• SMART – MADE IN BRITAIN EIGHT PIECE BLADE SET
• OPTIMAXX – WOOD SCREW MAXXTUBS
• TRACER – NEW LEADS, MARKERS AND KITS
ROYD ROYD NEWS
THE FUTURE OF ROYD AND OUR BRANDS
Over the last couple of months, we have made some huge announcements regarding the future of ROYD and what is happening to our brands. For those who have missed these announcements, please read on for the complete breakdowns of what has happened and what is to come.
Optimaxx acquired by OSC Sales Ltd
On the 31st August 2024, the Optimaxx brand was be acquired by OSC Sales Ltd from Royd Tool Group and joined the OSC family of construction related Fastener brands.
This exciting transition will brought together industry leading expertise from both Optimaxx and OSC to enable the next stages in the Optimaxx journey! Key personnel from ROYD have transitioned with the brand combining a wealth of knowledge & expertise in the sector.
OSC has a rich heritage in the development of strong brands having successfully established Carpenters Mate, FastenMaster & Orbix as leading UK brands and share the same enthusiasm and excitement for further developing Optimaxx.
OSC are passionate about building brands through high quality manufacturing, strong focused marketing and outstanding stockist support, all qualities that have been fundamental to the success of Optimaxx so far.
Exciting plans are in place to take Optimaxx to the next level and build on the successful journey to date.
OX Tools Global Investments Ltd to acquire TRACER Tools & SMART Distribution for UK & IE
We are excited to announce that OX Tools have confirmed their intention to purchase the TRACER brand and SMART distribution from ROYD Tool Group UK Ltd!
OX USA already distributes TRACER products in the US & Canada market, so this is a strategic opportunity that aligns perfectly with their ‘Mark of a Pro’ mission to build the best PRO brands and strengthen their position as a leader in the marking category.
Utilising the OX Group Global reach and capabilities will enable the next steps on this exciting journey and we look forward to working with the OX team to take the brands to the next level and beyond.
OX Tools is also acquiring the rights to distribute the SMART Tools product range for the UK & Ireland markets.
This range of products provides the OX Group business with access to a comprehensive range of multi-tool blades and accessories and a strong customer base across the UK & Ireland.
We look forward to sharing more details as the acquisition progresses in the coming weeks.
ROYD
ROYD shortlisted for the UK Packaging Awards
ROYD have made it to the finals of the UK Packaging Awards in two different categories. The SMART Made in Britain Eight Piece Blade Set was shortlisted in the “Best Packaging for a New Product” and the Optimaxx Maxxtub made it to the finals of the “Reuseable Packaging of the Year” category.
The SMART Eight Piece Blade Set was released last year as part of our huge Made in Britain launch. The unique promotional packaging was a massive focus for the team during the development process. We had earned the eye catching Made in Britian certification, however, we wanted it to be unmissable.
Meanwhile, the Optimaxx Maxxtub was revamped across the Optimaxx Wood Screw Range. Not only did the new tubs look better, they offered a robust design that were built to withstand sudden impacts and drops. Fingers crossed
MARKETING MARKETING NEWS
SMART’s 101 Series goes back on tour
Our long running SMART video series “101 Uses for a Multi-Tool” will be returning for one final time. The team was joined by long-time friend of SMART, Alex Burman of Errioc Carpentry who hopped into the driver’s seat to take us back on tour. We’re pleased to be back and finally reach our 101 Uses for a Multitool.
This time, we go on tour through the beautiful green valleys of Wales. Our final series will cover in removing old silicone sealant from a shower, a demonstration of the purple series range, cutting drywall with the 75mm boxcutter and much more.
It has been several years since the idea for the series was devised back in 2017, in a time when SMART and ROYD were very different to, they are now.
Influencer of the Quarter
Looking back at the earlier episodes before checking out the upcoming ones, you will be able to see the step up in both production quality and ambition.
Meet Alex Burman, our Influencer of the Quarter!
