Product category:
Hand Tools
News Release from: Stanley Tools | Subject: Pro only range of tools
Edited by the Buildingtalk Editorial
Team on 20 September 2006
Stanley pro only range of tools
Stanley Tools is embarking on its biggest launch programme for many years which will include a new range of hand tools which have been specifically designed for the pro user.
This autumn, Stanley Tools is embarking on its biggest launch programme for many years which will include a new range of hand tools which have been specifically designed for the pro user The Stanley Fat Max XL range, which will be available in builders merchants and independent tool retailers from mid-November, will launch with 27 hand tools and 10 tool bags in 2006 with a further two phases of product launches planned in 2007
This article was originally published on Buildingtalk on 31 Oct 2006 at 8.00am (UK)
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Mark Hicks, UK Sales and Marketing Director comments: "Stanley has received some criticism in recent years that it has taken its eye off the professional user, and yet meeting the needs of the pro-user has always been at the heart of the Stanley brand".
"The Fat Max XL range reinforces our commitment to the pro and will form the biggest launch both in terms of product and marketing investment for many years".
The Fat Max XL range has been created to meet the needs of today's professional users.
Further reading
Two new ranges of wood chisels from Stanley
Stanley has launched a new FatMax chisel with a superior thru tang design, making the handle 50% stronger than its predecessor, the Dynagrip Pro.
Stanley takes it to the Max with a new XL range
Following success of Stanley's FatMax XL range, Stanley launch two new FatMax XL hand tools, the Anti-Vibe Hammer and Snap-off Knife.
Insights and feedback from Stanley's global 'Discovery Teams' (teams who visit pro-users on site to watch how they use, and abuse, hand tools) have been fed into the development of the XL products, resulting in a range of the most robust hand tools available on the market today.
Even the Fat Max XL tool bags are designed to withstand the toughest on-site conditions.
The initial phase of the Fat Max XL range will include Tapes, Knives, Chalk Reels, Levels and Anti-Vibe Hammers together with Demolition Drivers (a cross between a screwdriver and a chisel) and a FuBar - a demolition tool capable of ripping, splitting, bending and striking.
These tools will offer the best in durability, innovation and design.
Hicks continues: "For merchants, Fat Max XL has all the advantages of a pro-only product range and in terms of the Fubar and Screwdriver there is literally nothing else like it available on the market".
"The tools are not only the most robust available but have also been designed to make jobs easier for the pro in order to save valuable time on site - and when time literally means money this is clearly an attractive selling proposition".
In addition to significant investment being made in the new range, Stanley will be supporting the Fat Max XL range with advertising in trade press, a series of regional roadshows and promotions and events at builders' merchants across the country.
Hicks commented: "It's going to be really important to put these tools into the hands of pro's so that they can see and more importantly feel the difference".
"We believe the best way to achieve this is to promote the tools in a fun and compelling way whilst still focusing on the more serious product attributes for the pro and this will be reflected in all our promotional activities moving forwards.".
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