News: ITW Launches Platino

ITW Proline launched its new premium hardware line – Platino – with functions in Melbourne and Sydney. According to ITW, research has shown that hardware shoppers, frequently females, are often willing to chase a particular item of hardware to complement the style of a renovation and the general décor of their home.

In-store intercept research reportedly highlighted that if quality and choice were available in their local hardware store, shoppers would buy there, rather than travel further to a specialty outlet.

Caption: L-R: Robert Sharp, Daryl Schmidt and Gemma Vidler of Canterbury Timber and Building Supplies with Jason Wheatley NSW State Manager, ITW Proline, who won a bin of Platino products at the launchAHJPlantino01Oct05

By introducing Platino, ITW is planning to deliver to hardware retailers a way to meet the needs of existing customers and, at the same time, increase sales and attract new customers. Platino is a range of stylish and contemporary, architectural quality hardware at an affordable price for the DIY market. The brand name, pack colour and even the distinctive pack shape were tested in focus groups with the target customer market – female hardware shoppers.

AHJPlantino02Oct05Caption: L-R: Des Ebejer, Daron Orth, Stephen Hope, Emanuel Mazzucco, Mark Sommer, Ian Johns and Bob Cowan at the launch in Sydney

ITW also claim that research shows customers are often frustrated by a lack of contemporary finishes and the predominance of traditional brass designs. Platino boasts a choice of attractive finishes – satin nickel, satin chrome, polished chrome and timeless brass. The initial range of Platino products includes door stops and holders, door hooks and bolts, panic bolts, door chain and guards, magnetic door holders and clothes hooks. Quality is a key ingredient of the range and any screws supplied with the range are self drill hardened type manufactured to1022 specification. The packaging of the Platino range introduces the new “footprint” shape clamshell blister pack, which makes the product stand out on pegboard or on shelf. Point-of-sale leaflets are available for customers in store.