Long time followers of ROYD and our Insight Newsletters may be familiar with Alex from Errioc Carpentry. He is an experienced carpenter who has been building his online presence for some time. He has amassed a following of 36k+ followers on Instagram and hosts a weekly construction focused podcast called Construction Collective Live.
Alex has worked with us several times over the past several years, attended our influencer meetups and assisted on several video series of ours. Head over to his Instagram profile now to check out some of his previous work, keep an eye out for SMART Blades and TRACER Markers which may pop up from time to time.
Scan for Alex’s Instagram
MARKETING NEWS
TRACER Website Improvements
Earlier this year, the team made several improvements to the TRACER website. These design changes, including new categorisation and an improved homepage, were implemented to help the site facilitate the expansions to the range that were upcoming. This overhaul made our product pages appear a little outdated, especially considering the work that has been done to improve our packaging in recent years.
Therefore, in order to unify the brand’s visual design across all mediums, work began to improve the design with the updates coinciding with the TRACER PRO Series release.
Head on over to the TRACER website and check out the new and improved web pages.
TRACER Etching Services
In support of the TRACER PRO Series Launch, the team has been running an exciting new campaign with the help of our influencer network. For this, we have been providing PRO Series Deep Hole Pencils with personalised etchings to our key social media partners as well as a few select competition winners.
Check out the website here:
This is a unique marketing opportunity made possible only by the PRO Series’s improved build quality and aluminium construction.
UPCOMING PRODUCTS
Even with TRACER changing hands and heading over to Ox Tools, it was important to us that we maintain momentum throughout the transition. As we head into Q4, we have a variety of different marking options, kits and accessories about to launch.
TRACER
NEW SPECIALIST LEADS
Silver Welders Leads
This new lead pack includes six TRACER 2.8mm Silver Welders Leads. Users can load them into a TRACER Deep Hole Pencil and mark on a variety of metals even when oiled, wet, or rusted. In addition, they are designed specifically not to scratch or abrade metallic surfaces when marking. The set is supplied in a classic TRACER Anti-snap lead holster.
Soapstone Leads
The first lead set we would like to announce is a specialist lead pack containing six TRACER 5.2mm Soapstone Leads. These leads are able to mark on slate, tile, metal, asphalt and more. The added thickness ensures extra durability. Marks are designed not to stain welds and can easily be wiped
Carbide Tipped Lead
The final lead set in this new lineup is a unique lead pack containing three TRACER 2.8mm Carbide Tipped Leads. This will turn any TRACER Deep Hole
Construction Pencil into the perfect tool for delivering clear, crisp marking on glass, metal, and ceramics. These will make the perfect addition for machinists, welders, and tinsmiths.
NEW MARKERS
TRACER Fluorescent Highlighter Markers
We are pleased to put the spotlight on the latest markers to our ever-growing lineup. The TRACER Fluorescent Highlighter Kit comes packed with three different highlighters designed for the worksite. Each pen is partnered with a trustee TRACER site holster so that they are always within arm’s reach with a safe place on your toolbelt or holster. The markers are fantastic for use on documentation and plans. Highlight what matters with this much requested addition to the TRACER range. The kit includes a pink, green and orange highlighter marker.
TRACER
Individual Markers and Sets
In addition, we are also introducing some smaller but widely demanded additions to the range. For starters, the TRACER Clog-Free Markers from our Clog-Free Marking kit will soon be available for individual sale. That means users can get their hands on red, blue and black markers with their respective holsters.
Furthermore, the TRACER Black Permanent Markers will soon be available in twin packs.
NEW MEASURING TOOL
TRACER 3m Tape Measure
We have another tape measure option to our portfolio. This quarter we are launching a TRACER 3m/9’ Tape Measure variant to go alongside our existing 5m/16’ and 8m/26’ options. The reduced length allows for a lighter and more compact design that will fit in any toolkit or toolbelt.
