I like the business concept of their welding and welding consumables project. They likely consume a significant amount of welding consumables on the Arcoplate side of the business. So in theory it’s an attempt to capture some margin on a portion of their costs. With selling to external parties, it’s essentially a razor - razor blade model, where the margin is really in the recurring consumables space. In theory those sales are more stable, profitable, and valuable. It will come down to execution, and building a large enough customer base to support the business.
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