The new VDE screwdriver range

One of the UK’s most iconic tool brands, Britool, aims to take a lion’s share of the UK’s largest tool market following a mutli-million pound investment to relaunch as Britool Expert, with an entirely new mid-price-point tool range.

Britool Expert launches more than 1200 products to the £100m+ mid-price-point professional market in April, with a unique offering setting new market standards for innovation and quality available at below premium prices.

Sheffield-based Britool, part of the Stanley Black and Decker group, is supported by more than a century of heritage and proven reliability, will undergo its state-of-the-art transformation courtesy of the award-winning product design team at Facom, Europe’s leading hand tool brand, to reshape the range entirely.

Liam Kettlewell, Project Manager for Britool Expert, says: “This exciting new launch is just the first step of our vision for the Expert brand. The new concept still embodies the values of the historic Britool brand that has withstood time for over a century, but with a wider more credible range than ever before.

“Through this launch we wanted to showcase the journey the new Expert range has taken, highlighting the input from Facom, to develop a brand which boosts a new catalogue with over 1200 products aimed to deliver first class tools to experts in every profession. “The Britool Expert range is able to offer professionals with a quality, mid-price-point brand, providing essential but state-of-the-art tools for every profession.”

The Expert brand boosts its own research and development team providing first class products and testing to guarantee a product matching the Facom ethos of reliability, quality and precision.

The UK launch at Stanley Black and Decker HQ in Sheffield, showcases the new range and ties in with the European launch of the Expert brand.

Intended to re-invigorate the iconic Britool brand with investment, new brand values and significant range extension, Britool Expert will meet the needs of experts in every profession. The launch represents only the beginning of a broad and exciting new product development program for Britool Expert.

The launch of Expert carries a long term vision becoming not only a market leader in hand tools, but also breaking into the power and workshop tool market in 2012 and onwards.

The prestigious launch event transported visitors through the historic development of the brand which serviced the war effort and built many of the world’s railways  including the London Underground. Visitors were received in an old style train station before boarding a modern train for a trip forward in time to see the new range designed and developed by Facom.

The new Britool Expert website will fully launch in March 2011 with the new catalogue and product range available to buy from April 2011.

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