Original AVG
Original AVG designs and manufactures the Expel series of compressed air filters, using CFD-designed physics-based separation to eliminate consumables for industrial customers across utilities, aggregates, food, beverage, and automotive sectors in the UK and USA.
- Company typePrivate
- Founded2014
- HeadquartersShrewsbury, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Original AVG does
Original AVG is a division of Original Limited Group (UK company registration 04914640), based at Unit 52, Atcham Business Park, Shrewsbury, that designs, manufactures, and sells the Expel range of compressed air filtration systems. The product line spans the Expel 3, 30, and 100, with the Expel 60 in development and the Expel 200M under consideration. The core technology uses CFD-designed, physics-based separation with gravitational discharge, eliminating replaceable filter elements; the platform is ISO 9001 accredited and ISO 12500 compliant and is backed by a 10-year guarantee.
The business model is hardware-led and direct-to-industrial. Filters are sold at £250.99 to £2,495.99 per unit, with accessories such as drains and lubricators starting at £38.99, and free site surveys bundled into the sales process. Distribution combines the originalavg.com e-commerce site, phone, and email sales, free site surveys, and a channel partnership with ERIKS. Geographic coverage spans the UK and USA direct, with global shipping available, supported by a multilingual marketing presence on LinkedIn, Facebook, YouTube, and TikTok.
The customer base is concentrated in large industrial enterprises across utilities (Thames Water Utilities), aggregates and construction materials (Hanson UK, Tarmac, Aggregate Industries), beverage (Heineken Hereford), food processing (Moy Park, Nutrition Group, Syspal), automotive aftermarket (Lodge Tyres, Econotyres in Miami), and rubber products (Rema Tip-Top). Documented economics include ~£177,888 in annual savings at Hanson UK across 109 plants, ~$90,000 at Heineken Hereford, and a one-month payback at Thames Water Utilities with ~£10,000 in annual savings.
Original AVG firmographics
Firmographics- Name
- Original AVG
- Legal name
- Original Limited
- Website
- https://originalavg.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Original AVG designs and manufactures the Expel series of compressed air filters, using CFD-designed physics-based separation to eliminate consumables for industrial customers across utilities, aggregates, food, beverage, and automotive sectors in the UK and USA.
- Ownership category
- akta.pro rank
Original AVG industry classification
Industry- Product category
- Industrial Compressed Air Filtration
- NAICS
- Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413)
- SIC
- Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)
- akta.pro primary industry
- Filters, Air Handling & Environmental Control (HEPA/Carbon Filters, Fume Extraction, Dehumidifiers) (IMAAAIAF)
- akta.pro secondary industries
- Vacuum Systems & Components (Vacuum Pumps, Ejectors, Cups, Grippers) (IMAHAGAN), Parts Washing & Degreasing Equipment (IMAHALAD)
Keywords
Where Original AVG is headquartered
LocationHeadquarters
- HQ city
- Shrewsbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Original AVG business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Hardware Sales - Expel Filters: One-time sale of Expel compressed air filter units (Expel 3, 30, 60, 100, 200M) at fixed unit prices. No ongoing subscription or consumable costs. Includes mounting brackets, bolts, and accessories. Customers purchase directly via website or phone.
- Accessories and Complementary Products: Sale of complementary products including electronic drains, float drains, regulators, lubricators, and oil/water separators to complete Expel installation.
- Site Survey Services: Free site surveys provided by international sales team to assess customer compressed air systems and identify strategic installation points to maximize performance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Expel 3 - Entry level filter for small applications |
| One time/ perpetual license | Pay-as-you-go | Expel 30 - Mid-range filter for medium applications |
| One time/ perpetual license | Pay-as-you-go | Expel 100 - High-capacity filter for large applications |
| One time/ perpetual license | Pay-as-you-go | AVG Lubricators - Pneumatic lubricator units |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Original AVG product offering
Product offeringCore offering
Original AVG manufactures and sells the Expel series of compressed air filters that use CFD-designed engineering to separate contaminants via physics-based eddy currents and gravitational discharge. The filters remove 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron in a single unit without any consumable replacement elements. Complementary products include AVG Lubricators, drains, regulators, and oil/water separators sold alongside the core Expel filter range to industrial customers globally.
Product overview
Original AVG (Air, Vacuum, and Gas) is the creator and manufacturer of the Expel series of compressed air filters, a product line that provides innovative engineered solutions for the compressed gases and vacuum filtration sector. The core product portfolio consists of the Expel filter series (Expel 3, Expel 30, Expel 60, Expel 100, Expel 200M) offering 3-in-1 filtration that removes 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron using physics-based separation without consumable filter elements. Supporting products include AVG Lubricators, Electronic Drains, Float Drains, Regulators, and Oil/Water Separators that complement the compressed air preparation and filtration ecosystem. The Expel product family ranges from compact units (Expel 3 at 1-9 cfm) to large-capacity models (Expel 100 at 10-100 cfm), with the Expel 60 and Expel 200M currently in development. All Expel filters feature robust stainless steel housings with ABS plastic internals, maintenance-free designs, and are backed by a 10-year guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- Expel: The revolutionary series of compressed air filters that remove 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron. Includes Expel 3, Expel 30, Expel 60, Expel 100, and Expel 200M models.
Products and services
- Expel 3 Compact compressed air filter for small applications with 1-9 cfm flow rate at 7 bar(g), featuring stainless steel 316 housing and ABS plastic internal elements. Removes 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron without consumable parts. 1/4" BSPT connection.
- Expel 30 Mid-range compressed air filter with 4-30 cfm flow rate at 7 bar(g), featuring stainless steel 304 housing and ABS plastic internal elements. Provides 3-in-1 filtration removing 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron with no replacement filter elements required. 3/4" BSPT connection (1/2" reducer included).
