STIHL TO SELL DOMESTIC CORDLESS MACHINES OUTSIDE DEALER NETWORK
Expanding routes to market
STIHL UK have told their network that from this year they will be looking to supply domestic gardening cordless products through other retailers in addition to traditional servicing dealers.
A letter from STIHL UK md Robin Lennie went out to their Approved Dealer network before Christmas explaining that in order to remain competitive " . . STIHL will need to work with retailers outside the existing specialist dealer network to be successful in the expanding cordless tool market."
The letter continued, "STIHL and VIKING approved dealers will always be our primary route to market but as demand for cordless products accelerates it is vital that we are positioned to reach all customer groups. Next year  we will begin discussions with prospective retail partners in urban locations, such as garden centres and hardware stores.
"These retailers will be hand-picked to ensure they are compatible with STIHL's service-oriented criteria and they will only be allowed to offer a limited product range specifically tailored to domestic customers; electric and battery powered products and related accessories. They will be required to offer PDI and product handover and most importantly, their contract will prevent them from selling petrol powered tools. Indeed we expect that some of our existing Approved Dealers will wish to open additional outlets which are focussed on cordless and electric tools and we look forward to planning these developments in the future."
The letter concludes by saying that the company have no official dates planned for these developments but that they wished to keep their dealer network informed.
And Robin Lennie offers a personal assurance to the company's dealers that "..as our primary route to market, we will constantly maintain our focus on developing your business and your staff."