DEEP DEEP CUTS SMART NEW ZEALAND
NEW ZEALAND KICK-STARTS THEIR SUMMER PROMOTION SMART UK
MEET THE SMART TEAM: JOY TRAN SMART EUROPE
SMART EU GOES TO MENO FAIR IN BELGIUM SMART SCANDINAVIA
SMART MEETS PARTNERS IN DENMARK
SMART GLOBAL NEWSLETTER | Q4 2023
SMART GLOBAL
SMART
DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
GLOBAL SMART GLOBAL
Dear SMART employees, partners, and clients, Time has flown so quickly! It is time for the final newsletter of the year. This edition features lots of new exciting updates, as well another introduction to a SMART employee. In the previous edition of our DEEP CUTS newsletter, we had the pleasure of introducing you to Kein Shah, an invaluable member of our SMART Global team, who serves as the Supply Chain Coordinator based in the UK. It’s been wonderful to see the positive response to our feature on Kein, and we’re excited to continue showcasing the remarkable individuals who contribute to our dynamic Chelmsford office. Head on over to page 6 to see who we are highlighting in this issue. The dedicated team at SMART EU recently had the privilege to participate in the Meno Fair, a trade event hosted in the charming city of Leuven, Belgium. The primary focus of our presence at this prestigious fair was to offer unwavering support to our esteemed private label partner. To read more about the event, go to page 8. Speaking of private labels, SMART visited Denmark to meet with clients and potential partners in the region in hopes of introducing our blades and accessories to the Danish market. Curious what transpired? Head on over to page 10. Last but not least, our team in New Zealand has been busy expanding the SMART brand! From partnering with one of the biggest hardware chains in the country to setting up an exciting summer promotion, there has been lots of exciting new developments down under. Check page 2 to read more. That’s all for now! On behalf of the SMART team, I wish you a pleasant rest of your year, and see you in 2024!
Sincerely, Katya Soedigwan Global Marketing Coordinator
Special thanks to the following people in making this edition of DEEP CUTS possible: Robert Mallory, Global Marketing Manager David Suckling, NZ Director Simon Suckling, International Sales Manager Joy Tran, Assistant Management Accountant Stephanie Eastlake, Senior Graphic Designer
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DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
ZEALAND SMART NEW ZEALAND
NEW ZEALAND KICK-STARTS THEIR SUMMER PROMOTION As New Zealand gradually emerges from the clutches of a very wet and stormy winter, the anticipation for the upcoming summer season is palpable. The nation is ready to shed those raincoats and embrace the warmth of the sun. Kiwis, known for their love of the outdoors and all things summery, have a particular fondness for one cherished tradition – the barbecue. In a perfect alignment with this enthusiasm for outdoor culinary delights, SMART NZ is thrilled to announce the launch of its second Summer Promotion, set to kick off on the 1st of November. With the promise of this promotion, there’s a ray of sunshine in the hearts of Kiwis as they look forward to the season of blue skies, beaches, and backyard gatherings. The highlight of this promotion is an exciting opportunity for one fortunate winner to take their outdoor culinary WWW.SMART-TOOLGROUP.COM
experience to the next level. The grand prize includes an exquisite outdoor kitchen setup that is sure to make any barbecue aficionado swoon. This outdoor kitchen comes complete with a Weber BBQ, a Bronco Drum Smoker, and a Pizza Oven, providing the lucky winner with all the tools they need to become the ultimate summer grill master. To ensure that this exciting opportunity reaches as many New Zealanders as possible, SMART NZ is leaving no stone unturned. All marketing
elements are being meticulously rolled out across the nation, aiming to connect with every corner of this beautiful land. The promotion is aptly named the “Great Summer Sizzle,” echoing the sizzling sounds and enticing aromas of barbecues firing up across the country. Same as the Wave Runner promotion earlier this year, customers who have purchased any SMART product from one of our participating retailers will be eligible to join the draw. All they need to do is to scan the QR code that is on their product, and that will take them to the SMART website wherein they can upload a photo of their receipt along with other contact details. Once they click submit, they’re in!
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NEW SMART NEW ZEALAND
SMART NZ PARTNERS WITH HARDWARE CHAIN MITRE10 SMART is happy to announce that we have successfully attained a coveted national account status with none other than the renowned Mitre10 hardware chain, which boasts a remarkable network of 144 stores spread across the country. This achievement signifies a monumental step forward for SMART, as we have now established a robust presence in every major sector of the hardware and home improvement market in New Zealand, encompassing hardware, timber, plumbing, and electrical merchants. Mitre10’s decision to exclusively embrace SMART’s GREEN range is proof of the quality, innovation, and trustworthiness that have become synonymous with our brand. They have opted for our On Shelf Planogram and our Free-Standing Display (Off Shelf) programs. The GREEN range is known for its 4
durability and top-notch performance, making it the ideal choice for every professional and DIYer, and it is truly an honour that Mitre10 recognizes its value. To ensure that this exclusive partnership reaches its full potential, our collaborative program is currently
in the process of being progressively introduced across Mitre10’s extensive network throughout the country. This careful rollout demonstrates the commitment of both SMART and Mitre10 to provide their customers with the best products and services, ensuring that the GREEN range stands as a beacon of quality and sustainability in every Mitre10 store across New Zealand. This partnership is not only a testament to the strength and appeal of the SMART brand but also a promise of a greater things to come for home improvement enthusiasts in New Zealand.
DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
ZEALAND SMART NEW ZEALAND
BLADE KITS REMAIN SUCCESSFUL IN NZ SMART is delighted to report that our multi-tool blade kits continue to experience substantial growth and deliver exceptional results for our network of retailers. The success of this program can be attributed to several key factors, including impressive sell-through rates, an excellent return on investment, and a space-efficient design that minimises in-store footprint. As a result, it comes as no surprise that this program has consistently outperformed others in the market when it comes to sales per square foot of retail space, reinforcing its position as a leader in the industry. One of the standout features of our multi-tool blade kits is the ability to enhance the value proposition for our customers through valueadded features. In certain cases, the SKUs in the kits are complemented with extra free multi-tool blades or industry-appropriate gifts, adding to the appeal of the product. For example, when a customer purchases our Electrical Hole Cutter Kit, they WWW.SMART-TOOLGROUP.COM
may often receive the Multi Tip Screw Drivers as a complimentary gift. This not only adds extra value to the purchase but also provides customers with useful accessories that perfectly complement their main purchase, making it an even more enticing deal. The visual and informational appeal of our multi-tool blade kits is further
enhanced through attractive wrap-around sleeves designed to catch the eye and educate potential buyers. These sleeves serve the dual purpose of highlighting the contents of the kits, explaining their benefits and applications, making it easier for customers to understand the value they offer. This meticulous packaging strategy has played a crucial role in elevating the visibility and desirability of our products. As a result, it not only generates remarkable sell-through rates for our network of retailers but also drives sales to on-shelf planograms in stores, cementing the position of SMART as a brand of choice for customers seeking high-quality, practical, and innovative solutions in the realm of multi-tool accessories. 5
SMART UK
MEET THE SMART TEAM: JOY TRAN In the previous edition of our DEEP CUTS newsletter, we had the pleasure of introducing you to Kein Shah, an invaluable member of our SMART Global team, who serves as the Supply Chain Coordinator based in the UK. It’s been wonderful to see the positive response to our feature on Kein, and we’re excited to continue highlighting the remarkable individuals who contribute to our dynamic Chelmsford office. This time, let us turn the spotlight onto Joy Tran, another member of our team. Joy takes on the role of Assistant Management Accountant, and she has been an integral part of the SMART Global family for about two years now. We believe that it is not just about the products we offer but also the people who work behind the scenes to make it all happen, and Joy is a fantastic example of the dedication and expertise that define our team. So, without further ado, let us dive into Joy’s story and discover more about her role, her experiences, 6
and the vibrant personality that she brings to the Chelmsford office! What does a normal week look like for you? During a typical work week, my daily tasks include processing transactions and invoices as well as responding to suppliers’ queries. Besides, I am also involved in other company’s finance projects and one of my biggest tasks is tidying up the management accounts and preparing the cash flow forecast for
the business. Due to the nature of my job, I work independently most of the time while occasionally in meetings with my finance manager to discuss the progress of ongoing projects. What are some things that help you to focus on work? My go-to strategy to focus on work is listening to music. Sometimes, I prefer soft jazz music while at other times I will listen to pop songs to lift up my mood and to have more
DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
UK
SMART UK energy when working. I spend around 1 to 3 days a week at the office as I find that working at home gives me more personal space to come up with new ideas for my tasks. I am a morning person, usually. Therefore, I tend to be devoted to tackling more complicated tasks in the morning. What are the best things about working at SMART? To me, the best thing about working at SMART is that I am presented with new challenges every single day as the company is growing internationally. This has made my job more exciting as I am exposed to new knowledge and can have the chance to learn new skills for my career. We know it is important to work hard AND play hard. Outside of work, what do you like to do? What are your hobbies?
Outside of work, I enjoy travelling to new places and trying local dishes. I love photography, so travelling gives me the chance to work on my hobby. Lastly, what’s your go-to drink for when you’re working? Bubble Milk Tea!