TRACER Tape Measures are built with an automatic lock for ease of use. The tape itself has a durable nylon coating and has a broad magnetic hook for added stability. Why not also pair it with our new TRACER Tape Measure Holster?
(See page 9)
UPCOMING PRODUCTS
We have three new TRACER Storage kits inbound and about to launch. This includes our largest and most comprehensive marking kit to date and each kit comes in a high-quality TRACER carry case. Each case comes with a built-in storage frame that can hold any holstered TRACER product.
TRACER
NEW TRACER KITS
TRACER 5 Piece
Construction Marker Kit with Storage Case
The TRACER 5 Piece Construction Marker Kit includes all the staples of the TRACER range, including our Deep Hole Construction Pencil, Replacement Lead Holster, Clog Free Marker and two Long Nib Markers. The case has an integrated five slot storage frame that keeps markers securely in place.
TRACER 8 Piece Comprehensive Marking Kit and Storage Case
The TRACER 8 Piece Comprehensive Marker Kit is our largest ever marking kit. It is packed full of the most popular markers from the TRACER range, including our Deep Hole Construction Pencil, Replacement Lead Holster, four Clog Free Markers and two Long Nib Markers. The case comes with an integrated eight slot storage frame that keeps markers securely in place.
TRACER PRO Series 5 Piece Marker Collection with Storage Case
Since our trio of PRO Series Pencil’s landed back in the summer, we have been inundated with requests for a kit containing all three markers. Luckily, our product team was of a like mind and we now have an inbound five piece kit. It contains the PRO Series Deep Hole Construction Pencil, Precision Pencil, Tough Construction Pencil as well as two replacement lead holsters containing 1.3mm leads and 2.8mm leads. The case has an integrated five slot storage frame that keeps markers securely in place.
TRACER Crayon Marker Holder
The TRACER Crayon Marker Holder is an ergonomic crayon marker accessory aiming to transforming our user’s lumber crayon collections. The holder both protects the crayon marker while working and provides an improved marking experience.
Each holder comes equipped with an inbuilt shirt/trouser clip and has a simple extending mechanism that increases the longevity of the contained marker. Each holder comes with a yellow TRACER Crayon Marker included.
TRACER Tape Measure Holster
The TRACER Metal Tape Measure Holster is the perfect solution to personal onsite storage of both tape measures and TRACER Markers. The compact design is perfect for any tradesperson and is equipped with a universal hook that can fit most common tape measures.
TRACER Square Tool Holster
In addition, we have the TRACER Metal Square Tool Holster. This holster delivers convenient onsite storage of square tools, tape measures and TRACER Markers. The holster has been crafted to be hold most common square tools sized up to 150mm / 7’’. It is built with multiple fastening locations for additional tools and has a reversible design that can be equipped on either hip.
TRACER
ROYD CULTURE UPDATES
ROYD
Galleywood Common Volunteering
A couple of members of the ROYD Marketing team returned to Galleywood Common in Chelmsford to assist in the council’s Outside Space for Everyone Initiative.
ROYD’s Videographer, Joy Williams, and Marketing Coordinator, Phil Cattley, joined a group of volunteers from around the area to help cut back weeds and brambles that were threatening protected plants. After several ours of digging, clipping and scything, the duo were treated to tea and cakes after the event.
“It made for hard work but it’s always good to get out and help out in any way we can. Never hurts to get out from behind the computer desk and get some fresh air either.” – Phil Cattley
UPDATES
ROYD
Farleigh Hospice
Last year, a group of 10 volunteers headed over to Farleigh Hospice for a volunteering event that included gardening, maintenance and more. The team had a fantastic time helping out and so took the opportunity to lend our services once again.
On 26th of August, ROYD employees from across the company, from HR, Marketing, Operations and Product Design, assisted the site with a variety of different tasks.
This year, our duties included fence maintenance, weeding, making preparations for a charity bike ride and more. We would like to thank the Farleigh team for hosting us for the day.
