EXCLUSIVE: AJ Way range revived as Primacare purchases design rights, machinery and more
Following the shock announcement that established seating specialist AJ Way ceased trading and entered administration last month, Primacare has stepped in and purchased the defunct company’s product range’s design rights, as well as a number of other assets.
Based in High Wycombe, AJ Way had been designing and manufacturing handmade seating since 1936, however, following a string of acquisitions and buy-outs over the last eight years, the company entered administration in November 2018.
Tony Mercer, former Managing Director for AJ Way, announced the company was unable to reduce its production costs enough whilst simultaneously reducing selling prices, resulting in margin erosion and a loss-making business.
Following the announcement, Primacare has purchased the AJ Way’s former plant & machinery, design rights, intellectual property and the work in progress chairs.
In addition, the company has purchased some completed stock which is ready for sale.
Based in Wales, Primacare designs and manufactures an extensive range of bespoke, specialist chairs, with a broad selection of actions, fabrics, features and accessories.
David Tomlin, Managing Director of Primacare, told THIIS that it would have been a waste to see good equipment mothballed or scrapped, with the equipment investment playing a key role in the company’s 2019 expansion plans.
Primacare will now produce well-known and popular ex-AJ Way ranges including the Wendover and the Tate, as well as confirming it has already started to manufacture the Chatsworth at its South Wales facilities.
Speaking with THIIS, David explained why he decided to purchase the design rights and continue producing the chairs.
“Because they are good chairs that are still in demand,” he said.
“They will now be produced under the Primacare banner. The market has many manufacturers and this natural rationalisation simplifies choice but doesn’t impact on the offer for customers.”
For customers that have purchased chairs from AJ Way, David says Primacare is able to undertake some repairs and also has access to some spares for chairs purchased from AJ Way.
The Chatsworth is available now to order, with the Wendover and Tate ready to start production confirmed the company.
