DIY Trade News November 2013
42
NEWS
SPOTLIGHT
COMPANY
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Will: A name to trust
The Will brand of pliers was introduced into the South African
market in the early 1950s and after great initial success, a
factory was built in Brits, North West in 1972 to locally produce
the pliers.
This factory produced pliers for the greater part
pliers they are used to, with the same exceptional
company’s core products, however, in recent years a
of three decades and ultimately became one of the
performance and quality that was produced in Brits.
variety of products have been added under the Will
brand leaders in hand tools and a household South
Today the Will brand is still being manufactured
brand; these include: tool sets, screwdrivers, spirit
African brand.
under the watchful eyes of Horst Schmidt, the
In 2011 the factory was unfortunately closed
founder of the Will brand in South Africa. Schmidt
levels, measuring equipment and more is to follow.
“Customer satisfaction and quality products are
and the finished pliers were imported directly
was extremely successful and instrumental in building
the guidelines to any new venture we embark on,
from the parent company in Germany where it
the company’s reputation to what it is today. In
and with current demands in the workplace, quality
sourced the forgings originally. This shift ensured
2010 Karl and Bernd Schmidt (his sons), joined the
delivered at a competitive price is globally impor tant,”
the market would still receive the Will branded
company with part-ownership after completing their
says Bernd Schmidt.
degrees in Economics and Finance respectively. In
2011, Werner Schmidt obtained part ownership in
Offer quality!
the company and brought a wealth of international
By opting to stock the company’s products,
experience to the team. In 2012 the fourth brother,
retailers get to offer the consumer a quality brand
Christian, joined the company to add to an already
and competitively priced tool, with great aftersales
dynamic team of brothers.
Now the company’s focus is on growing its
service and a lifetime guarantee on the products.
“With the amount of inferior products being pushed
market share, product offering and improving
into the market, we have noticed a large uptake in
its distribution network. Pliers were the founding
interest from retailers and this we believe is due to
products of the brand and will remain as one of the
the consumer’s demands for a superior quality tool,”
he says, adding, “As this demand grows we hope to
STOCK WILL
Will Spirit Level: The brand new Will Spirit Level has hit the
see ourselves on more shelves in retail stores with the
goal of ensuring customer satisfaction.”
This is also adding more opportunities. “We
market like a storm, with a fantastic market acceptance and sell-
believe there is a lot of opportunity within Africa as
out. With a 30 year guarantee on the vial and a strong, sturdy body,
consumers strive for superior quality products at
it’s the ideal spirit level for a variety of users, from construction
affordable prices. We are well positioned to take
specialists to DIY enthusiasts.
advantage of this, particularly through our existing
Will’s new screwdriver range, 3-piece plier sets, and 4-piece circlip
plier sets have also become must-have products on all shelves.
channels where we can continue to grow the product
range and provide the necessary support to ensure
success for all our customers,” he says.