Charter Controls is a family-run business established in 1992 and prides itself on helping its customers during these difficult times. For many years, Charter Controls has been a global sourcing agent to high-value service providers and distributors, as well as supplying directly to panel builders, importing control panel products from original OEMs who manufacture for larger established brands across the globe.

Interview with Amir Sami, Business Development Manager at Charter Controls.

Easy Engineering: A brief description of the company and its activities.

Amir Sami: Our company’s ethos of “working for our customers” has enabled us to establish many strategic partnerships, which has been key in securing year-on-year growth for the company. As an appointed manufacturers’ agent, Charter Controls has been able to differentiate itself uniquely, by offering control panel components at competitive prices, and enabling our UK panel builders to reduce their product purchasing costs and eliminate long delays in project completion.

As a business we are continually exploring new ideas and seeking ways to improve our ability to deliver the best possible experience, drawing on appropriate technological advancements within the industry. Our latest developments have been an all-new website with customer-specific web portals, and state-of-the-art sales, purchasing and stock-management software.

These exciting new advancements are helping us lead the way within our industry and keeping us focused on what is important to us as a company, you. We strive to make your experience with us easy and informative, helping at every stage of the process to ensure we offer the best possible customer service.

E.E: What are the main areas of activity of the company?

A.S: As a manufacturers agent, Charter Controls specializes in supplying low voltage control products directly from global OEMs to the Control Panel and Automation industries, adding value by striving to improve your purchasing experience and improve your profit margins via tailor-made services to suit your individual business needs.

E.E: What’s the news about new products?

A.S: Unipower UK trading as Charter Controls specializes in supplying a wide range of low voltage control products to the Control Panel and Automation industries. These products are sourced directly from global Original Equipment Manufacturers (OEMs) and cover various components and solutions essential for control panel construction, automation, and industrial systems. Some of the product categories they deal with include:

Control panel components: Various electrical and electronic components used in control panel construction, such as relays, switches, and indicators.

Automation products: Components and devices used in automation systems, including programmable logic controllers (PLCs), human-machine interfaces (HMIs) and Load monitors.

Energy management and monitoring devices: Energy meters, power quality analyzers, and monitoring solutions designed to optimize energy consumption and efficiency.

Industrial Internet of Things (IIoT) devices: Products that enable connectivity, data collection, and remote monitoring and control of industrial systems, contributing to enhanced efficiency and productivity.

Automatic Transfer Switches (ATS): Devices that ensure seamless switching between primary and backup power sources, providing uninterrupted power supply and improving energy efficiency.

Bespoke product design: Collaborative efforts to design and create control system components tailored to specific customer requirements.

Technical and application support: Expert assistance and guidance for application-related queries, technical challenges, and system design.

Next Day Delivery and inventory management solutions: Services that include prompt delivery, bonded stock options, and call-off orders to streamline inventory management and project completions.

Overall, Unipower UK trading as Charter Controls offers a comprehensive range of products that cater to the needs of the Control Panel and Automation industries, with a focus on improving the customer experience, efficiency, and profitability.

E.E: What are the ranges of products?

A.S: In the face of economic uncertainties, it becomes crucial for businesses to be prepared for challenging times and to implement strategies to minimize the potential disastrous effects on their operations. As companies select suppliers, the focus on supplier value creation and all activities contributing to it has gained increasing significance. In today’s rapidly evolving industry landscape, the ability to compete and form strategic partnerships hinges on the capacity to create value for all stakeholders involved.

At Charter Controls, we understand the importance of efficient and reliable services in the B2B environment. That’s why we proudly offer our valued customers a range of tailored solutions to enhance their business operations. Firstly, we provide Next Day Delivery across the UK mainland through trusted carriers, ensuring that your orders reach you promptly and without delay. Secondly, our commitment to Technical & Application Support ensures that you have access to expert assistance for any application-related queries or technical challenges via our trusted manufacturers. 

