An apparatus is disclosed for decelerating and temporarily accumulating a hot rolled product moving longitudinally along a first axis at a first velocity V1. The apparatus comprises a curved guide with an entry end aligned with the first axis to receive the product, and with an exit end spaced radially from the first axis and orientated to deliver the product in an exit direction transverse to the first axis. The curved guide is rotatable about the first axis in a direction opposite to the exit direction of the product and at a speed at which its exit end has a second velocity V2 lower than V1 and such that the product is delivered from the exit end as a helical formation of rings and at a third velocity V3 equal to V1−V2. A cylindrical drum is arranged to axially receive the helical formation of rings and to rotate about the first axis in a direction opposite to the direction of rotation of the curved guide and at a speed such that the product is unwound from the drum at the third velocity V3. A receiver moves to and fro along a path parallel to the first axis to receive the product being unwound from the drum. A shroud is configured to partially encircle the drum, and rotatable interior rollers are circumferentially spaced around the interior of the shroud. The interior rollers are spaced radially from the surface of the drum and extend in parallel relationship with the first axis.