- Expel 100 High-capacity compressed air filter with 10-100 cfm flow rate at 7 bar(g), featuring stainless steel 316 housing and ABS plastic core. Removes 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron, backed by a 10-year guarantee. 2" BSPP connection.
- AVG Lubricators Pneumatic lubricator units that deliver oil to air tools and equipment to improve performance and reduce wear. Available in 1/4" to 1" BSPT connections, operating pressure 0.5-16 bar, temperature range -5 to 70°C.
- Electronic Drains Automatic drain valves for compressed air systems designed for reliable performance in extreme conditions, tackling heavy rust and dirt in ultra-demanding environments.
- Float Drains Standard automatic drain valves for compressed air systems that automatically remove condensed water and contaminants from compressed air lines.
- Regulators Pressure regulators that ensure reliable, consistent, and adjustable air pressure for optimal performance in pneumatic systems.
- Oil/Water Separators Condensate separators that remove mineral and synthetic lubricants, stable condensate emulsions, polyglycol, roto-inject and sigma mol from compressed air systems.
Quantifiable outcome
- 99.999% removal of liquid water, oil emulsion fluids, and solid particulates down to 1 micron
- +6 more outcomes
Companies that use Original AVG
Customer profileNamed customers12 records
Segments7 records
Ideal customer profiles4 records
Original AVG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Original AVG partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ERIKScoreERIKS is a universally recognised industry leader and distributor who recommended and supplied the Expel filtration system to Thames Water Utilities. ERIKS identified Expel as the solution to solve Thames Water's compressed air contamination issues, demonstrating their role as a trusted channel partner in the industrial distribution space.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Original AVG competitors and assessment
Company assessmentBroad incumbents
- Ingersoll Rand: Manufacturer of compressors and compressed air treatment equipment serving industrial customers worldwide. Comparable due to its offering of inline filtration and drying solutions for industrial compressed air systems.
- Camfil: Global air filtration company with industrial compressed air and gas filtration offerings. Comparable as a broader incumbent in industrial air purification though its core strength lies in HVAC and cleanroom filtration.
- Donaldson Company: Major industrial filtration manufacturer with a strong compressed air and pneumatic filtration line. Comparable because it sells coalescing and particulate filters to the same industrial customer base, though its portfolio spans many other filtration end markets.
- Parker Hannifin: Global industrial motion and control leader with a substantial compressed air filtration and purification portfolio. Directly competes in industrial air filtration but operates across a vastly broader product range, making it the dominant incumbent Original AVG must displace.
- Mann+Hummel: Global filtration specialist with industrial and process filtration products including compressed air treatment. Comparable as an incumbent serving industrial customers requiring contaminant removal from air and gas streams.
- Atlas Copco: Global leader in compressors and a major supplier of integrated compressed air treatment including filters and dryers. Directly comparable because its filtration products protect the same downstream pneumatic equipment Original AVG targets.
Direct peers
- Norgren (IMI Precision Engineering): Specialist in pneumatic components and compressed air preparation, including filtration, regulation, and lubrication products. Closely aligned with Original AVG's focus on pneumatic system protection and complementary product range (lubricators, regulators, drains).
- SMC Corporation: Global leader in pneumatic and automation components including air preparation equipment such as filters, regulators, and lubricators (FRLs). Directly comparable because it sells into the same pneumatic-system-protection category.
- Beko Technologies: Specialist manufacturer of compressed air treatment products including condensate management, filtration, and drying. Closely comparable as a focused compressed-air-treatment competitor with overlapping product categories and customer verticals.
- Festo: Major pneumatics and automation supplier with a comprehensive compressed air preparation range including filters and dryers. Comparable because it sells to industrial customers needing contamination-free compressed air for valves, actuators, and cylinders.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Original AVG social profiles
Digital presenceOriginal AVG compliance and trust
Trust signalCompliance2 records
Original AVG financial estimates
Financial estimateRevenue estimate
Valuation estimate
Original AVG leadership team
Management profileNumber of profiles
Profiles4 records
Original AVG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Original AVG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Original AVG
What does Original AVG do?
Original AVG manufactures and sells the Expel series of compressed air filters that use CFD-designed engineering to separate contaminants via physics-based eddy currents and gravitational discharge. The filters remove 99.999% of liquid water, oil emulsion fluids, and solid particulates down to 1 micron in a single unit without any consumable replacement elements. Complementary products include AVG Lubricators, drains, regulators, and oil/water separators sold alongside the core Expel filter range to industrial customers globally.
Is Original AVG a public or private company?
Original AVG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Original AVG founded?
Original AVG was founded in 2014. It employs 11 to 50 people.
Where is Original AVG based?
Original AVG is headquartered in Shrewsbury, United Kingdom, in the Europe region.
How does Original AVG make money?
Three revenue lines are on record. Hardware Sales - Expel Filters are the primary driver. The others are accessories and Complementary Products and site Survey Services.
Who are Original AVG's main competitors?
Broad incumbents on record are Ingersoll Rand, Camfil, Donaldson Company, Parker Hannifin, Mann+Hummel and Atlas Copco. Direct peers are Norgren (IMI Precision Engineering), SMC Corporation, Beko Technologies and Festo.
Does Original AVG have an API?
No public API is recorded for Original AVG.
What industry is Original AVG in?
Original AVG's product category is Industrial Compressed Air Filtration. Its primary akta.pro industry code is IMAAAIAF, Filters, Air Handling & Environmental Control (HEPA/Carbon Filters, Fume Extraction, Dehumidifiers), with a secondary code of IMAHAGAN, Vacuum Systems & Components (Vacuum Pumps, Ejectors, Cups, Grippers). Its NAICS code is 333413 and its SIC code is 3564.