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SMART EUROPE
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DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
EUROPE SMART EUROPE
SURECUT PRAZISION
NAIL BUSTER
NAIL BUSTER EXTREME
TITANIUM BI-METAL
BI-METAL
METAL BUSTER
HSS
FINE
FANG
JAPANESE
COARSE
RAPID WOOD
CARBIDE CUTTERS
CARBIDE RASPS
DIAMOND
MORTAR BUSTER
BOX/HOLE CUTTERS
INSULATION BUSTER
SILICONE BUSTER
SCRAPER
DRYWALL
SANDING
FABRIC
SMART EU GOES TO MENO FAIR IN BELGIUM We are truly delighted to share that SMART was honoured to participate in the Meno Fair held in Leuven, Belgium on the 4th of October. At this event, we showcased our extensive selection of high-quality blades in collaboration with our esteemed private label partner. The reception from the market was overwhelmingly positive, which can be attributed to two pivotal factors: the exceptional quality of our products and the introduction of innovative 100% plastic-free packaging. Our presence at the Meno Fair was a reflection of the trust and confidence the market has placed in SMART and our private label’s partnership. The commitment to delivering products of the highest quality is a cornerstone of our collaboration, and it was evident that the market recognised and appreciated this. Our new, environmentally friendly packaging, which is entirely devoid of plastic, has also resonated with consumers and industry professionals alike, signifying our commitment to sustainability and eco-conscious manufacturing practices. WWW.SMART-TOOLGROUP.COM
One of the standout features of our product range showcased at the Meno Fair was the sheer variety of options available to cater to the diverse needs of both professionals and trade customers. Our blades are available in 1, 3, and 10 piece packets, offering flexibility in quantity to suit different project requirements. In addition to individual packets, we also offer assorted kits and assortments of other blades, providing comprehensive solutions for various cutting and DIY tasks. This adaptability ensures that our products meet the demands of a broad spectrum of customers, making them highly sought-after in the market.
It’s worth noting that our blades come in two distinct fitment options, further enhancing the versatility of our product line. Customers can choose between Open Back and Starlock fitments, allowing them to select the most suitable option for their specific tools and applications. This diversity ensures that professionals, tradespeople, and DIY enthusiasts can confidently rely on SMART for their cutting and tool accessory needs, as our products are designed to meet various preferences and requirements.
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SCAN SMART SCANDINAVIA This diversity ensures that professionals, tradespeople, and DIY enthusiasts can confidently rely
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on SMART for their cutting and tool accessory needs, as our products are designed to meet various
preferences and requirements.
DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
NDINAVIA SMART SCANDINAVIA
SMART MEETS PARTNERS IN DENMARK Embarking on the journey of expanding into new markets offers a myriad of unique advantages, one of which is the opportunity to explore and visit places that one might not have had the chance to experience otherwise. In this vein, SMART has recently delved into the promising market of Denmark, an endeavour that has led to a series of enriching meetings and presentations with potential partners in the region. This venture has not only broadened our horizons in the business landscape but has also afforded our team members the chance to immerse themselves in the cultural and scenic beauty of Denmark. During our visit to Denmark, we were engaged in numerous meetings and presentations with prospective partners. These interactions served as a vital platform for discussing the prospect of introducing SMART blades to the Danish market. Furthermore, we explored the exciting potential for private label arrangements specific to the region. The collaborative spirit and enthusiasm we encountered in our discussions with Danish partners reinforced our belief in the growth opportunities that Denmark presents for SMART. WWW.SMART-TOOLGROUP.COM
Denmark, with its rich cultural heritage, is an absolute delight to visit. The country’s landscape is adorned with a striking blend of waterways and picturesque islands, making it a place of natural beauty that appeals to the senses. In addition to its scenic charms, Denmark also boasts a highly efficient transport infrastructure, including a network of ferries, which provides an innovative and time-saving alternative to long drives, which makes the distance between our headquarters in Maasland, the Netherlands, shorter than what it actually is. This not only
adds to the appeal of the country but also aligns with SMART’s commitment to efficiency and innovation. Our experiences during this visit have only scratched the surface of what Denmark has to offer, and we are excited about the prospect of further exploring the Danish market. As we reflect on our journey into this Scandinavian country and the promising discussions that transpired during our visit, we look forward to a future filled with new opportunities, partnerships, and exploration in this beautiful country. We are eager to bring SMART blades to the Danish market and contribute to its vibrant business landscape. Our journey into Denmark serves as a testament to SMART’s commitment to growth, innovation, and cultural appreciation, and we are excited to see more of SMART’s presence and impact in this welcoming and picturesque nation in the near future. 11
SMART GLOBAL
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DEEP CUTS | SMART GLOBAL NEWSLETTER | Q4 2023
GLOBAL
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DEEP CUTS SMART Tool Group Global UK – Head office Saxon House, 23 Springfield Lyons Approach, Springfield, Chelmsford, CM2 5LB, UK
SMART Tool Group EU b.v Europe Oud Camp 22, Maasland 3155DL, Nederland
SMART Tool Group SC AB Scandinavia Gjuterigatan 6, 34131 Ljungby, Sverige
SMART Tool Group NZ Ltd Australasia 3 Mohuia Crescent, Porirua 5240, New Zealand