Business Enquirer Issue 117 | Draper Tools | September 2023

PUTTING THE POWER IN POWER TOOLS

DRAPER TOOLS

BUSINESS-WIDE GROWTH FOR BRITISH BASED TOOL SUPPLIER

Whilst the COVID-19 pandemic saw a hugely negative impact for sectors such as leisure and tourism, there’s a hidden growth story for one industry.

In fact, the DIY market helped to bolster the UK economy in the late summer of 2020, seeing a 9.9% increase in homeware sales.

With sales of DIY products growing by 50% during the first lockdown, it’s been reported that the average person spent 39 minutes a day tinkering with their house and pottering in their garden, an increase of 143%.

One business which saw this positive impact is Draper Tools, who supply around 11,000 products worldwide to traditional trade stores.

DRAPER TOOLS PROJECT DIRECTED BY: GLEN NEWTON ARTICLE

WRITTEN BY: LAURA WATLING

“Whilst the traditional type store was initially closed during the pandemic, we saw a significant increase in the e-commerce sector, as the end user had to go online to purchase their tools. However the traditional type store is a market that is still very important to Draper. We are seeing good growth in this channel too, post covid,” explained CEO Matt Sheen, who took on the role at the start of 2023.

Draper Tools’ vast range of products includes well-known trade brands such

as Elora, XP1000 and Knipex, and Bunker along with Draper Tool’s own ranges. “Draper is our core range of quality tools, suitable for tradespeople and DIY enthusiasts. Meanwhile, Draper Expert is our range which has been specifically designed to meet the demands of trade professionals,” shared Matt.

The business, which, pandemic or no pandemic, has stood the test of time, established in 1919 and now in its fourth generation of family ownership. Throughout the pandemic it witnessed financial growth, which has since supported the business in expansion across the board.

Thousands of Products Under One New Roof

Headquartered in Southampton, UK, Draper Tools also has a warehouse and sales facility in the Netherlands, and a facility in Shanghai, China.

As part of its future-proofing growth strategy, Draper Tools are in the process of finalising its new, purpose built warehouse based in Southampton, which plans to open be fully operational by December 2023.

The 350,000 square foot warehouse will allow the business to increase its product capacity as well as become more efficient. “Post-pandemic we’ve seen a rise in demand for next-day delivery, if it’s a product tradespeople need for a job, they need it now,” explained Matt, “The new warehouse has been specifically designed to facilitate that in the future, with the possibility to be open 24/7, and provide future opportunities to increase our trading capacity”.

Complete with state-of-the-art equipment, Draper Tools’ new warehouse will feature an automatic-picking system to support efficiency, as well as the possibility to install sustainable energy saving options such as Solar PV system to allow it to self-sustain.

“Our sustainability credentials are always

evolving and we have spent time on R and D to better not only our own sustainability but that of our customers, too,” said Matt.

Now, Draper Tools is in the process of removing plastic from its packaging, favouring recyclable materials. Thanks to this new measure, the business has reported a reduction of plastic packaging by 20%, resulting in nearly 18 tonnes of plastic waste removed from what it expects to sell in 2023.

Team Players

With the growth of the business’ physical and online presence, it’s also witnessed an increase in staffing levels in the last two years.

Now employing around 300 people worldwide, Matt highlighted a positive mix of the experienced ‘old-guard’, some of which have been in the business for 35 years, along with fresh faces.

And with Matt being in the role of CEO for seven months, is he considered a fresh face? Well, kind of.

Draper Tools was Matt’s first employer at 18 years old, after which he took on roles at the then newly formed Metabo UK (of which his second employment at the business saw him positioned as the Managing Director), and Bosch Power Tools, returning to Draper Tools early 2023.

“Having worked for a very corporate, private equity backed business in the past, it was refreshing to return to a family owned business, which truly has managed to retain its family feel. The timing was right for me,” shared Matt.

And with family and community at its core, its partnership with Southampton FC is well aligned.

Whilst this isn’t the business’ first foray into The Saints sponsorship, having

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previously sponsored them in the 1980’s, now, it forms part of Draper Tools new brand journey.

“We’re sponsoring both the men’s and women’s team this season, allowing us to get in front of younger fans across genders - we don’t conform to the old troupe of tools only being for men!” said Matt.

And whilst everyone plays their part on the pitch, the same can be said inside Draper Tools.

“There’s a great can-do culture at Draper Tools, where everyone understands the role they have to play in the business journey. There’s no feeling of hierarchy and no evidence of toxicity, there’s always a great buzz and a family feel,” added Matt.

Believing in the importance of team players, Matt has based his leadership on transparency and approachability, noting that decisions are only made after speaking with key team members who are experts in their area.

“With 11,000 products it’s impossible for one person to be an expert in everything!” shared Matt, “that’s why it’s crucial that I listen to those around me”.

The Journey Continues

Having celebrated its centenary in 2019 and with expansion well under way, it is looking positive that Draper Tools has many more years ahead of it.

“We foresee a strong growth plan, as well as plans to grow our market share,” said Matt.

The latter will see the business grow not only in the UK, but also mainland Europe, and in its existing markets in the likes of New Zealand and Australia.

Additionally, its growth strategy will see it establish clearer business units with an upcoming focus on the automotive sector.

www.drapertools.com