A new force cutting through the UK machine tool market

ROMI Machines UK has a proposition for the UK market that challenges long-held perceptions around price, performance and support. While still a relative newcomer to these shores, the Brazilian CNC machine tool manufacturer is drawing on almost 100 years of engineering heritage and a substantial global installed base to position itself as a credible alternative to brands more established in the UK.

“At a market positioning level, we’re far from entry-level,” states Eduardo Paiva, General Manager of ROMI Machines UK. “We offer quality, features and functions that compare with tier-one machine tool brands, but at a more competitive price.”

Think vertical

A key differentiator lies in the company’s vertical manufacturing model. Unlike some machine tool builders that rely on outsourcing, ROMI designs and produces all major mechanical elements at its facilities in Brazil. From castings to CNC-machined components, the company maintains full production control. For instance, by designing and manufacturing its own cast bases, ROMI can model thermal behaviour and understand how temperature variations affect machining accuracy over time. The result is a platform engineered for stability and consistency in real-world shop-floor conditions.

“In-house manufacturing is a key advantage,” remarks Eduardo. “It gives us full control over build quality and lead times, while allowing flexibility to meet specific customer requirements. Our approach also ensures complete traceability, with every component linked to its production origin, material batch and manufacturing process.”

Longevity is another hallmark of the brand. “We have machines in the field that have been running for 30 years. We even know of lathes operating after 40 years. And if users of those machines need a spare part, we still have the design. Even if it’s not in stock, we can make it. This long-term support is increasingly valued by those seeking maximum return on investment.”

ROMI complements its proprietary structures with standard parts from globally recognised suppliers. CNC systems from Siemens or FANUC, turrets from Duplomatic or Sauter, and hydraulics from Bosch Rexroth deliver familiarity for UK users. However, Eduardo is keen to emphasise that ROMI’s offer goes way beyond machine supply.

“Our mission is simple: help the customer make money. Every project, every application is based on that premise. It shapes our approach from initial consultation through to aftersales support.”

Personal service

Rather than a transactional sales process, ROMI focuses on building relationships. Pre-sales engagement includes application advice and process optimisation, with training tailored to customer needs. “We don’t just say two days of training and that’s it. We provide as much training as the customer wants. They must be comfortable with the machine to maximise performance and profitability.”

Support continues long after installation. The UK operation offers a dedicated hotline, but accessibility goes further.

“Most of our customers have the mobile numbers of our team, including mine,” reveals Eduardo. “I’ve had calls on a Sunday from customers needing advice, and of course I help. Everyone at ROMI has a technical background. For my part, I’ve been with ROMI for 26 years.”

With a technically experienced team on the ground, ROMI combines global manufacturing strength with local responsiveness. This customer-centric approach is proving particularly attractive to SME manufacturers, a segment ROMI sees as a major growth opportunity in the UK. And for those struggling to access capital funds, ROMI offers flexible finance solutions, even including rent-to-buy options.

“We collaborate with customers to find payment conditions that suit them. Under our rent-to-buy model, for example, customers can operate a fully commissioned machine for a fixed monthly fee, with the option to purchase or upgrade at the end of the term.”

Further reinforcing confidence in its products, all new ROMI machines are supplied with a 36-month warranty as standard.

Organic growth

Looking ahead, the company is focused on steady, organic expansion.

“We want to grow step by step in the UK,” notes Eduardo. “Once a customer buys one ROMI machine, they usually return for more. They see not only the quality and value, but also the support. Every customer is a partner.”

With continued investment in its UK subsidiary, including team growth and increased stock availability, ROMI Machines UK is aiming to double its current sales levels in the next three years. The ambition is clear: combine robust engineering, competitive pricing and close customer relationships to build a lasting presence in the UK market.