We would like to say a massive thank you for supporting ROYD over the years, we hope you continue to support the brands going forward in the new phase of their journey! Keep reading for a look back on the history of ROYD. THANK YOU!
ROYD The ROYD
Being the final ROYD Insight Newsletter, the team thought it would be fitting to walk our readers back through the life of ROYD. The company’s quick rise from a two person operation to a market leading manufacturer distributing internationally is a journey we are proud of.
2008
2010
2011
2012
SMART first listed in Travis Perkins
SMART becomes sole focus of the company as AXIS brand is phased out.
A New Office
After four years of successful trading and steady growth, SMART Tool Group UK moved to new premises at Battlesbridge, Essex. This new location offered both larger office space and warehousing facilities and was a major step forward for the company.
SMART listed in Toolstation
SMART Purple Series wins Product of the Year 10 Employees Milestone
SMART Rapid Wood Blades wins Product of the Year
ROYD
The Early Days
ROYD UK is formed and Roger starts wholesaling in the UK a range of builders Hand tools under the AXIS brand.
SMART Tool Group UK
Years before ROYD was a recognised industry leader owning three successful brands, the company began trading as SMART Tool Group UK.
SMART Multi-Tool Accessories wins Product of the Year
Roger hires first employee as popularity of SMART brand grows
The ROYD
ROYD
2018
The Birth of ROYD Tool Group
In the lead up to the launch of “ACER” Professional Construction Markers, SMART Tool Group UK rebranded itself to reflect this shift in direction.
2019
ACER becomes TRACER
Relaunched as an evolution of the brand, with highly refined products and an expanded range.
20 Employees Milestone
ROYD opens its National Distribution Centre
In order to keep up with growing demand, ROYD moved its warehousing and distribution to a brand new centre in Braintree, Essex. This National Distribution Centre was a major development in ROYD’s growth and has been key to delivering consistent orders with low lead time.
40 Employees Milestone
ROYD Influencer Day
ROYD hosted its first ever influencer day, a major milestone in developing the relationship we have with our network of social media influencers.
2020
SMART Made in Britain
SMART launched a new range of multi-tool blades with the Made in Britain certification. This range is still the first and only multi-tool accessory designed, manufactured, and packaged in Britain.
TRACER PRO Series Launch
Built as a natural evolution of the widely acclaimed TRACER line, the PRO Series takes it to another level with its metal construction, ensuring maximum strength and longevity.
ROYD
Launch of ‘ACER’ Construction Markers
Before TRACER, ACER was launched in February 2018. As the second brand under the new ROYD Tool Group banner, ACER found success as a provider of simple and effective marking solutions for the construction industry.
101 Uses for a Multi-Tool
Acquisition of ‘Optimaxx’
Optimaxx was acquired by ROYD Tool Group. At the time, Optimaxx was already offering the high-performance wood screws but ROYD helped secure the reach and marketing potential that could get the brand to the next level.
In what has become our longest running and most successful video series set to finish this year, ROYD launched the SMART 101 Uses for a Multi-Tool video - series. This showcased the strength and versatility of the SMART Brand.
ROYD moves to Saxon House
With the company growing in both business and manpower, ROYD quickly outgrew yet another set of premises. During the COVID-19 pandemic, ROYD moved from their Battlesbridge office to Saxon House where we have been to this day.
2021
New warehouse
With the rapid growth of ROYD Tool Group from one brand to three, the company needed to expand its storage capacity with a new overflow warehouse in Rettendon, Essex.
Optimaxx Extreme Performance
Wood Screws wins Professional Builder’s Product of the Year.
Optimaxx listed at Wickes
Zero100
Campaign
ROYD launched the Zero100 initiative, a campaign to reduce single use plastics within our supply chain to 0%. This kickstarted a massive effort to move our packaging from plastic blister packs to recyclable cardboard.
ROYD Experts
ROYD established a trade-orientated focus group dubbed the ‘ROYD Experts’. The group consists of a diverse range of professionals from various trades.
and SMART UK Distribution Acquired by Ox Tools
