Following too many Weekly Updates lately that were required to focus upon the more doomy and gloomly aspects of the industry so far in 2024, it's a delight again this week to feature a big, positive story that will impact plenty of members of the UK dealer network.

It was a privilege last week to be invited along to the official opening of STIHL's new Contra House headquarters in Camberley, alongside many of their fantastic dealers from around the country. The facility is undeniably impressive and the organisers of the official opening gave it the ceremony that it justifiably deserved.

Contra House

But much more so than simply the fancy bricks and mortar, what struck me as being truly celebrated last week was the enduring relationship between STIHL and their dealers. There was a tangible sense that it was their partnership which was the real star of the day. Clearly both manufacturer and dealer rely upon each other for their continued success and prosperity and, as an outsider, this appeared to be acknowledged and honoured by both sides throughout the event.

Some of the invited guests

Dealer support required

GB managing director Kay Green began the day by addressing the invited guests, saying that this was indeed a celebration, with the theme for the day being 'Backing the Best'. Kay explained how the company had seen continual growth since they had established a GB base, and how they they expected this to continue. This would be achieved she said, through converting both professional and domestic customers to battery products, whilst at the same time remaining a leader in petrol machinery.

Kay Green

For the company to fulfil this aim, Kay explained that they absolutely needed the support of their dealers, with their expertise and specialist knowledge paramount. 

National sales manager, Wayne Stone, also emphasised this point, saying how professional customers need to be introduced to and educated upon the range of battery options that are now available to suit their requirements. He stressed to the dealers, how the company is keen to work with them to run events and open days, to present to their commercial customers the benefits of these tools, in order to encourage them to convert to battery.

Wayne Stone

To illustrate what the Commercial Solutions team can offer, we were shown a video of an event with dealers Masons Kings which the dealership said had helped to further their relationships with local professional users. This short film seemed to be a great way to bring to life the two-way-street nature of the manufacturer / dealer relationship that was at the forefront of everything throughout the day.

We also heard from head of marketing, Simon Hewitt, who explained that through their vast research, they are able to speak to all their customer groups across the domestic and professional spectrum. In terms of this latter group, Simon said their messaging was "laser-focused" on getting them to convert to battery.  He also said that 2024 was set to be their biggest ever in terms of TV advertising, with a significant emphasis also placed on digital 'on-demand' viewing. 

Simon Hewitt

Again reiterating how crucial the company's relationship is with their network, Simon stressed how they needed dealers' assistance with marketing. They are keen, for example, for dealers to repurpose STIHL produced material via their own social media channels. He said how effective social media promotion can be for local businesses and how it doesn't require big budgets. Carmen Rosten, marketing content manager, continued this theme, telling the dealers to decide who they want to target, identify their goals, and try something new as there are always different approaches to be taken. She explained how the company have many ways to help, including ideas such as pre-written posts that they can share with dealers, and how they are always keen to support local marketing efforts.

Further presentations were given by STHIL team members on training options available to the network, on new products, on parts and accessories and on service. We were even treated to a catwalk fashion parade of branded clothing - which I must say was a first for me at an industry event.

Fashion parade

This regard in which the GB network is held, was illustrated further in the speech given by the man at the top of the corporate tree who had travelled over to Camberley for the opening, Dr. Nikolas Stihl. He described the new building as "the cornerstone of our future" and gave a "firm commitment" to the dealers that this future was dependent on having "you by our side."

Dr Nikolas Stihl

In a nice touch Dr Stihl also gave a personal welcome and thanks to the representatives of the Charles Hill dealership who were in attendance, for being the first dealer in the country to ever sell STIHL saws - and who have demonstrated loyalty ever since. The respect which Dr Stihl clearly held for the dealer network shone through.

Impressive facility

After the speeches and the chainsawing of the wooden ribbon, all guests were taken on small group tours of the new facility. Every dealer I spoke with afterwards, without exception, appeared genuinely impressed with what they had seen.

Service Dealer owner Duncan Murray-Clarke joined in with a Timbersports demonstration on the tour

The modern offices, meeting spaces, training rooms, workshops and broadcast studio were all splendid - but I think it was the ginormous warehouse that received most comment. The huge Raiders Of The Lost Ark-style shelving aisles were stocked with product, and were so tall it was explained that drivers of the forklifts featuring elevating cabs to take them up to the top, each have an abseiling kit in case of a breakdown! 

The huge warehouse

It was the robot pickers though that seemed to get guests buzzing. Seeing them trundle around up high, then delve down to collect requested parts out of the tens of thousands available, within the stacked up a giant cube of trays, was quite the sight. And if they add to efficiency of delivery to dealerships, then everyone agreed the system will be money well-spent.

Robotic pickers

Look, I'm not a STIHL dealer and equally I'm not privy to the ins and outs of every relationship between each dealership and the manufacturer. I'm sure, like in every relationship, there are moments when the two parties bump up against each other and don't quite see eye-to-eye. That will have happened in the past and will in all honesty crop up on occasion in the future. But last Thursday's event wasn't the time nor place for discussions of that nature. It was a celebration of what the partnership can be at its best. A collaboration of mutual benefit that both sides should wish to aspire to and preserve.

For me, to see that level of investment and belief in the GB market - and specifically in the abilities of the home dealer network - was most heartening.