We recently sat down with Manuel Añón, President of Hierros Añón Group, to talk about what has been a landmark year for the company. Following the strategic acquisition of operations across the UK, France, Belgium, and the Netherlands, Hierros Añón now operates across six countries, making it Europe’s largest family-owned steel distribution business. In this interview, Manuel reflects on how these expansions have shaped the company’s approach to growth and innovation, as well as its commitment to delivering quality and service excellence across new markets. Read on to learn how Hierros Añón plans to continue leading the way in steel distribution.
Q: “It’s been a year since you acquired operations in five new countries, making Hierros Añón Group the largest family-owned steel distribution business in Europe. How has this expansion impacted the company and its vision for the future?”
A: “The past year has been incredibly exciting for us at Hierros Añón Group. Expanding into the UK, France, Belgium, and the Netherlands has not only strengthened our position as Europe’s largest family-owned steel distribution company; it’s also been a thrilling journey of growth and learning.
“This expansion has allowed us to enhance our service capabilities, optimise our supply chain, and leverage synergies across these new markets. Looking ahead, we’re focused on integrating these businesses, fostering innovation, and maintaining our commitment to quality and customer satisfaction. Our goal is to solidify our presence in Europe while exploring new opportunities for sustainable growth.”
Q:”What initially drew you to the steel industry, and how has your perspective evolved over the years?”
A: “This story starts many years ago, when my parents returned from Switzerland, where they had emigrated in search of a better future. We started a small rebar workshop right under our house, and from a very young age I was involved in the business. While my father focused more on the construction side, I dedicated myself to the steel industry.
“Over the years, I witnessed first-hand the evolution of the industry, from traditional craftsmanship to modern, technology-driven processes. While the market has changed, our core values – quality, reliability, and long-term relationships – have remained the same. Today, seeing the next generation carry on this legacy with the same passion is incredibly fulfilling.”
Manuel Añón President of Hierros Añón Group
Q: “Hierros Añón Group has evolved significantly since its founding by your father. With the next generation now involved, how do you see the company’s growth and the recent acquisitions shaping its future?”
A: “Well, we have certainly come a long way since my father and I founded the company. What started as a small family business has now grown into one of the leading steel distribution companies in Europe. With the next generation actively involved, our vision is to continue expanding while staying true to our core values.
The recent acquisitions in the UK, France, Belgium, and the Netherlands mark a key step in our growth strategy. In particular, our goal is to establish ASD as the market leader in metal distribution and processing in the UK. By leveraging synergies across our group, optimising operations, and investing in innovation, we are confident that we can achieve this and further strengthen our position in the European market.”
Hierros Añón Group European Coverage – Mills & Distribution Centres
Q: “You’ve mentioned wanting to make ASD the biggest metal distribution and processing supplier in the UK. What specific steps are you taking to achieve this ambitious goal?”
A: “Yes, we have high ambitions for the UK and, to achieve this, we are focusing on several key initiatives:
- Operational Efficiency – We are optimising our supply chain, streamlining logistics, and enhancing our processing capabilities to improve service levels and reduce lead times. Additionally, the opening of new centres will allow us to extend our coverage and improve our ability to serve customers more efficiently.
- Investment in Technology – We are implementing digital solutions and automation to increase productivity, improve customer experience, and enhance inventory management.
- Strategic Growth – We continue to expand our product range and service offerings to meet the evolving needs of our customers, strengthening our position in the market.
- Customer-Centric Approach – Our focus remains on building long-term partnerships, providing high-quality products, and offering tailored solutions.
By staying committed to these initiatives, including the expansion of our facilities, we are confident that we can position ASD as the leading supplier in the UK metal distribution and processing industry.”
Q: “What have been the most significant challenges you’ve faced integrating four new countries into the business, and how have you addressed them to ensure continued success?”
A: “The biggest challenge in this expansion has been, and continues to be, the shift in mindset – from working within a rigid multinational structure to becoming part of a family-owned business that is more agile, more personal, and focused on long-term relationships. This cultural change takes time as it requires a new way of thinking, decision-making, and interacting with both customers and colleagues.
Our ambition remains clear: to be the best in our field. This is not just about expanding geographically; it’s about building a company where people, service, and innovation set us apart in the industry.”
Manuel Añón with his sons Manuel (left) and Gonzalo (right)
Q: “You’ve expressed a desire to be the best in your field. What are some of the key areas you prioritise to maintain a high standard of service and quality, especially as the company grows and adapts to new markets?”
A: “Our goal is to be the best in our field, and to achieve that we focus on three fundamental aspects: our people, our customers, and our operations. We invest in our teams, making sure that they share our values and commitment to excellence. We build strong relationships with our customers by offering personalised service and reliability. And we continually improve our operations, optimising logistics and embracing new technologies to stay ahead. Growth is important, but only if it strengthens our quality and service, which are at the heart of everything we do.”
Q: “With the steel industry constantly evolving, what trends do you believe will shape its future? How is Hierros Añón Group positioning itself to stay ahead in a competitive market?”
A: “The steel industry is changing fast, and staying ahead means adapting to new challenges. The market demands faster service, more flexibility, and better technology to improve efficiency. Competition is strong, so offering quality, reliability, and responsible solutions is more important than ever.
At Hierros Añón Group, we focus on improving every part of our business – simplifying processes, investing in technology, and strengthening our logistics. We’re always looking for smarter, more efficient ways to operate while keeping sustainability in mind. Our goal is to keep growing without losing what makes us different: our commitment to service, long-term relationships, and a way of working that puts people first.”
The Anon family receiving an award for social impact: From left to right: Manuel, Andrea, Dolores, Manuel Sr., and Gonzalo
Q: “As Spanish owners now leading a business in the UK, what’s been the most surprising or enjoyable cultural difference you’ve experienced since making the acquisition, both personally and professionally?”
A: “What we’ve found most interesting is the difference in how business relationships are approached. In Spain, we tend to mix the personal and the professional from the start, fostering a closer, more informal dynamic. In the UK, relationships are often more formal and develop gradually over time.
We’ve also noticed that punctuality and thorough planning are prioritised more in the UK workplace, while in Spain there’s usually more flexibility. We as a family have thoroughly enjoyed getting to know these new cultures, as they’ve allowed us to blend the strengths of both the Spanish and the British ways of working, creating a more effective and balanced approach.”