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Kaufmann – built with expertise The Kaufmann Hardware range has been rebranded to ensure wider appeal across all hardware sectors – both agriculture and urban.

OVER THE PAST 22 years, the Kaufmann

conservationists. People working with tools carve

brand has grown from strength to strength,

progress out of the resources that the country

gaining traction and popularity all over the South

provides. It is this special partnership with various

by Agrinet, backed by a national delivery network.

African countryside. However, the brand had to

environments that require them to be hands-on –

This extensive delivery capability, coupled with

withstand many challenges as the economic and

this is what Kaufmann wants to celebrate.

break-bulk services, credit facilities, national

warranty against materials and factory faults. Kaufmann Hardware is exclusively distributed

manufacturing landscape went through many

With Kaufmann quality tools, users will be

changes since its inception over 20 years ago.

inspired to tackle their environment, whether

and merchandising support teams, as well as

Fast-forward to 2018 and the company arrived at a

that is in the city or on a farm, and its challenges

continued marketing and brand investment, is what

crossroad for the brand. The Agrinet product team

with confidence. The Kaufmann icon itself is a

will secure the future growth of the Kaufmann

has been hard at work for the past three years

large ‘K’, inspired by the unique bird’s eye view

Hardware brand in the future.

developing and strategising in preparation for the

perspective of striations, commonly seen

next 22 years of the brand’s life span.

zig-zagging across the land where people

The team reviewed every aspect of the brand,

have been interacting with their environments.

from product and range selection, new packaging and re-evaluating many manufacturers to present

International range benchmarking: The entire

a product range for all hands-on South Africans in

range of Kaufmann tools was reviewed and

urban and rural areas. The latest trends in branding,

benchmarked against best in-class product

product design and manufacturing were taken into

examples internationally.

after-sales support, in-market and in-store sales

TOOL IMPROVEMENTS From the ‘green and gold’ to a fresh and modern approach to tool colouring.

account to present the loyal Kaufmann consumer with a fresh take on the affordable quality of

Packaging improvements: Packaging on all

Kaufmann, and also to make the brand appealing to

SKU’s were scrutinised and updated where

urban consumers.

applicable. The team established a centralised

“In much the same way agricultural communities are pioneers in their respective fields, the Kaufman

packaging supply chain to ensure economies of scale and better colour consistency.

brand pioneers new frontiers in the hardware tool category. Kaufmann is a proudly South

Factory audits: All Kaufmann factories are now

African brand that now can hold its own among

A-Graded according to international audit standards.

international contenders in the same field in terms

A-Graded factories must meet strict control

of quality and presentation,” says David Kelly,

standards in terms of labour rights and standards,

product manager at Agrinet.

working conditions, quality checks, raw material

THEN: Green and gold.

checks, research and development, six sigma IMPROVEMENTS

process philosophy and manufacturing excellence.

The Kaufmann story itself is the inspiration behind the new brand identity. With a rich and deep-

Kaufmann-Built Lifetime Warranty: Building

seated heritage in agriculture, and the countryside

tools, measuring tools, striking tools, grinding

communities of South Africa, inspiration was

tools and cutting tools are all on the shopping

sought from the land itself. South Africa has a rich

list. Durability and quality are key, as well as

landscape that has been shaped and harnessed by

affordability. Kaufmann Hardware tools are well-

the hands of people, whether farmers, builders or

priced and great quality and come with a lifetime

NOW: A fresh and modern approach to tool colouring.

For more information on the Kaufmann Hardware range, please contact the Agrinet team: Call (Samrand): 012-657-2222 | (Bellville): 021-959-5420 | Email: | Visit: DIY & INDUSTRIAL TRADE NEWS APRIL 2018


DIY and Industrial Trade News - April 2018  

DIY, Industrial and Hardware store owners, category buyers, sales staff, manufacturers, distributors, wholesalers, garden centres and non-fo...

DIY and Industrial Trade News - April 2018  

DIY, Industrial and Hardware store owners, category buyers, sales staff, manufacturers, distributors, wholesalers, garden centres and non-fo...