Putoline Distribution
MORE DEALERS WANTED “We have more than 1000 active dealers in the UK, but now that we’re in new premises with room to expand we’re actively looking for more dealers,” says Brown. “All our dealers get regular visits, product information and training, if required, from their area sales managers. We operate next-day delivery for orders received before 3.30pm, and orders over £100 are delivered free. “We have a very competitively priced range
of products and one of the most flexible supply structures in the industry. There’s no minimum order. We’ll even split cases of oil and supply one bottle if that’s what a dealer wants. “We can offer a bulk pumped workshop oil supply and we run our own delivery vehicle within a 150-mile radius of our warehouse. And we’re proud of our 99.5 per cent pick rate on all oils. “We conduct a full site survey for new dealers to help them work out their projected workshop usage and sales. We supply display materials and stands, banners, point-of-sale material and branded clothing either free or substantially subsidised, and we can tailor a stocking programme to suit each individual business. “We’ll even run a total stock management system, stocking displays to an agreed level if required. And we’ll merchandise, replenish, clean and dust the displays. “We aim to make life as easy
as possible for our dealers to let them get on with making money. We’re very serious about growing, protecting and supporting our dealer network.”
BELL HELMETS Helping with Putoline Distribution growth has been the addition of Bell helmets to the product portfolio.
“We’re proud of the fact that we
remain the only 100 per cent dedicated motorcycle oil company in the market.”
An iconic brand, Bell perhaps hadn’t always punched its weight in the UK since being re- launched under Italian, rather than American, ownership in 1991. But since taking on the brand in 2007 the Putoline team hasn’t looked back. Says MD Hayden, who was Lazer helmets UK sales director until 2001: “My old boss at Lazer helmets, Philippe Lacroix, talked me into it. I wasn’t sure about going into the helmet market, but Bell has worked really well for us and has got us into a lot of dealers who have subsequently taken Putoline lubricants too.
“Bell is a premium brand with prices starting at the £175 mark. Sales have grown year-on-year since we took it on, and we’re looking to make 2013 our best year ever with Bell. “Bell helmets are still being designed and made in Italy. The quality is exceptional. We are particularly proud that seven out of seven Bell full-face helmets tested achieved a maximum five-star rating for the SHARP test.”
As with lubricants,
Putoline Distribution has worked hard to get the Bell supply chain working smoothly for dealers. “We can deliver stock lines next day,” says Brown.
Premium Italian helmet brand Bell was added to the Putoline portfolio in 2007.
“Even special orders usually take less than a
week. And, because we have an extremely flexible ordering arrangement with the factory, we don’t get
New premises in Market Deeping provide room for expansion.
left with loads of helmets to shift at the end of the selling season. In turn, that means we never have to dump a load of discounted stock to make way for new products. “It works for our dealers, which means it works for us. Making life profitable for dealers is the most important factor in making sure we can continue to grow – even in tough times.”
THE FUTURE “We’re proud of the fact that we remain the only 100 per cent dedicated motorcycle oil company in the market and we’ve got a lot more to give our customers and dealers in the future,” concludes managing director John Hayden. “We’re not looking to stand still. We want to
grow our share of the lubricant and helmet market. That’s going to be good for us and good for our dealers too. “We remain fiercely devoted to promoting and developing the Putoline brand, as well as Bell, NGK and Hi-Flow filters, which Putoline Distribution also handles. And we have a new product in the pipeline. Watch this space ...”
Putoline Distribution Blue Diamond House Stirling Way Market Deeping Lincolnshire PE6 8AS 01778 349333
www.putoline.com
54 MARCH 2013
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