Compressed air and fluid power specialist Thorite has announced price cuts across 50 of its core product ranges in a drive to help customers weather the economic downturn.

Products including cylinders, tubing and couplings have been targeted for reductions and there are plans to expand the cost savings across other ranges.

Optimised pricing is the latest in a series of initiatives the Bradford-based family firm has introduced to help customers save money and combat the effects of engineering skills and staff shortages.

These include introducing bespoke service agreements offering fixed price and multiple payment options to meet individual needs and budgets. This year Thorite also launched an Energy Saving Solutions Team to help customers reduce their energy costs.

Mark Yates, Sales Director of Thorite, said: “With price optimisation everybody wins.

“Our customers have welcomed the cost savings and we have already seen a marked increase in sales of our reduced products, which will help us to achieve our sustainable growth targets.

“We consider it a central part of our business to support customers working to reduce their outgoings and we’re proud that this strong customer focus approach earned us a shortlisting in the Institute of Customer Service’s prestigious UK Customer Satisfaction Awards.”