Top Quality Presentation Concept not just for Professionals
Contractor is a brand from the Storch-Ciret Group of Wuppertal, Germany, that has been developed specifically for commercial contractors and premium buyers in the construction and home improvement markets. The product line is characterized by its top quality and at the same time by its compact product program, which is comprised of all essential painting tools and supplies.
The only things that count are the results. But the journey is the reward. Consumers with the highest standards know what is behind this statement. "Because - the optimal result can only be attained using the best possible tools and supplies. Ciret GmbH recognized this need and their Color Expert division established a professional-concept under the name Contractor that meets the requirements of the commercial contractor and the ambitious do-it-yourselfer in regard to the quality of the tools and supplies and more importantly in regard to the results" Roland Skibbe, Managing Director stated. "The professional painter without a workshop is the clear focus of our brand" Skibbe continues. With this concept Home Improvement Markets have the opportunity to address an attractive target group adequately, to generate interesting additional sales and revenues, and to exhaust trade-up potentials.
Reduced down to the most important products also provides additional opportunities, Skibbe states, to win over consumers immediately through a POS presentation that provides a compact and top-quality overview to support consumers in their decision making process. "On the one-hand this is due to Contractor's clear presentation, which is communicated via professional packaging and display headers, and on the other hand on the stringent presentation lines providing consumers with straightforward high-quality product selection criteria", so Skibbe. The roller fleece and brush bristles are of much higher quality than the commonplace DIY tools and supplies. As such, Skippe adds, the brush handles are made out of raw hardwood, the paint rollers offer ergonomically designed two-component handles. The product line is comprised of paint rollers, handles, grids, telescopes, brushes, painters' tapes, combination products, adhesive tapes and putty knives. "All products and product groups were conceived according to the Contractor concept philosophy and can be used as an upgrade option to the existing product lines", Skibbe states. A detailed description of the articles in regard to quality, workmanship, process and use round off the presentation model.
The strength of the concept, Skibbe adds, is underscored by the wide variety of uses. The concept can be used as a stand-alone-solution or as a supplement to existing product lines for painters, commercial contractors and premium buyers. "Because we meet their high standards with our top quality professional product line in every regard".
Color Expert offers brushes made out of a special mix of materials for modern coatings. Long and flexible synthetic bristles optimize coverage, while natural bristles ensure depth, stability and paint retention. When the brush is placed on the surface a paint reservoir is formed which evenly distributes the paint with each brush stroke.
Under One Umbrella
The merger of Ciret Holdings AG and Storch Holding GmbH and the resulting restructuring of the company into three business lines, now positions the newly formed company to offer individual solutions servicing all customer target groups through one single sales division.
Effective September 20, 2011, the company merger of Ciret Holdings AG and Storch Holding GmbH by means of a fusion into the new Storch-Cirect Holding GmbH (HSC) was completed and is now officially registered in the commercial registry. The legal seat of the company is Wuppertal. Now the Storch-Ciret Group (GCS) merger, which was publicly announced in early 2011, is now also is under "a new umbrella".
The merger has resulted in a European specialist for Painting Tools & Supplies that, in the words of the new Ciret Managing Director Roland Skibbe, has an outstanding market position in most European countries, and additionally, Skibbe remarks, we also offer a high level of vertical integration for our in-house produced products. "This provides our company a much higher degree of independence in today's highly volatile procurement markets as compared to our competitors", Skibbe continues.
GSG boasts seven in-house production sites, five of which are located in Europe and two of which are located in Asia. The production sites produce all types of rollers using today's advanced technologies and production processes. In addition, the sites produce brushes, painter's tapes (conversion), drop cloths with tape, injection moulded parts (pails, trays, roller-frames etc.), roller frames, as well as 3K products - all of which make up our extensive product portfolio. The company sees procurement security and quality stability it offers customers as a strategic competitive advantage for itself and its customers. The new Ciret generates with its approx. 1,600 employees net external sales of just shy of € 200 million.
As a result of the merger the market development will change for the core region Germany, Austria, Switzerland and Benelux, the new market development will be based on a joint and focussed approach. The sales division Pro Team Direct GmbH, Wuppertal and Ciret GmbH, Wangen im Allgäu that have worked independently in the past will now be transferred to Color Expert GmbH in Wuppertal. At the same time Color Expert GmbH will be renamed, its new name is Ciret GmbH. The new Ciret GmbH will be active in the market place with three business divisions:
- the business division Color Expert,
- the business division CAP + and
- the business division Fla-Pro Team.
The business division Color Expert will be responsible for the retail business. This division conceives of and markets specific POS concepts based on a cross-product approach for the different retail formats, such as home improvement markets, independent retailers, self-service retailers, construction retailers etc. The POS concepts of this business division are connected to certain presentation requirements and as such are not available to all retailers. "The cross product and application product assortment management offers the participating retailers a wide array of advantages in addressing the consumers and in generating revenues", Skibbe explains.
