While much of the country wilted in last week's soaring temperatures, around 200 STIHL dealers were enjoying rather more comfortable conditions inside the air-conditioned surroundings of Contra House in Camberley.
They had gathered from across the UK to celebrate the manufacturer's 100th anniversary. But while the centenary naturally provided an opportunity to reflect on the company's history, there was an equally strong emphasis on where the business, and crucially, its dealer network goes next.
I felt the event itself struck a good balance. Dealers were able to tour the headquarters and distribution facility, hear from the senior management team and enjoy an awards ceremony hosted by television gardener Joe Swift that was split between the afternoon conference and the evening celebrations. (you can find details of all the award winners here).
Managing director, Kay Green, opened proceedings by reflecting on the journey from Andreas Stihl's original vision in 1926 of making hard work easier through engineering and innovation, to the global business the company has become today. While she highlighted the importance of product development, reliability and long-term support, one theme surfaced repeatedly throughout her presentation - the role of the dealer network.
Kay spoke about dealers as the people who bring the brand to life, providing the advice, technical expertise and customer service that builds trust and loyalty. Looking ahead, she outlined plans for increased marketing investment over the next two years, continued development of battery products, expansion into new customer groups and markets, and an ongoing commitment to sustainability. Her message was that building greater awareness would generate more demand, which she said would create more opportunities for their network.
Channel sales manager, Tim Rogers, then took delegates through the history of STIHL GB itself. Beginning with the establishment of the UK subsidiary nearly 50 years ago, he charted the company's growth through successive premises, warehouse expansions and key product introductions, arriving at today's purpose-built Contra House facility.
Along the way he highlighted landmark machines, the arrival of battery technology, significant turnover milestones and the steady growth of the business. As with Kay's presentation, dealer partnerships featured prominently as a constant throughout that development.
Head of marketing, Simon Hewitt, provided an entertaining trip down memory lane, using decades of advertising campaigns to show how STIHL has evolved its marketing alongside changing customer behaviour. From colourful campaigns in the 1960s and 70s, to the launch of the company's first website and the growth of dealer e-commerce, there were plenty of nods of recognition around the room.
His broader point, however, was a serious one. However good the products may be, customers first need to know the brand exists and, crucially, where to buy it. Marketing, he explained, has always been about raising awareness while directing customers towards the dealer network. Today that increasingly means television, digital advertising and supporting dealers' own online sales channels.
Another key presentation came from product manager Paul Hicks, focusing on the evolution of the manufacturer's battery portfolio and their plans for the next phase of its development. He outlined how each of the brand's battery platforms has expanded in recent years, from additions to the AS range through to the continued growth of the AK system, which he described as an important route for attracting new customers while retaining existing users within the STIHL ecosystem.
Much of the attention, however, centred on professional battery equipment. Paul reflected on how the AP platform has developed since its introduction, with a growing range of tools, batteries and charging solutions providing an alternative to petrol-powered equipment for both professional users and owners of larger properties.
Looking ahead, he introduced delegates to ALLPRO, the manufacturer’s next-generation 40-volt professional battery platform. Describing it as a significant step forward for the company's battery offering, Paul explained that it has been designed to build on the existing AP system while creating opportunities for further product development in the years ahead. Compatibility with existing AP products was highlighted as a key feature, while dealers were given an early glimpse of how the new range will be positioned to professional users when its marketing campaign begins later this year.
Subsequent to the event, STIHL have announced a partnership with Kärcher for the new battery range, that you can read about in full here.
Perhaps that's what stood out most across the day. Yes, there was plenty of history. A century in business is undeniably a significant achievement and one worth celebrating. But the emphasis undoubtedly was on what comes next for the company and their dealers - whether that meant investment in marketing, new technologies, changing customer expectations or the opportunities presented by battery equipment.
To underline this, the company is now taking its ALLPRO roadshow around the country, giving dealers the opportunity to see the new battery platform first-hand and understand where it fits within their businesses. This underlined what I took away as the theme of the day. Even at 100 years old, the company emphasises that it is focused on finding new customers, opening new markets and helping dealers keep their offering fresh.
For those who made the journey to Camberley, despite the soaring temperatures, the conference served as both a celebration of what has come before as well as a look ahead to what can be achieved during century number two.
