As part of a global roadshow Stanley Black & Decker showcased its full brand range and future strategy to its clients at a special launch held in Johannesburg in May.
The key brands on display were Stanley, Black+Decker, Dewalt, Facom, Expert, Lenox and Irwin. Of these Lenox and Irwin are new brands to Stanley Black & Decker (SBD) following the acquisition of Newell Tools last year and they were launched in South Africa along with Facom and its subsidiary brand Expert at the event.
Bart Muller, President of Emerging Markets Stanley Black & Decker Inc. and Manoj Panikkal, General Manager of Stanley Black & Decker sub-Saharan Africa explored the strategy of the holding company and the Global Emerging Markets (GEM) division, with a particular focus on South Africa in their presentations. Technical experts for each brand were available and demonstrating tools at the various stands for the high level guests.
The range of brands enables the company to address every level and niche of the market, from DIY through to professional, across all price and quality ranges.
“Our distribution strategy will be across multiple channels, including retail stores and distributors where appropriate,” said Manoj Panikkal. “And although we enjoy a high visibility presently we expect to raise that from one of prominence to one of dominance in the marketplace.”
To this end the company is focused on strengthening its position as one of the world’s most innovative companies, leveraging their transformational platform known as SFS 2.0 (Stanley Fulfilment System). The SFS 2.0 initiative focuses on a range of growth strategies in areas including breakthrough innovation, digital excellence, commercial excellence, functional transformation, and operational excellence.
The strong brands provide a meaningful competitive advantage and command deep loyalty among consumers. Stanley Black & Decker has a strong track record of taking iconic brands and accelerating their growth and deployment around the world.