The business division CAP+ (Coating Applicators and Preparators) will over four different product categories in the future, which can also be procured individually. The purchase of individual products is also possible. The brand Rotoplast, known to commercial contractors, will continue to be used exclusively for rollers.
The brand Kona will stand exclusively for brushes in future. The business division CAP+ will offer a full brush assortment for all quality leves in this product category. The third product category is Quik. Quik stands for a full product line of painter's tape and drop cloth products, such as foils, papers, fleece and other specialities. A forth product category for tools under the name of Prep - rounds off the assortment of this business division.
The Fia Pro Team Europe forms the third business division of the new Ciret GmbH. This business division delivers third party orders from the European production sites, without involving intermediaries, directly to the customer. “The former Fia is known for accepting small minimum order quantities and for providing short delivery times, and according to Fia these attributes are a competitive advantage for deliveries directly from the production site that are highly appreciated by the market”, so Skibbe. The new Ciret GmbH is headquartered in Wuppertal and maintains a second location in Wangen (Allgäu). The new Ciret GmbH, including export business, will generate net annual sales of approx. € 60 million. Ciret GmbH will be managed by Roland Skibbe, formerly the Managing Director of Color Expert GmbH and Thomas Pfeiffer, formerly Managing Director of Ciret GmbH. These personnel decisions are designed to communicate continuity to the markets.
Ciret GmbH's own sales department will, according to Roland Skibbe, press ahead to further penetrate the market. The restructuring into three business divisions within the scope of the fusion has created the platform to provide individual solutions servicing all customer target groups through one single sales division. Skibbe and Pfeiffer are "very optimistic about the market opportunities the next years have to offer."
New Painter Tools & Supplies: Roller "Concave"
New in our product line under the brand Contractor by Ciret are rollers with concave rounded edges on both ends. These are available in foam and fleece for streak-free painting; these rollers are perfect for high-value paints. The rollers have been awarded international patents. The principle behind the concave roller is that the concave ends apply less pressure to the surface. This results in the roller not leaving behind any streaks or roller marks as compared to the traditional rollers.
Integrated Concepts
House and retail brands often complement each other in the market place. An excellent example of this is the concept behind the painting tools and supplies provider Color Expert. Managing Director Roland Skibbe outlines the brand strategy responsible for his company's successful retail presence.
The purpose of entrepreneurial enterprise must be shared success, the customer's and the company's, in which all activities are geared towards achieving this objective. To that end Color Expert attaches great importance to being perceived as the specialist for the development and expansion of strong retail brands.
House and retail brands are in no way mutually exclusive. Dependent on the respective product to market strategy, house and retail brands can jointly converge into the correct path to optimal market development.
If a retail partner has decided to position itself in the market place with its own retail brand, a joint-project is established to create a Private-Label-Product-Line, which meets all the specifications of a successful retail brand. The basis for success is, however, that a clear differentiation to retail competitors is delineated, while ensuring that the Private-Label-Product-Line compliments the paint product line. Additionally, consumer loyalty must always be the ultimate focus.
Concept and product developments, which emerge within the scope of the continued development of our Color Expert and Contractor brands, can be integrated immediately into or adapted for the retail brand product lines. Any disadvantage to the Private Label Product Line is excluded. Furthermore retail brands significantly profit through the know-how transfer from international developments spearheaded by the Storch Ciret Group as a whole.
Through the more than a decade old collaboration with an agency specialized in private labels, all the requirements and specifications associated with the implementation of a retail brand are realized quickly at minimal costs. Included, in addition to that which has already been mentioned above, are product line analyses on the basis of sales-data and delivery quota guarantees for product lines comprised of more than 500 articles.
The trend we are observing presently is, in addition to the focus on house brands as a differentiator to retail competitors, that great interest exists in the clear delineation between retail and DIY brands. An upgrade to professional product line brands provides a clear option for the development of additional customer groups beyond the DIY segment. In addition to commercial contractors, premium buyers are to be targeted, who traditionally have developed a strong affinity to the brand and who consciously wish to differentiate themselves from retail brand product lines. The "Contractor" brand covers that product line gap for this customer segment. These types of integrated brand concepts facilitate target group specific communication for a wide range of customer groups, all while taking emotional and rational aspects into account.
Our experience has shown that - through the combination of our emotionally charged and strong retail brands - both partners clearly profit from the ensuing and decisive win-win situation.
COLOR EXPERT – Painting and Decorating tools from one source
1999, the Storch Group of Companies - the largest and oldest provider of Painting Tools & Supplies in Europe - introduced a new all inclusive Painting and Decorating tools product line under the name COLOR EXPERT for the retail and home improvement markets. Three years later the innovative POS concept - "Extra Profit by Synergy" - made its debut - introducing a new integrated colour-coded sales guidance system. The Berka/Thueringen logistics centre was built in 2003 specifically for the sale and distribution of the Color Expert product line. This was followed by the opening of additional Color Expert sales companies between 2004 and 2010 in Eastern Europe. And at this year's "Farbe“ trade show in Munich we introduced new POS-Concepts and product innovations. Today, the Storch Group has sales companies representing the Color Expert product line in twelve countries. The Group also operates six logistics sites and five production plants in Europe and one plant in China. ColorExpert-StorchGroup overall sales figures for 2010 are projected to reach approx. 120 Mil Euro.
