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The decision to hold a special Toolstars show was taken by the group as a way of making sure its partners could keep in touch with its products and systems this year, as there is no Practical World show in Cologne.
Visitors from 22 countries flew to Sweden to see the show which was held at the head office of Teng Tools International. Exhibits included Teng Tools Tool storage products, its Automotive tools and an impressive and comprehensive display of its new products. From Race and Limit there were also plenty of new products and displays. As well as the brands on display the show also featured opportunities to see every aspect of Toolstars from its cataloguing and e-commerce systems to its sponsorship of racing events.
Twenty one UK visitors flew out for the show, which added a social feel to the whole event and provided an opportunity for Toolstars stockists to interact as John Findlay, of Decco Group said: "As well as being able to learn a lot about the Toolstars Group the trip was an excellent opportunity to meet and exchange views and ideas with independent distributors from all parts of the country."
But of course the main attraction was seeing all the products together, as Findlay points out: "Teng Tools give good quality and excellent value for money. Seeing the full range on display really brought the catalogue to life and showed everyone how wide the range on offer is."
In fact the Toolstars Group’s international HQ has been in operation for 5 years, originally bringing together partners from Italy, Belgium, the UK, Holland, Ireland and Sweden, to share experiences and market information, it now extends to over
22 countries worldwide.
20 YEARS OF TENG
The groups most familiar brand to the UK consumer is probably Teng. As the company has just celebrated its 20th anniversary it is no surprise to discover the company has a range of over 2,200 products. The company's products are rightly held in high esteem for their quality and the distinctive Teng Mask logo is a familiar sight in workshops and garages everywhere. The mask, and the company name come from a powerful 12th century Japanese folk hero, who has come to symbolise power, the fact that the company was founded by Henri Tengvall was, of course, also a major factor.
It is an appropriate emblem for a company which also has a powerful reputation, many of the visitors to the show shared stories of their first Teng Tool and how impressed they were by it. William Suttie, of MacGregors Industrial in Inverness, explained why Teng had originally impressed him, and continued to do so: "I have been a Teng Tool user long before I joined MacGregors – I made my choice on appearance, value and availability together with an excellent warranty. These values, even now with more insider knowledge, hold very true today."
Even for someone with a long standing knowledge of Teng, like Suttie the Toolstars show was still an eye-opener. "It was pleasing to see a great range of new products and ample opportunity to expand our own stock – even taking into account the extensive range we hold at the moment – I am sure MacGregor will not hold back on improving our first time pick by broadening our range."
CATALOGUE 2005
The show was also a perfect opportunity to show off the new catalogue for 2005 packed with products from Teng, Race and Limit over nearly three hundred pages.
With Teng joined on the Toolstars roll-call by Race with its offering of superb products for anyone looking for top level air tools, by Limit with a comprehensive range of measuring equipment and by
Momento's world class impact sockets it is no wonder that so many people in the
trade find the group impossible to ignore.
THE VISION
The Toolstars ethos was laid down in full at the show during a special presentation given by Henri Tengvall and titled 'The Toolstars Vision'.
The vision was a clear view of how to operate in the modern tool market with the conventional chain between producers to importer to distributors to retailers and local distributors and on to end users broken down.
Toolstars does this through its strong links between importers and producers, as well as equally strong links with local distribution, through factors such as e-commerce and its catalogue. Toolstars also helps with that crucial contact between retailer and end user, through items like its personalised catalogues and advertisments and joint sales efforts and exhibitions.
The strength of a set up like Toolstars is that it gives its members and partners the benefits and influence of being part of a large group and as Tengvall says: "The ability to anticipate possible future events and developments." An important position to be in when the market place is so competitive and any edge is an advantage. This means that over the years Toolstars has developed systems that help its partners and can offer them both the hardware and the software that they need to compete.
Adrian Williamson of Marwill Tools and Fasteners was particularly impressed by Tengvall's presentation: "The brand name Teng is specified by many of my customers and often sells itself, hopefully Race and Limit can follow in its footsteps as Henri's vision predicts."
At the centre of the whole Toolstars scheme is its cataloguing system which is claimed to be the most advanced in Europe. It produces printed catalogues in every major language. It also enables Toolstars to maintain online catalogues that are refreshed daily with new items and product updates.
This is accompanied by a sophisticated e-commerce system linking the catalogue to local stock and pricing data. This allows orders to be placed and progressed. What it also means is around the clock access to stock and net prices, with orders sent automatically.
E-commerce is a growing trend and it is no surprise that the Toolstars system is as good as they come giving retailers a powerful selling tool, with bespoke versions of the on-line system available under the retailers name but ordering through the Toolstars catalogue. There are two major advantages to the retailer. Firstly, a saving in administration costs that can be passed on from Toolstars to the customer. Secondly it means that products can be ordered directly from the UK HQ if they are currently out of stock at the local distributor, saving time and increasing customer satisfaction.
“Using the e-commerce system works extremely well and we are looking forward to getting our cutomers ordering direct on-line,” commented Stephen White of FWB products.
Mick McFadden of K Supplies, Yorkshire is also a keen supporter of the e-commerce system: "The new e-commerce offers a service above all other suppliers in this area," he explains. "My staff can quote order and progress their own items direct from their own PC."
RACING CAR
Toolstars also helps raise customer awareness by sponsoring several high profile motor racing teams, this creates a clear brand awareness and shows that many of the worlds top racers trust tools from Toolstars to keep them on the road.Visitors were able to meet Robert Dahlgren and see his impressive Volvo race car and also took a trip to the Volvo factory to see Toolstars tools in action.
The warehouse that is the starting point for the Toolstars distribution network was also put on show for the benefit of the shows' visitors. The hi-tech solutions to storage and selection of tool included a sophisticated lift system holding 600 items, floor space of 22,000 square feet and ten and a half meters of vertical space for pallet storage. It was clear that this capacity is another key benefit of relying on Toolstars as a supplier.
PRESENTATION
As with any exhibition the Toostars Show had many memorable moments. One such moment was when Colin North, who has been a key player for Teng for many years was given a certificate commemorating 'personal engagement in the development of Teng Tools'. The certificate outlined his contribution with particular mention of his end-user knowledge, product innovation and business skill. Henri Tengvall also received a presentation, of a new ‘hat’ –
a safety helmet – and a chainsaw.
The whole event was a fantastic success with the hospitality of everyone in Sweden only matched by their remarkable commitment and professionalism.
"We intend to work together with Toolstars to grow each others business," said Simon Douglas-Clark of Jones and Clark, just one of many attendees who voiced similar thoughts.
Michael Lerman of Bradford Bolt and Nut spoke for many when he commented: "The trip to Sweden highlighted the enthusiasm and commitment of the Toolstars employees. It will encourage us to work more closely with them and to tap into the energy they expend in order to attain the 'Vision'."
STRENGTH TO STRENGTH
The show gave a real opportunity for everyone at Toolstars to really demonstrate their strengths as Paul Simmons of Camberley Auto Factors noted: "I have already said this is where Henri shows his panache, as always Henri and Colin made us very welcome."
With such a positive reaction it is no wonder Toolstars is in such a strong position, and still set to grow even stronger.
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Airstream Communications