Page 45 - HW June-July 2021

global eyes
Aussie brands set for clash of the trades?
AT ITS STRATEGY day, early in June, Wesfarmers, having acknowledged that the Bunnings brand wasn’t top of mind among the specialist trades, announced that it would be launching a totally new brand to take care of that.
“We’re always interested in categories where we aren’t able to service customers effectively through the Bunnings format,” said Michael Schneider (photo right), mentioning the flooring, electrical and plumbing trades specifically.
Saying “Many [trade products] don’t have a natural home within the product architecture of the Bunnings format,” he talked about plans for 75 stores nationwide as “an opportunity for us to deepen the connection with specialist trades in [trades] categories.”
Bunnings’ Adelaide Tools business will become the basis of the new chain, and stores bearing the new banner will open
over the next 3-5 years, with the first set for Western Australia “within months”.
What about a name for this bold new venture?
It’s reported that Bunnings has applied to trademark brands including Onya Tools, Dontas Tools and Benchmark Tools, the latter of course bringing with it some historical resonance for the building industry.
What’s this about a “clash of the trades” then?
Late last month, having revealed
its 2021 full year results, and showing “exceptional earnings growth”, thanks to the surge in DIY, Metcash also talked up plans to catch more of Australia’s AU$1.5 billion a year trade business.
The word was Metcash was planning
a significant AU$25 million expansion of its recent trade-focused acquisition Total Tools – to the tune of 8-10 new stores a
year with a view to a national network of around 130 JV and corporate stores by 2025.
Total Tools’ banner proclaims “Every Tool, Every Trade”, and its current real estate comprises 90 stores.
www.wesfarmers.com.au www.metcash.com
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JUNE/JULY 2021 | NZHJ 43