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New Paints, Supplies & Accessories
Color Expert roller for varnishes is equipped with the 2K ergo-handle and a micro-fleece roller cover for the application of thick glazes, varnishes, stains and wood preserving gels. This fleece cover is well-liked for its excellent coverage and for the fact that it keeps spatter to an absolute minimum.
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Utilize Synergies, Increase Profit!
With the concentrated support of Storch Group's ColorExpert - we are constantly revising and updating our sales concept. You can profit from this evolution, put us to the test.
+ Our Own Production Sites
+ Centrally Located Logistics and Packaging Centres
+ Emotional Product Presentation
+ Total POS-Product Range-Concept
+ Intuitive Colour Coded Sales Guidance System
= Extra Profit by Synergy
For Perfect Results
With its new sales display, Color Expert introduced a new concept in product presentation. An emotionally appealing product presentation - a clear structure and colour-coded sales guidance system provides your business with the high likelihood of purchases, all while inspiring creativity.
The importance of selecting the correct tools and high quality accessories, is not only borne out in the end-result - a beautifully painted environment - but also in the speed with which the work can be completed. Preparation, preparation, preparation is the key to any successful painting or wallpapering project.
With this in mind, developments for this sector are in full force. The innovations may not necessarily be ground-breaking, but there are a great number of useful improvements to help the novice turnout professional looking paint and wall decoration projects. [...]
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Dive for Pearls
The times in which painting tools and supplies where just necessary accessories to the main headliner "Paint" are long gone in most home improvement stores in the German DIY scene. Because retailers have recognized that the appropriate attention to tools, supplies, and accessories - not only increases product turnover and gross proceeds, but it is also a signal to consumers that retailers possess a high level of competence in the strongest renovation market segments.
(Brussels) The future plans of the Wuppertal Painting and Decorating tools specialist Color Expert are based on this assessment, as a part of the renowned StorchGroup and one of the undisputed leaders in this market. Storch has over 110 years of experience to fall back on, and one fact is particularly important to the folks from Wuppertal: "We have always been true to our roots - namely to Painting and Decorating tools - we never diversified", Managing Director Roland Skibbe stated. This is a clear edge that cannot be understated - especially when considering that some of our competitors - who started out in the same market segment as we did - have increasingly switched their focus to other business fields, such as household goods, and in the end have "diluted" their offerings. And it is exactly this undiluted "professional know-how", that Color Expert is presently touting as the centrepiece of its information-campaign for retailers. Color Expert is operating under the slogan "Dive for the Pearls in your paint department“ highlighting the four most important collaboration advantages from the retail partner's perspective:
- Individual Product Lines and Presentation Concepts
- Supply Security and Quality Assurance via In-house Production Quotas
- Manufacture of House Brands and Trademarks - Retailers define the standards for their house brands
- Local Presence in all relevant European countries
In regard to the first point, Color Expert has been intensively promoting individual product lines and presentation concepts for many years now - Color Expert was the first to introduce a well thought out colour coded sales guidance system, to present complex product lines to retail customers - while increasing profits and simultaneously ensuring the purchase likelihood of products required for specific applications and projects. Individual concepts are constantly being created and reworked - presently e.g. the new POS-Concept for Painter and Masking Tape is our focus - of course presented in our product line display and stocked with high turnover products relevant to customers' needs.
High Display Product Turnover
In this context a second argument is also important – with the start of our own conversion in the tape segment mid 2006 - not only did our own manufacturing Color Expert quota increase further, but product placement became even more flexible - allowing retailers to highlight different POS themes. New self-serve packaging with how-to instructions and quality information also increases the likelihood of purchases. "We achieve the highest display product turnover, because we cover 90% of the painter tape sales with one display module“, Skibbe remarked. But getting back to the topic of our high in-house production quota - this is a well known prerequisite for quality stability, supply security and filling special orders. In the mean time Storch/Color Expert has achieved the outstanding in-house production level of more than 55% - the best prerequisite for European retail partners. The same applies to the automated Logistics-Centres in Middle Germany, the Czech Republic, and Finland (The former is particularly important to Eastern Europe, the Baltics and the Baltic Sea markets). The Logistics Centres have space for 35,000 pallets with more than 10,000 warehouse products - achieving supply quotas of 98 % for delivery times under 72 hours in Western Europe. Roland Skibbe: „Let your inventories run low. You can rely on us.“ In addition, the folks from Wuppertal place great emphasis on a high innovation level.
Responsibility
The continued development of problem solvers such as e.g. the Expert Cup and 2K-plastic handles are high on our agenda. We also show our commitment to responsibility in the use of plastics free from polycyclic aromatic hydrocarbons, we pursue this on our own accord. "This is clearly a part of the responsibility manufacturers bear towards consumers“, Roland Skibbe stated.
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