AMC addresses declining cable standards while expanding manufacturing control, certification, and global market access
In the cables market, something is hiding in plain sight. “Copper prices have placed manufacturers under sustained pressure. The commodity environment is tough; margins are squeezed, and you are seeing a quiet erosion of standards across the market. People are cutting corners to survive, and buyers rarely know it.”
For Brent Collins, Managing Director at AMC, that observation is not abstract – it is the lens through which he runs the business.
Founded in 1964 and based in Manchester, AMC manufactures cables, as well as being the official UK distributor of electric components for globally recognized brands.
When Brent took on the role in 2021, he focused on building systems, securing certifications, and adding structure to the company’s operations. Now, that phase is shifting into action, turning those investments into results.
That structure has sharpened AMC’s position on something Brent feels strongly about. Falling standards are not treated as a market observation at AMC – they shape how the business is built and how it goes to market. Brent points directly to manufacturing as the place where quality is either controlled or compromised. “I make that point first because it is the foundation of everything we do and everything that sets us apart. We are not a stockist. We are not a distributor. We convert raw copper into finished cable and supply it to more than 600 clients worldwide.” Keeping production in-house means AMC controls how each cable is made and how it performs across more than 8500 SKUs.
Quality and control
Brent’s background includes supply chain, operations, and leadership roles. That hands-on experience shapes his view of control as practical rather than theoretical, and it comes to life as work moves through the system.
He avoids generalities and points to real market issues. “I’ve come across cable with copper content below the required standard, sold as if it were compliant. I’ve seen cable sold under categories it doesn’t belong to, deliberately blurring the lines so buyers do not realize what they are actually buying. I’ve also found cable cut short, sold by the meter, and no one catches it until it matters.” Another concern is non-compliant tracer cable. AMC’s bi-color tracer cable has the two colors manufactured into the cable, where non-compliant cable has the second color simply painted on. “That paint is not part of the chemical composition. It doesn’t meet the standard. It smudges and fails. In some applications, it creates real risk,” Brent explains.
“In automotive and marine applications, cable failure is not a minor inconvenience. The stakes are much higher.” The questions themselves are straightforward. Every buyer can ask their supplier: Where did this come from? Who made it? How do you know it meets the standard it claims? As the primary manufacturer, AMC answers those questions for every meter of cable it makes.
Building the platform
Buyers in these sectors often assume the products they buy meet the required standards, but Brent has seen otherwise. To give AMC’s customers peace of mind, the company built a platform focused on control and scalability, starting with operational data. “First, we put in a new ERP system, because everything else depends on clean, accurate operational data at the core,” he explains. On top of it, a business intelligence layer gives real visibility across operations.
“Recently, we embedded AI capability across our heavy administrative functions. The goal is clear: free the team from process management so they can focus on client engagement and support.” As a result, the team spends more time where it matters most.
AMC Connect gives clients direct access to the full product range and continues to evolve. With just a few clicks, clients can find what they need, trust the source, and move forward. “It’s live, growing, and changing how our clients experience working with us.” In just a few months, AMC Connect accounts for a large share of transactions.
In addition, certifications are opening doors to new markets. Lloyd’s Register approval enables AMC to take on marine projects where compliance is essential. UL certification powers business in North America and the Middle East. Brent ties these milestones to a bigger plan. “Before, we could not compete in these markets. Now we can. The strategy is clear: build the certification foundation, then grow through it.”
To reflect this ambition, AMC has updated its website domain to amc-tcg.com, with ‘TCG’ standing for ‘Taking Cables Global’. Already used in more than 50 countries, ranges like OceanFlex are well established internationally, but AMC is continuing to strengthen its marine offering with newer additions like Corronex and Arctic-T. This shift represents AMC’s commitment to being more accessible, recognizable, and better positioned as a UK manufacturer on a global stage.
From foundation to result
With the foundation set, AMC is moving forward. “The second half of this year is all about turning that groundwork into real results: winning new clients in new regions, building deeper relationships with existing accounts, and managing margins as we navigate volatile commodity prices,” Brent shares.
AMC’s focus on structure and control shapes how the product range grows. “We do not add SKUs at random. Each new product strengthens our portfolio and serves a real client need.” This approach ensures the product range evolves as a unified unit.
Market direction
AMC focuses on markets where compliance and traceability matter. Brent draws a clear line between pricing and product integrity. “If a manufacturer or distributor is not honest about price pressures, they are either absorbing losses they can’t afford or cutting quality elsewhere. We communicate pricing changes directly and transparently with our clients. That is the only way to build a business on trust.”
Looking ahead, Brent sees today’s trends reshaping the market. Pressure on suppliers and smarter buyers are changing how decisions get made. “As commodity pressures keep squeezing distributors that have cut corners, and as buyers realize what that really means for the products they have been buying, the manufacturers who have kept their standards will come out on top. We have kept ours, and we are ready to make it count.”
