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Exporting Case Study: Cobra Braiding Machinery Ltd


Successfully exporting 90% of products across the world 

Fourth generation Congleton based company successfully exporting 90% of products across the world 

Established in 1981, Cobra Braiding Machinery is a family run company, with over 40 years of experience.  Cobra is globally recognised as the market leader for wire harness braiding with innovation, quality and service at its core.  Cobra supplies machinery that is fitted in highway vehicles, constriction equipment, defence vehicles, aerospace, marine engines and agricultural equipment to name a few.   

Cobra traditionally supported the British textile market, however, at the start of the century, took the decision to pivot the business to explore the overseas market.  This has massively benefited the company, with an impressive 90% of Cobra’s manufactured equipment exported across continents to the USA, Mexico, China, Japan, Australia and Europe.  

Business owner Neil Hyde, Managing Director at Cobra Braiding Machinery said: 

“The USA is by far our biggest market, with around 70% of our products being exported there.  We would like to expand this market further and start to reach out to markets in South America in the future when we have increased capacity.  Export documentation has been a challenge, however our local Chamber of Commerce help us greatly on a day to day basis with invaluable support on this.  The Department for International Trade also supported us with business development in the countries we now sell to as well as much-needed guidance on selling to the EU post-Brexit. One other organisation I’d like to mention is the Catapult Centre, from whom we received guidance on improving productivity and funding to implement the recommendations.  This enabled us to streamline our manufacturing processes, which gave us greater efficiencies in production and remain competitive within our market.   

Jackie Randles, Chief Executive at East Cheshire Chamber, says: 

“East Cheshire Chamber of Commerce have been working with Cobra Braiding Machinery since 2010 and have seen Cobra Braiding develop a strong reputation as a leading manufacturer of wire harness braiding machinery with a global customer base. We have supported Cobra Braiding Machinery with export training courses and signposted them to other business support over the years. I was proud to be invited as a guest to the presentation of the Queen’s Award for Enterprise for International Trade from His Majesty’s Lord Lieutenant of Cheshire, Lady Redmond MBE in 2021, which is testament to the growth in international sales that this business has seen.  Cobra is one of only 205 organisation in the United Kingdom to be recognised with this business award.” 

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