A RECESSION-HIT Shropshire manufacturer which saw its order book shrink by 90 per cent “almost overnight” was today celebrating a deal with which could result in sales of more than £150 million.

Whitchurch-based Cobra UK, which makes seats for the automotive industry, was crippled when the economic downturn struck, with car manufacturers axing production lines and in some cases shutting down completely.

But now new export opportunities and a new design for a light-weight seat for the aviation industry, means the company is emerging from the recession and gaining orders.

Managing director Gary Seale said: “In October 2008, we were gripped by a worldwide slump which saw almost overnight the order books shrink by 90 per cent.  Luxury vehicles in particular were badly affected with some of the manufacturers claiming 30 per cent reduction in output, Cobra’s figures actually saw a reduction of 95 per cent.”

But export markets have helped keep Cobra in business, with a new deal to supply aircraft seats to Russia in the pipeline.

Mr Seale said a combination of new services and grant aid, a UK Trade & Investment initiative to export products and a “never say die” attitude had seen Cobra survive the worst of times.

“New market opportunities in both Sweden and China were sought, after protracted negotiations, design changes and product, the export side of the business helped keep Cobra afloat during the deepest darkest depths of recession at th beginning of 2009.

“Using our core skills of advanced design and project management and by using AWM-funded initiatives and some applied thinking, Cobra has now developed a low-cost low-mass airline seating product for the aviation industry. This seat is some 5.2kg lighter than its competitors and for an airline using 220 seats passenger seating configurations, this can translate into savings of over £530,000 per annum per aircraft.

“Coupled to this aircraft design is now a will and desire to spread the product range into seating stadia and football grounds and Cobra UK can now be boast being seen in the dugout of Premiership Birmingham City and potentially a few other local clubs as well.”

The company also attended a group visit to  the MAKS 09 Air Show Zhukovsky as part of a UKTI Shropshire/Worcestershire and the West Midlands Aerospace cluster initiative.

Mr Seal added:  “This has resulted In Cobra’s new airline seats division, based in Whitchurch,  being requested to sign a declaration of intent to supply two of Russia’s largest aircraft makers, with potential sales well in excess of £150 million.

“Cobra are proud to flag around the world and sincerely believe that the Passport to Export initiative to get small companies to look at export possibilities is a real worthwhile and potentially profitable route forward in what has been possibly the quickest acting and most distressing downturn in modern industrial Britain.

“The future is bright for Cobra, it looks very, very promising.”