A method is described in which a length of hot rolled product is decelerated in the course of being passed through the rotating curved guide of a coiler. The product exits the coiler at a reduced velocity and is delivered to and progressively accumulated on a cylindrical drum as a helical formation of rings. The drum is rotated to continuously unwind the accumulating product at the reduced velocity. The tail end of the product is retained in the coiler until substantially all of the rings previously deposited on the drum have been unwound.