Electrical Contracting News (ECN) May 2017 | Page 46

SPECIAL FEATURE

SPECIAL FEATURE

TOOLS & WORKWEAR

BORN IN THE USA , GROWING UP IN EUROPE

In January 2015 , Klein Tools launched in the UK , bringing its hand tools range to British electrical professionals . In those two years a lot has changed on both sides of the pond , but Malcolm Duncan , managing director at Super Rod , the UK distributor partner for Klein Tools , still has plenty to smile about . Here , he reflects on what lessons have been learned since launching an American brand in the UK , the challenges faced and what the future holds .

When we launched Klein Tools in 2015 , it was really a step into the unknown for us . Klein Tools had a dedicated following in the US , but in the UK it was a complete unknown , a newcomer in a busy marketplace of established tool makers . The UK launch , therefore , has not been without its challenges .

One particular learning curve for us has been the discovery that not every product makes an easy transition from the US to the UK market . Take for example screwdrivers ; in America , the preference is for electrical installers ( or ‘ journeymen ’ as they are known ) to wear gloves on site , which means they like their tools with a chunky , easy to grip handle . In Europe , electrical work is more ‘ gloves off ’, meaning that handles for tools don ’ t need to be so big , and comfort and ergonomics are the priorities instead . Klein Tools ’ US style screwdrivers unexpectedly split the market here like marmite , with some installers liking the chunky style handles and others not so keen .
To overcome this issue , the Super Rod team worked closely with the Klein Tools design team to create a European style slim tip screwdriver , so that installers now have a choice of either a US cushion grip or a more ergonomic handle .
Reflecting regional preferences and legislative requirements is part of the ongoing process of developing the Klein Tools product line to best match the needs of a more global customer base . The transition from a mainly North American customer base , to a more global reach is key to Klein ’ s growth across the world and something we are wholeheartedly embracing .
While minor product related issues , such as the screwdriver handle preferences , have been relatively easily overcome thanks to a collaborative approach both sides of the pond and an eagerness to listen to market feedback , there are certainly other challenges facing us which may take a little more of a strategic approach .
The Super Rod team worked with the Klein Tools design team to create a European style slim tip screwdriver .
Politics
To say that 2016 was a year of political upsets is perhaps putting too fine a point on the big events of last year . For Klein Tools , which has its roots in the US and is now breaking into the UK , the shock Brexit result and election of Donald Trump was somewhat a double whammy of challenges – but also opportunities . Thankfully , one thing that never changes is the appetite of the professional installer for quality tools .
The main challenge the changing political landscape is creating is uncertainty , which has a knock-on effect on almost every industry sector . When confidence in the economy is low , construction projects start to slow , consumer spending decreases and we will undoubtedly experience a slowdown in work for electrical installers and contractors . As a distributor , any recession in the economy will have an impact on us – after all , workers who aren ’ t working sure aren ’ t buying new hand tools either .
However we refuse to believe it ’ s all doom and gloom . Brexit may be closing some doors for the UK in Europe , but the radical changes in the US may be opening some too . The Trump administration has already signalled its desire for closer relations with the UK , and Mr Trump ’ s policies on the economy centre around strengthening
In 2015 Klein Tools agreed a five-year sponsorship deal worth £ 1m , to provide toolkits to all new young people starting an electrical apprenticeship with JTL .
the country ’ s trade agreements with global partners . This could mean more favourable trading conditions for US companies looking to grow their brand over here .
Apprentice sponsorship
Whatever the outcome of the political manoeuvring , Super Rod has made a long term commitment to establishing Klein products in the UK and this will not change . In fact , the long term commitment can be clearly seen in the five-year sponsorship deal we announced with JTL in 2015 , worth £ 1m , to provide Klein toolkits to all new young people starting an electrical apprenticeship with JTL .
The idea behind the sponsorship is to give apprentices the tools of the trade to start them on their journey to becoming a professional , incentivise them to stick with their training and to give them tools they can work with for the rest of their careers .
Moving forwards our plans for Klein Tools are to build on the good work we have done so far following the launch and to keep the momentum going . This year , we are bringing more fresh new products to market – such as innovative new torches , new test meters and high vis bags – to ensure installers have all the tools they need to do their work efficiently , safely and with style .
46 | May 2017