Penarth-based Road Safety Designs has secured significant orders for its BriteAngle LED warning triangle in Australia.
The start-up business has struck a deal which could be worth as much as £250,000 a year with Australian distributor Dometic following their meeting in Sydney in April during its participation a Welsh Government led trade mission.
Its BriteAngle LED warning triangle makes the motorist much more visible in the event of an unexpected stop, using flashing, high-intensity LEDs to warn drivers of hazards up to 300 metres away.
Sir Stanley Thomas OBE, the property developer best known for founding catering giant Peter’s Food Services and more recently as benefactor to his hometown Merthyr RFC, is backing the business. An investment last year deal las year him taking a 70% equity in the firm.
The demand in Australia is driven by the many recreational vehicle and truck drivers who journey across the remote outback, leaving themselves at risk of death by dehydration and even crocodile attacks should they have the misfortune to break down.
The BriteAngle LED warning triangle makes them much more visible from the air, vastly increasing their chances of survival.
Road Safety Designs founder and managing director Steve Wornham said: “We met Dometic’s vice opresident of the Asia Pacific region on the trade visit to Sydney, and having the opportunity to meet face to face and show our products first hand most definitely made things easier.
"We dispatched the first £20k plus shipment to Australia last week, and there is the potential for this to become an annual order of £250,000.
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“We’ve spent the last couple of years working with road safety experts, and now have a product which significantly improves road safety for all vehicle users, including anyone taking on the outback.”
A near death experience driving on a dark night led to Mr Wornham inventing the BriteAngle LED warning triangle.
On his way home from work one winter’s night he almost hit a motorist who was crouched down in the road changing a wheel. The person had a torch in his mouth and happened to turn his head towards Mr Wornham's approaching vehicle, enabling him to be seen.
Welsh Government Minister for International Relations, Eluned Morgan, said: “It’s great to see a Welsh company winning business in Australia as a result of a recent Welsh Government trade mission to the country. Road Safety Designs really are a shining example of superb Welsh innovation!
“The Welsh Government is committed to supporting Welsh companies to export. This is part of our efforts to growing our economy and creating new jobs for people in Wales."