win with Australian Defence Force; and
• rebreather contracts in Germany and New Zealand.
We saw winning the GSR contract as important to defending our
commanding position as the respirator provider of choice across NATO
and the Five Eyes, so we were pleased to win this long-term contract
with the MOD.
Our position as the market leader in CBRN protection was further
strengthened by winning the contract to supply the Australian
Defence Force. This is a three-year deployment contract with follow-on
replenishment. Wenow supply the Australian military with both masks
and helmets and see this win against a long-established incumbent as
cementing our position as the mask supplier of choice to the Five Eyes.
As mentioned at the half-year, demand for masks from the DOD has
picked up slightly. We have strengthened our relationship with our DOD
programme office during the year and continue to work on improving
forecast demand.
Our rebreather continues to be the system of choice across NATO.
Wehavefurther rebreather opportunities in the pipeline and remain of the
view that we have a technological advantage over our competitors which
improves diver safety and mission effectiveness. The US Navy cancelled
its procurement for rebreathers but we have good current demand and
still see considerable opportunity with both US Special Forces and the US
Navy. We are working with both and believe we are well positioned for any
future prospects.
We are planning to launch the MITR-M1 Half Mask this financial year with
a groundbreaking goggle set and adaptable helmet integration clips to
be released by the end of 2025. We are also starting to get some traction
in chemically resistant suits and earlier this year we introduced the
EXOSKIN-S1 suit, offering advanced protection against chemical warfare
agents for up to 24 hours. We have made our first sales of EXOSKIN; whilst
modest, they demonstrate the customer need for the integrated CBRN
protection packages that we can now offer.
Team Wendy
During the year we announced two DOD orders for ACH GEN II of
$19.5m and $14.2m and orders for NG IHPS totalling $42m. We have now
successfully delivered seven lots of ACH GEN II to the DOD and continue at
run rate on our NG IHPS with no lot failures. Our focus now is on meeting
ACH GEN II customer demand for 2025 of over 50,000 helmets per year. We
are also making good progress on our discussions with the DOD to extend
our NG IHPS programme into sustainment post-2028 and an extension has
been indicated for the ACH GEN II helmet programme.
We have continued our strong partnership with the US Navy supplying our
EXFIL LTP bump helmets to US Naval Air Systems Command (NAVAIR) with
a $6.7m order this year. Our EPIC helmet, ideal for first responders, has also
been popular with US police forces, but sales in 2024 were hindered by
long lead times caused by raw material shortages. We are making progress
with our suppliers to solve this issue.
In pads, we had good success with the DOD, which has chosen our
Cloudline pad system as an accessory to the NG IHPS helmet.
We plan to increase US commercial sales by offering faster lead times
and expanding our growing EPIC customer base, launch a new rifle rated
helmet to meet customers’ needs in the US commercial and international
markets, refresh our EXFIL range and develop a new bump helmet.
Avon Protection’s first direct-to-consumer sales began in July 2023
with the C50 and FM50 on the Team Wendy online store. Following
this successful roll-out and healthy uptake from the market, the Avon
Protection-branded e-commerce site was launched within the US
ahead of Black Friday 2023.
This is a growing market adjacent to Avon Protection’s key military
and first responder markets, with demand driven by a global interest
in high-end CBRN protection among civilian groups. According to
a Finders report $11 billion a year is currently spent on emergency
preparedness across the US and Europe, with respiratory protection
solutions, emergency food supplies and survival kits all numbering
among the most in-demand items for customers in this user base.
The development and deployment of the e-commerce platform reflects
Avon Protection’s pivot toward sprint processes under the STAR strategy.
A key part of agile and scrum methodologies, sprint processes help our
teams deliver high-quality work faster and more efficiently. With the
benefit of these changes, the e-commerce platform was launched in
just eight weeks, from conception to the opening of online sales.
The launch of the platform also highlights Avon Protection’s drive
to adapt strategy to support user groups through their individual
marketing, acquisition and support journeys. We have put significant
emphasis on understanding how this pathway differs from that of our
traditional user groups and have adapted our strategies to ensure each
end user experiences the high level of customer satisfaction we are
known for across the government, military and first responder markets.
These continuous improvement efforts have played a significant role
in the success of our products in this B2C market segment and give us
confidence in adapting further as we roll-out into new markets.
With the success of the first-year sales into the B2C market in the US,
our focus for 2025 is on expanding this offering to new international
markets. We anticipate new launches in the Spring of 2025 and look
forward to expanding the number of end-users who can access our
world-leading CBRN protection products.
CASE STUDY
BUILDING B2C SUCCESS: ONE YEAR
OFE-COMMERCE
We are approaching the first-year anniversary of the launch of the
Avon Protection e-commerce platform, through which we sell a
selection of market-leading respirators direct to consumers in the US.
16
Avon Technologies plc Annual Report and Accounts 2024