THS Company Profile Lee Garth Tools, Doncaster
Report by Peter Brett How it All Started Lee Garth Tools was founded by Eric Lee and David Bowker in the 1980’s, and
is situated in Wheatley, Doncaster, close to Doncaster Robin Hood Airport. The original business partners knew each other as members of the same golf club. David had a career history as a builder and developer, while Eric had worked as a tool distributor. However, with the passing of Eric in 2007, David’s son, Nigel, purchased his
shares and the father and son team have managed the company since then. The company has a grasp of the broadest needs of its customers and says: -
“Our aim is to supply everyone from the local handyman to tradesmen, with everything from toilet rolls to servicing items for the aviation industry. The company aims at first class service in Doncaster and the surrounding areas.” With the above in mind, the
company has had to take a close look at what it stocks in order to ensure that customers find what they want. Hence there is quite an emphasis on hand tools, servicing items like hand towels and wipes, and oils and lubricants. And then it also needs to have a healthy stock of hand and power tools as well. PPE and Safety Spur Sales Growth Another big area of growth for
the business, in common with many others, has been in PPE and related items. It started with the increased use of work clothing and safety footwear. And now, with the increased regulation and awareness for dust, noise, working at height etc, the category has become an important one for driving sales. Another good thing about all the PPE gear is that it wears out, so repeat sales become a possibility – especially if the customer was satisfied the first time around. Lee Garth Tools has been a member of THS since 1993, and has been able to
take advantage of being part of a buying group in several ways. For example, the regular special offers from Draper, Sealey and others results in better sales. It seems as though buyers are much more aware of bigger brand names, and respond by reaching for their wallets, while own branded products are less successful in this respect. The Internet… Since the halcyon (?) days of the 1980s, all businesses, and particularly, tool
businesses, have had to find ways of coping with the growth of internet sales. Margins have been cut and competition has been fierce, and buyers now have the
power to source tools and equipment that is unprecedented in its range and breadth. Lee Garth Tools has a few weapons at its disposal, and the greatest of these is excellent customer service. Staff at Lee Garth are not only knowledgeable about their products, but can also offer advice from everyone to the DIYer doing a small household job, to the buyer from a large company based at the airport. Generally speaking, David notes, the types of business can be divided into
three sections. Firstly, there are major firms in a variety of trades that are regular account customers and buy in significant amounts. They will have their needs taken into account in the regular purchasing of specialist stock. Smaller firms and general trades require a wider range of less specialised tools and equipment, but are nevertheless well catered for at Lee Garth Tools. And then, the DIY market is also taken care of with a range of more value for money tools etc, but with the experience and advice of the Lee Garth staff on hand to help them find the right gear at the right price. David once again notes that, many potential customers of the big name ‘sheds’ are converted to Lee Garth Tools once they realise that the help and advice they get is another valuable by product of an independent tool shop. It also helps that many of the staff
at Lee Garth have been there for more than twenty years. Indeed, the latest recruit was hired a mere two years ago. It is clear that regular customers, and new ones, can expect to get help in depth from such an experienced team. From my own experiences, I also know how
valuable it is to be able to see a well-known face and get good, unbiased advice from someone who has a long experience of finding the best (and maybe the most cost-effective?) solution. It is a Question of Stocking When it comes to stocking decisions Nigel Bowker and Ian Barker have the
key role. It is well known that having the right stock at the right price is important, as well as having the newer ranges of kit when customers want it. Avoiding a pile of ‘dead’ stock that can so easily build up if things become obsolete, or no longer in demand, is also vital. This is a potential minefield for any sales-based business. In order to keep track of stock and sales Nigel and Ian have a fully
computerised system that helps them manage stock levels. They like to achieve good stock levels to meet daily needs, but are careful to avoid overstocking. When it comes to examining and purchasing new items like power tools and hand tools, Nigel and Ian will see the reps and salesmen to examine the goods and
20 ToolBUSINESS+HIRE
www.toolbusiness.co.uk
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