Making life easy for people who use tools

Grupa Topex (GTX) of Poland has recently been investing heavily in the development of its brand through various media channels and the Internet, participation in trade fairs, and in the dynamic growth of its product portfolio. Today, the company offers nearly 5000 products, is present across 40 markets in Europe and beyond, and has over 4000 business partners. Piotr Potowski reports.

Anumber of key events have taken place in the recent history of GTX which have further strengthened its operations. Firstly, the company’s restructuring and name change in 2012 was a confirmation of its transformation, and an important part of the 2011–2015 long-term development strategy implementation process. As a result of these changes, the company began to build its new business ‘identity’ based on a clearly-defined mission, vision, values and concrete strategic goals.

“We have also rebranded the TOPEX, NEO and GRAPHITE brands by introducing new logotypes, new product and packaging design, new online services and new standards at points of sale,” adds company director Piotr Potowski. “It is through stable development of our own strong brands that the company is building its actual value, evolving from the position of a ‘distributor of tools’ towards that of a strong ‘marketer’.”

GTX has also introduced a successful Tool Centres Project, a professional tool user supply network developed around the trading locations of the company’s key clients operating in Poland. In addition, the GTX SERVICE platform was launched, which marks yet another step in GTX’s professionalisation. Last but not least, construction of an automated warehouse has been yet another recent highlight.

Today, GTX brands are present on over 40 different markets. Of course, Poland is an important one, as GTX is its leader; nevertheless, when discussing the development of the company it is vital to focus both on western and southern Europe as well as on Eastern markets. GTX has three daughter companies headquartered in Romania, Russia and the Ukraine. However, the political and economic situation in the latter two has not been particularly favourable, which provided the company with a new business challenge. For a number of years now, GTX has been focusing more strongly on its development outside Poland’s borders. A modern logistics centre

GTX owns an ultra-modern, innovative logistics centre allowing for fast and efficient servicing of both domestic and export markets. The centre, apart from a long-functioning, automated, 10-stand completion line, includes an automated pallet warehouse with a capacity for 15,000 pallets stored in a double deep system. The main function, apart from storage, is the automated loading of pallet collection points and completion of free-rotating goods on the Good to Man (GTM) station. The warehouse is serviced by four stacker cranes of 22 metres in height.

There is also an automated container warehouse with a capacity for 13,000 containers stored in a double deep system. Four stacker cranes of 11 metres in height service this warehouse, and they are some of the most modern devices of this kind in the world. Overall, the centre has the capacity to process 30,000–40,000 orders in 24 hours. It operates in a two-shift system, and the rate of completion of orders to a very high standard is approximately 95 per cent.

Key brands

GTX brands fall into two main product groups: hand tools and power tools. In addition, since 2015 the company has been heavily investing in the third pillar of its operations, namely the GTX SERVICE which carries out repairs, has a massive warehouse for spare parts and offers other services. The company offers three brands of hand tools. The NEO brand, dedicated to professionals, comprises an extensive assortment of products provided with a 25-year warranty and TÜV certification. The TOPEX brand is dedicated to DIY enthusiasts and it is the most recognised Polish brand of tools with a history nearly equal to the 25 years of operations of GTX. The TOP TOOLS brand is dedicated to those who, when buying tools, are

ELROB

We have been operating continuously since 1998. As one of the few companies on the Polish market with access to a full design, production and logistics centre, we are able to offer comprehensive services within the area of equipping retail points and promoting sales. Our offer includes point-ofsale solutions, exhibition systems, exhibition racks and walls, shop-inshop solutions, advertising stands, visual identification elements, light panels and banners. Our years of experience in working with clients from a wide range of industries has enabled us to develop a comprehensive system for the efficient design and processing of orders. We don’t manufacture any standard equipment for shops: everything we create is a result of our clients’ specific requirements. We are flexible in terms of scope and the type of operation. We always adjust our resources to the needs of each individual project. We learn fast and share the experience we have gained from working in many industries in order to optimise costs, deadlines and logistics. We are experts in problem-solving. We offer our customers a full service, starting from the project design and ending with the implementation of the best solutions at retail points, irrespective of the industry and location.

guided solely by price. The products are designed for light domestic work and cover all key segments of the hand tools market.

Power tools are also divided into three brands. GRAPHITE PRO, the youngest brand introduced in November 2015, comprises products for professional use under heavy loads. All products come with a three-year warranty which can be extended free of charge for a further two years within the GTX SERVICE system. As the brand is young it currently comprises only six tools but new product groups will be introduced soon. The GRAPHITE brand has been dynamically developing for several years and is dedicated to semi-professionals who expect high efficiency but do not use products under heavy loads. The brand, apart from power tools, also comprises a wider range of accessories which, owing to their quality level, can be used in professional settings with the GRAPHITE PRO brand. Last but not least, VERTO is a brand which, similar to TOPEX, is designed for use at home by DIY enthusiasts. It also comprises a wide range of accessories.

Innovation and investments

“We are currently introducing new sets of NEO socket wrenches with stronger packaging and new, better ratchets,” says Mr Potowski. “The sets have a 25-year warranty. We are also going to expand the line of power tools for professionals within the GRAPHITE PRO brand. It is important to remember that being innovative at any price is not part of our business model. Apart from a balanced and well-thought-out package of innovative products, we focus on innovative services, sales and after-sales, and reliable work. In order to ensure such a high level of market service, we also focus on such elements as quality control confirmed with TÜV M+T, ISO and VDE certificates, technical research, logistic excellence, team competence, and others.”

While finalising investments in its logistics facilities, GTX has also been considering the next steps in its development. The company has a number of interesting plans directly linked to distribution of tools as well as with new areas of operations, which will contribute to further strengthening its role on the technical goods and services market. The focus is on three main areas. First of all is the further development of GTX daughter companies headquartered in Romania, Russia and the Ukraine, as the potential of eastern markets is very high. The further development of GTX’s offer with respect to both products and services is another key area in which the company will be aiming to convince relevant authorities that support businesses using EU funding. Employee development is the largest ongoing investment. “We have dedicated training programmes for individual employees, and we have company-wide development programmes such as the ‘GTX Development Academy’, implemented in cooperation with the ICAN Institute,” adds Mr Potowski.

In all of its investments, GTX focuses on the ongoing improvement of customer service. This applies to both partners, i.e. shops, and individual users of tools. GTX aims to set standards for sales and after-sales services. The largest recent investment into an automated distribution centre was an answer to new market demands. The investment enabled GTX to set a new standard in logistics and service in its industry. The co-financing of 30 per cent of the investment from UE sources, at a total project value of PLN 40.5 million, contributed significantly to the completion of the project.

Previously, GTX was also using EU funding for the support of staff training which was linked with the level of customer service. Grupa Topex’s most recent investment in innovation is a direct answer to yet another emerging trend: the evolution of the simple role of a shop assistant into that of an adviser, offering help and value-added services. “Our investments are proceeding precisely in this direction,” says the GTX director. “We will certainly be aiming to secure EU co-financing with respect to the innovative elements of this project.” n