Emma Armitage

Industry:  Industrial Services
Business:  Excel Water
Year Founded:  1993

"Joining the family business was an opportunity to run the business, have a say about where to go and be really innovative."

Business Overview

Excel Water Ltd is a family-run business, run by brother and sister Emma Armitage and Darren Field, who were passed the business by their father. The business manufactures bespoke water treatment plants and equipment, which are sold to manufacturers and major blue chip companies.


The major challenges faced by the business are wining larger contracts and managing rapid growth. Recruiting the right staff to grow with the business has been critical. With increasing turnover year-on-year, the way the business has been managed has evolved, allowing a more targeted approach to customers.


Through 10,000 Small Businesses UK, Emma developed a 5-year growth plan. After the first year the business doubled its turnover, and has exceeded its sales forecasts. Emma now has the tools and the confidence to meet their plan and drive the business forward, including new opportunities for international distribution.