Our headquarters in Hastings are equipped to provide dedicated support over the phone. To further streamline your inventory management, we offer Bonded Stock options and call off orders, allowing you to maintain consignment stocks of commodity control panel products. This arrangement facilitates smoother project completions, reduces supply uncertainties, and optimizes your purchase-to-pay process, saving you time and improving overall profitability. Additionally, we provide flexible terms on the services we provide that cater to your specific business needs, granting you the freedom to make adjustments without incurring any financial penalties. As a manufacturer’s agent, we directly source our products from global OEM’s who manufacture for large established brands, enabling us to offer competitive pricing with manufacturer price support, ensuring you get the best value from your supplier. For unique control system design needs, our team is eager to explore Bespoke Product Design possibilities in collaboration with our manufacturer partners, analyzing commercial viability and allowing you to have products tailored to your exact specifications.

E.E: At what stage is the market where you are currently active?

A.S: Charter Controls has closely observed the shifting market trends in the UK panel building industry and proactively adapted to meet the evolving demands. As a forward-thinking supplier, we have sourced smarter products to address these trends and provide innovative solutions to our customers.

For instance, in 2023, we observed large demand for Automatic Transfer Switches (ATS) to cater to the increasing demand in power generation and the rising cost of energy. These ATS systems enable seamless switching between primary and backup power sources, ensuring uninterrupted power supply and enhancing energy efficiency.

Moreover, recognizing the growing importance of IoT connectivity, we have embraced the Industrial Internet of Things (IIoT) by offering HMI (Human-Machine Interface) and Energy Meters with IIoT capabilities. These advanced devices allow our customers to monitor and control their systems remotely, gather valuable data for analysis, and optimize energy consumption, thereby enhancing productivity and efficiency.

In addition to addressing specific advanced industrial products, we intend to continue to invest in research and development of our e-Commerce capability to stay at the forefront of market trends. Our commitment to providing cutting-edge solutions and strategic sourcing options for panel building and system design ensures that we remain a reliable partner for our customers in the face of market fluctuations and economic uncertainties.

E.E: What can you tell us about market trends?

A.S: Charter Controls is dedicated to delivering innovative products and solutions, empowering businesses to thrive and maintain competitiveness in the ever-changing UK panel building market. Our unwavering commitment to value creation and strategic partnerships ensures your business not only survives but thrives in challenging times, even amidst economic uncertainties. We offer diverse Routes to Market, including national and international high-value service providers, private branding services, and specialized Control Gear distributors and wholesalers, to bolster the resilience of your supply chain. With Charter Controls as your reliable ally, you can focus on your core business objectives with confidence, knowing that we navigate economic storms together, forging a path towards sustained success. Simplifying your experience and supporting your growth, we eagerly anticipate becoming your trusted partner in providing exceptional solutions tailored to your specific needs.

E.E: What are the most innovative products marketed?

A.S: Our most innovative product has to be Unipower Load Monitors which measure and manage electrical loads in various applications. These load monitors are advanced devices that enable users to accurately monitor and control the power consumption of electrical systems. Our advanced load monitoring solutions enable accurate measurement, real-time analysis, and control of electrical loads. These capabilities are vital for optimizing energy consumption, enhancing operational efficiency, and ensuring the safety and reliability of electrical systems across various industries. We have explored the features and benefits of these Load Monitors in a seperate article highlighting its uniqueness, published in Drives & Controls magazine May 2023 edition.

E.E: What estimations do you have for 2023?

A.S: As 2023 unfolds, many companies may unfortunately face further challenging times, possibly leading to business closures. Those who have not thought ahead, failed to plan for cost reductions, and chosen suppliers wisely could find themselves particularly vulnerable in the ever-changing market landscape. It emphasizes the crucial importance of foresight, strategic planning, and making informed decisions when selecting partners and suppliers to navigate economic uncertainties successfully. At Charter Controls, we are dedicated to empowering businesses with innovative solutions, prudent strategies, and reliable support to help them not only survive but thrive amidst these demanding conditions.

Charter Controls, simplifying it for you!