L&G Tools appointed South African distributor for AEG Powertools

L&G Tools – one of South Africa’s leading suppliers of hand tools, do-it-yourself (DIY) garden equipment and machinery – has been appointed the South African distributor for AEG Powertools.

This agreement, which has been widely welcomed by the trade, will see the AEG Powertools brand relaunched into the local market from July this year.

Grant Vacy-Lyle, managing director of L & G Tools said: “This is the second global brand we have added to our stable which is pivotal for us. AEG is 117 years old and one of the world’s leading international power tool brands.”

L&G Tools, a family business that was established 38 years ago, has positioned itself as a leader in the distribution of wide range of power tools and machinery throughout Africa. Products include compressors, welding machines, power generation and power garden tools. These are sold via both large retail chains and independents.

Vacy-Lyle pointed out that AEG Powertools was a perfect fit with L&G Tools as they now offer a comprehensive industrial offering.  L & G Tools has 7 500 active lines spread across a number of brands.  Its extensive range includes Fragram, Tradeweld, Tradeair, Tradepower (power generation machinery), Tradequip, PUMA and Polish brand YATO (which the company has the sole South African distribution rights).  It also has the Wildberry, Bathroom Shop and Cabinet Shop brands.

“L&G Tools has a successful track record in facilitating the distribution of power tools and private label brands.   Over the years, we have developed our own brands, becoming a serious player in the power tool category nationally. We offer a complete ‘power tool’ solution – from the ‘consumer’ brands such as Fragram which are aimed at the handyman and DIY enthusiast to Yato and now AEG whose market is the professional / industrial sector,” he explained.

AEG Powertools was founded in America in 1989 and has not only built up a sound reputation but positioned itself as a market leader in new product development. It specialises in lithium-ion cordless drills and other battery power tools hammer drills, metalworking equipment, woodworking equipment, percussion drills and accessories.  These products deliver high performance and innovative working solutions for professional tradesmen.

Vacy-Lyle added that premier products such as AEG’s would benefit from the sophisticated logistics system and efficient back up for which L&G Tools was already well known in its sector.

He said that national distribution of AEG products would be done through strong regional sales representation. L&G Tools’ national repair centres have been tasked with providing the back up and product support.

“The AEG Powertools range will be backed by a robust marketing plan that has been developed to re-launch the brand into the market. Our sales drive will include in-store promotions, incentive drives and competitions and a strong point-of-sale drive to create awareness as well as competitive pricing. We will reinforce with product training in store,” added Vacy-Lyle.