Specialist Equipment and Targeted Marketing Drive Competitive Bidding and High Returns

In June 2024, Delta Tooling, a specialist toolmaking company based in Horsham, UK, closed its operations and appointed Apex Auctions to oversee the sale of its precision equipment. With 281 assets on offer, including advanced CNC turning centres, 5-axis machining centres, and metrology systems, the sale required a strategy focused on high-value asset promotion and specialist buyer engagement.

Standout assets included a 2020 CMZ TA 20YS-640 Twin Spindle CNC Turning Centre with GL 20II Gantry Robot and a +GF+ AgieCharmilles Mikron UCP 800 Duro 5-Axis Machining Centre, attracting strong interest from precision engineering and aerospace suppliers.

Smart Promotion of High-Performance Machinery

To maximise visibility and value recovery, Apex crafted a strategic outreach plan aimed at niche buyers seeking toolroom-grade machinery and CNC systems:

• Asset-led campaigns featuring detailed specs and photos to highlight value
• Email marketing to targeted buyers across toolmaking, aerospace, and subcontract machining sectors
• Digital advertising and boosted social media listings to drive awareness in the UK and Europe
• Direct outreach to Apex’s high-intent buyers for specific CNC and CMM equipment

The campaign generated strong market engagement and created a competitive bidding environment across categories.

Project Takeaways

• Apex's sector-specific marketing is ideal for toolroom and precision asset sales
• Strong asset presentation and targeting drove above-market results
• Delta Tooling’s closure was completed with minimal disruption and full accountability

Looking to exit or restructure a specialist manufacturing facility?
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