INDUSTRY INTERVIEW: ISHAN KALRA – DK TOOLS
Please tell us a bit about your company DK Tools started life in the late 1980s and our Amtech brand has since grown into a prominent household DIY name, recognised for quality, value and service. We pride ourselves on our
extensive DIY product range of course, but it’s our strong values in the way that we do business, as well as our obsession about great customer service, that makes our stockists stay with us year after year. We
are extremely proud of
where we are as a business and the journey we’ve been on for the last 30 years.
What is your main focus at the moment? We have a philosophy of continual improvement and that is what constantly drives us forward. At any one time we have multiple initiatives in progress to improve our customers’
experience,
both as B2B distributors and end users. We’re going through a transformative time which is being fuelled by new technology and changes in end user shopping behaviour. It’s imperative that we continue developing in these areas and be at the forefront of change. One example is our strong focus on environmental
This is a topic that is growing in
prominence in
responsibility. consumers’
minds and we recognise the corporate responsibility we have as an organisation to make positive changes to manage our own environmental impact.
This ongoing commitment to manage our environmental impact led to a business-wide project to introduce a formal Environmental Management System. We’re delighted to say that we are now certified to the BS EN ISO 14001:2015 standard by TÜV Nord.
Where do you see opportunities in the market? With the significant changes in people’s lifestyles we have seen
in recent
consumers will continue to remain home-focussed
years, and
I
detailed content and information required to help end users make the most of our products.
What research do you undertake and
how do you go about
sourcing and developing new products?
believe shift from
undertaking cosmetic household changes to major refurbishments and extensions. Key categories to watch out for will be heavy-side DIY, as well as outdoor living and sustainable gardening. We will continue to manage end user queries and provide the
8 DIY WEEK NOVEMBER 2021
Our focus on new products is always consumer-led. We do a great deal of research into understanding the types of DIY jobs end users are prioritising and the products they need to complete these jobs. Most importantly, we try to understand how they use these tools and what specific functions and features they value most. We don’t overcomplicate our to add inflated costs;
products
instead we focus on tangible end user benefits. This, coupled with rigorous quality testing procedures, ensures we continue to offer great value and have the confidence to back up our products’ quality with a three year guarantee.
Are there any new products you have worked on recently that you are particularly proud of? The DIY Week Award-winning products from last year and this year are standouts for me because they represent two completely different categories – lighting and hand tools – yet both demonstrate innovative thinking with great consumer value. We’ve also had four successful new range launches in the past six months, including cable ties, tapes, adhesive hooks and VDE screwdrivers. The Amtech S8210 lantern had multiple features and benefits which were suitable for a wide range of applications, from camping trips to emergencies. We also integrated a power bank into the already small unit for added value, so that end- users could charge their mobile devices on the go or when outdoors. The more recent Amtech I1045
interchangeable ratchet spanner was specifically designed with versatility
in mind; it is also ideal for a wide range of DIY, household, automotive and maintenance applications.
What advice would you give to retailers stocking your products? We value strong, long term relationships with our retailer stockists, which allows us to provide bespoke advice through an ongoing account management process. Examples include specific point
of sale (POS) collateral that we can provide to suit an individual store; or range merchandising proposals based on the store’s location, typical customer type, and more. I also see the brand/stockist
relationship as a two-way street, so we have feedback mechanisms to
learn about retailer and requirements and use
needs this
information to continue building a better product and service offering. Our refinement of delivery requirements to suit independent stores, for example, led us to offer these customers same day dispatch and next day delivery free of charge on any orders over just £100. My advice is actually aimed at those hardware retailers that are not currently stocking Amtech. We have a great team that delivers an excellent service for stockists and their end users. We also have a product range that has decades of proven demand. My advice is simple: join us!
Going forward, what’s keeping you busy?
Ensuring we systematically and continually improve our offering in ways that will have a meaningful impact to both end users and stockists. The environment in which we operate is evolving all the time, and so do we.
It’s a fun and exciting opportunity to continually challenge ourselves to be at the forefront of delivering excellence in this growing home improvement industry.
www.diyweek.net
STRONG VALUES AND GREAT SERVICE
DRIVEN BY
DIY Week speaks to Director of DK Tools, Ishan Kalra to learn more about the company, its current range of award-winning products, what it has planned for the future and opportunities that exist for its stockists.
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