Guaranteed Irish Brooks is blooming

Delighted to be back in Irish ownership since 2021, Brooks are building on their reputation for timber excellence, while offering the full builders’ merchant experience. The Hardware Journal visited their flagship Bluebell branch and spoke with Branch Manager, Brendan Sammon.

2023 is off to a confident start for Brooks at Bluebell, the largest outlet in the Brooks Builders Merchant network of nine branches across Ireland.

Large is an understatement. The site, just off the M50, is mammoth. Over four acres and 100,000sq.ft. of high spec covered space, including an 8,500sq.ft. shop and trade counter, plus ample loading and parking facilities.

Brooks puts every inch to work as a full-service builder’s merchant, supplying building products, drainage and plumbing. The space is particularly valuable for their specialist area, timber. For years, Brooks has been the destination for timber quality and choice.

This is obvious from the extensive range of plywood and composite boards, softwoods, redwoods and hardwoods available from stock.

2021 was a landmark year for Brooks. The 200+ year old company returned to Irish ownership in August; purchased by the Murdock Builders Merchants Group.

The Murdock family share a successful history in the sector.

“They are very passionate about the business and bring a wealth of knowledge,” notes Brendan Sammon, Branch Manager at Bluebell.

“Their enthusiasm to see the Brooks business grow and fulfil its potential is evident from the level of investment since acquisition, and the support and encouragement provided to the management team.”

There has been significant investment in upgrading facilities, together with innovations and development in product range and services. Further growth is in the pipeline.

“Over the next few years Brooks plan to expand our branch network further via suitable greenfield opportunities, or acquisitions similar to our recent purchase of Kildare Builders Providers in 2022.” says Brendan.

Customer Appreciation

Brooks serves builders, subcontractors, facilities management firms, joinery and offsite construction companies, and consumers, homeowners and DIYers.

“Trade customers primarily want competitive terms, product availability and fast collection or delivery. And recently, traceability of product and DOP documentation are more frequently required.”

“We go the extra mile by having a rapid response delivery system available at all times on-site.”

Homeowners seek advice on product suitability in areas like timber flooring and bathrooms. Heating and energy-saving enquires have increased as a result of soaring energy costs. To stay ahead of diverse requirements, research into product trends, regulatory updates and supply chain changes, is a constant challenge.Customers are a priceless research resource. “Their views on product performance or ease of use can lead us to change suppliers to find the best quality and value.”

In return, Brooks thanks them often. “Every month we host our ‘Third Thursday Thank You’ campaign, where we have red-hot offers on products targeted at our customers’ requirements.”

“We invite customers to join us for a complimentary breakfast while viewing supplier demonstrations.” This initiative is hugely successful; attendance levels are rising month-onmonth.

Obstacles into Opportunities

When asked about Brooks’ response to the volatility and challenges of recent years, Brendan noted: “all business is challenging; hardware can be particularly difficult at times as we experience the peaks and valleys of the wider economy.”

The pandemic demonstrated both the business opportunities and the supply chain problems for hardware merchants. “Successful merchants like Brooks were able to weather the storm. We benefited from strong supply chain relationships and the agility to respond to rapid changes in consumer demand.”

The current energy crisis is a case in point, motivating customers to make insulation and energy saving choices. Brooks is ready with the products and the expert advice. For trade customers, Brooks helps the construction industry by providing a just-in-time solution, product advice and credit. Of concern is the competition coming from open-seven-days big box and online retailers. To stay ahead, Brooks must innovate in products and services, build good relationships with customers and suppliers, prudently manage resources, and continually invest in staff.

In short, provide the customer service, expertise and buying experience more impersonal rivals can’t deliver.

“Opportunities will continue to arise for hardware merchants, but we must identify and harvest them through ongoing research.”

Supplyside

Brendan believes working in partnership with key suppliers remains the best way to achieve success and keep customers happy.