Home and Thrifty-Link Get the Worx

Developed under wraps over an 18-month period, John Danks & Son has finally revealed the Worx – a new range of high-performance, high-quality power tools.

The Worx light trade range will be marketed exclusively through Home Timber & Hardware and Thrifty-Link stores nationally from March, 2005.

This 800w reciprocating saw is one of 24 products in the Worx range

For Danks, the launch represents a major investment in its exclusive product range strategy, and the company’s first foray into “big ticket” tools.

The 24-strong innovative product range is designed specifically to meet the demands of serious DIY and light trade users whose needs are performance-driven. Worx was created and manufactured to Danks’ own rigorous requirements in partnership with Positec – one of the world’s leading power tool manufacturers and OEM for household and trade-named power tool brands.

According to Danks’ Merchandise Manager, Con Dekazos, the range fills a significant gap in its overall tool offer.

“Worx targets a market looking for outstanding performance and high-end features – without the top-of-the-line price tag,” he said.

Improved Ergonomics for Comfort
Claudine Judit, Danks’ Category Specialist, said the range is positioned between mid and high-end and offers excellent value for money to customers, with loads of features. “Standard across all Worx tools are unique ErgoSum design and soft-grip handle, as well as a 3-metre power cable, all-ball bearing construction and high-quality storage cases,” she said.

The comprehensive range includes: geared cordless drills, impact hammer drills, cordless hammer drills, saws, sanders, planers, grinders, routers and combo kits. Prices range from $79 (Portable Power Angle Grinder) to $449 for the 4-piece combo kit (hammer drill/driver, circular saw, reciprocating saw and worklight).

Worx products have also been designed to be compatible with a wide range of accessories, offering consumers plenty of options.

Proven Durability
Independent benchmark tests have been carried out on Worx products, revealing their superior performance when pitted against “high end” comparable products from well-known international brands.

In fact, in the all-important lifetime and durability test, Worx won in every case. For example, compared with a “high-end” competitor, the Worx 800w reciprocating saw lasted more than three times as long in continuous use, racking up an impressive 51 hours straight. The “leading brand” called it a day at 16 hours.

The test report also noted that the Worx saw was more comfortable to use and more efficient, with less vibration.

Other star performers in the range are the 18v cordless drill/driver, 18v circular saw and jigsaw pendulum with light.

30-Day Satisfaction Guarantee

An 18v cordless drill from the Worx range

“Of course, we’re also aware that, no matter how good a product is, consumers need that extra confidence when it comes to purchasing a brand that’s completely new. So all the Worx tools come complete with a 30-day, no questions asked, Satisfaction Guarantee, backed by a Two-Year Limited Warranty for Light Trade Use,” said Con Dekazos. A full service agent network is also in place.

More than “Me-Too” Products
Danks’ Products Brand Manager, Cameron Macklin, said Worx represents a major move by the company to expand its exclusive product ranges in areas where it believes strong commercial opportunities exist.

“Our strategy is to offer (exclusively through Home Timber & Hardware and Thrifty-Link stores) products that deliver provable benefits to our customers – and a real point of difference from our stores’ competition.”

Powerful Promotional Support
Stores received information about the brand in early January, with the arrival of a complete information pack that was as impressive as the new products themselves. Emphasising the toughness of the range, the sales kits black plastic pouch carried stickers reading “Do Not Handle with Care” and “Contents Anything but Fragile”.

A jigsaw pendulum with light – part of the Worx range from Danks

“Worx is being fully supported in our stores with high-impact POS material, in-store product range brochures and full specification sheets,” said Macklin. “Emphasis was also placed on the packaging design to ensure that it ‘shouts from the shelves’.”

Road shows will be conducted at most regional meetings, with Positec representatives on hand to answer customers’ questions about the tools.

In addition, there will be four pages of Worx in the Home Big One Dogalogue, as well as five products included into the Home Homemaker in May. Thrifty-Link stores will also have the option to include the four-page insert in the Easter catalogue.

“This is a high-performance product range with genuine points of difference and solid attributes for a market that has been neglected by other makers,” said Macklin. “Initiative and innovation are the keys to driving sales growth, and we are confident that Worx will deliver increased sales and profitability for both Home Timber & Hardware and Thrifty-Link stores.”

You can read more about “Tools for the Trade” in the February issue of the Australian Hardware Journal.