Fresh Approach, Strong Execution
Tool Brands Powering Growth Across Europe

CDIY delivered 9 percent organic growth across Europe in 2014, driven by market share gains from new product introductions and expanded retail partnerships, in an environment where the market itself was essentially flat. Many of our Industrial businesses have also been firing on all cylinders in the region.

Innovate

STANLEY FATMAX Drill/Driver Expanding Brand Impact

18V STANLEY FATMAX Lithium-Ion Cordless Combi Drill led the launch of STANLEY FATMAX Power Tools in the UK and northern Europe, quickly becoming the biggest selling power tool for leading UK retail group HRG. The entire line is now the UK’s fastest growing consumer power tools brand. In the Nordic countries, the exceptionally strong launch of the STANLEY FATMAX Power Tool range has driven double-digit growth in consumer power tools. The success of these new power tools has spurred further success in other STANLEY categories such as Hand Tools & Storage and Accessories.

"Best Brand Launch"
awards from leading
UK retailers Homebase
and Argos.

Execute

Digital Excellence: Leveraging Social Media in UK

4x growth in Facebook
fan base in one year.

2x growth in twitter
followers in one year.

Social media played a key role in the UK launch of STANLEY FATMAX Power Tools, in an integrated marketing campaign built around the opinions and insights of professional tradespeople: “RATED BY REAL PROS.” The advocacy campaign built a community of tradespeople on a dedicated website forum and drove content to existing social channels such as YouTube, Facebook and Twitter to target new professionals and potential tradespeople. Over the last year, STANLEY has continued to expand its use of social media in the UK to drive growth and engage our modern end user.

The campaign lives on Facebook, building an active and engaged community of likeminded tradespeople and consumers who want to work like them, as well as helping to recruit an army of product testers. Twitter plays an important part in short, impactful communications, particularly in relation to events, as well as an ever-increasing role in customer service.

4x growth in Facebook
fan base in one year.

2x growth in twitter
followers in one year.

Grow

Delivering Organic Growth Despite Macro Conditions

50+%

organic growth
by IAR Germany.

Leveraging brands, expanding channels, creating strategic alliances with retailers and executing with excellence, our tools businesses are finding innovative ways to outperform the market across Europe. CDIY has posted high single-digit organic growth in Europe over the past seven quarters, while the underlying market grew modestly. In the UK alone, CDIY has posted eight consecutive quarters of double-digit growth. IAR’s 2014 organic growth in Europe was also noteworthy, driven by the momentum from reshaping the automotive distribution business to give us a stronger platform from which to take share, a renewed focus on innovation, and the deployment of our go-to-market approach for the industrial markets, where further contacts with the end users proves the value of our brands and our products.

50+%

organic growth
by IAR Germany.

IAR has posted above-market organic growth across Europe, driven in part by innovation in industrial tools and storage.