With a refreshed brand and a new leader at the helm, Datalink Electronics is embarking on a new era of success 

Established in Loughborough, England, in 1983, Datalink Electronics Ltd (Datalink) is a UK-based contract electronics manufacturer that has evolved from its humble beginnings into a leading provider of electronic design and manufacturing services. With a strong reputation for delivering high-quality electronic products for several industries, the company specializes in designing and manufacturing electronics for sectors requiring high reliability, such as medical devices and equipment for explosive atmospheres. 

In November 2023, Datalink underwent a management buyout (MBO) led by Managing Director Mariam Smith, as the previous shareholders, Eric Luckwell and Ian Wilson, retired, and the MBO was seen as a strategic move to usher in a new era for the company. Mariam joins us to elaborate on the company’s evolution and the post-buyout strategy, which includes exploring new partnerships and collaborations to align with Datalink’s growth objectives. 

“As contract electronics designers and manufacturers, Datalink offers comprehensive services including conceptual design, development, fast-turnaround new product development, prototyping, PCB assembly, and full product lifecycle support, with a focus on low-to-medium volume, high-mix product profiles for a variety of sectors,” Mariam opens. “We offer both one-off production and full turnkey solutions, managing the end-to-end supply chain while offering engineering support throughout the product lifecycle. 

“Our customer base is wide, ranging from multinational PLCs to start-up businesses, but many of our clients are in sectors like medical and life sciences, oil and gas, aerospace and defense, rail, and environmental. Several customers have been with us for more than 20 years, which is testament to our commitment to providing individualized service in a constantly shifting industry.” 

Over the last three years, Datalink has invested around £1.5 million in new machinery and automation, including an investment of nearly £1 million in a brand-new, state-of-the-art electronic component placement assembly line. “The new line has drastically improved efficiency, throughput, and quality, while the new machines have revolutionized our production processes, as they are incredibly flexible and enable us to deliver higher quality products with faster lead times and improved pricing,” Mariam elaborates. 

“Included in the new system is an automated solder paste printer, highly flexible dual-turret pick-and-place system, an eight-one reflow oven with additional cooling zones, and a fully automated 3D optical inspection system (AOI). To further automate the assembly process, these machines are linked together via a conveyor system, along with a set of magazine buffers to hold and store product at various assembly stages. 

“The new line is up to 200 percent faster than our old equipment and is capable of placing up to 21,000 components per hour,” she adds. “With a full stock management system and numerous automated testing and inspection stages, the system can accurately place and inspect extremely small components, allowing us to support designs using the latest innovations. We’ve seen a huge increase in productivity and flexibility since the installation, and it gives us the potential to expand our capabilities with new contracts beyond low-to-medium volume manufacturing.” 

However, the investments don’t stop there, as the business also invested £300,000 in a selective solder machine. “Selective soldering is a process used to solder specific areas of a PCB while avoiding others,” Mariam explains. “Unlike traditional wave soldering, which involves dipping the entire PCB into a molten solder bath, selective soldering is a more targeted approach that allows for greater precision and control. This is a huge improvement to the current ‘hand soldering’ at Datalink, as the machine is capable of soldering highly complex assemblies while ensuring consistently increased precision and efficiency.” 

With its new owner, Mariam, at the helm, it’s clear that Datalink is entering a new era characterized by strategic expansion and investment, as well as a recent rebranding. “Our refreshed brand identity marks a significant milestone in the company’s evolution, reflecting our commitment to innovation and excellence,” Mariam elaborates. “Our traditional identity with a blue color palette and classic typeface has been synonymous with our reliability and has seen us through several milestones, including our expansion into medical devices and electronics for explosive environments. 

“As we step into this new chapter, our refreshed brand features the introduction of grey and orange to our colour scheme, symbolizing balance, warmth, and energy. The new logo design incorporates modern elements that reflect our innovative approach and commitment to staying at the forefront of technological advancements. This rebranding is more than a visual update; it represents our strategic evolution and renewed autonomy. It embodies our commitment to infusing new talent, investing in state-of-the-art machinery, and streamlining our processes to better serve our clients.” 

Datalink is pursuing a strategic growth strategy following this brand refresh, as Mariam unveils. “We are planning an expansion into Europe and the US, as it’s a significant opportunity for high-demand markets like automative, aerospace, medical devices, and industrial automation,” she suggests. “We’ve already attended exhibitions beyond the UK, such as Medica in Dusseldorf in November 2024 and we’re attending Arab Health in Dubai in February 2026. 

“By establishing a local presence, forming strategic partnerships and offering customized products and services, we aim to expand our customer base and strengthen our market position. In the longer term, this will also help us navigate challenges like competition, regulatory compliance, and supply chain management. 

“Datalink will continue to grow through a combination of market expansion, product and service innovation, operational efficiency, strategic partnerships, and strong customer relationships,” Mariam concludes. “We plan to tap into new geographic markets, diversify into more industries, and enhance our brand identity by prioritizing continuous improvement in manufacturing efficiency, sustainability, and technology to stay competitive and meet our customers’ evolving needs.”  

https://datalink-electronics.co.uk