Brand Extension - Jobsite Armor Safety products (PPE) 

Challenge:

  • Identify and develop viable complementary new products and categories that complement the Milwaukee brand and fit target end user (Commercial Contractors).

Actions:

  • Visited multiple industrial distributors to understand Milwaukee brand perception and product opportunities
  • Identified Jobsite Safety products as large unbranded and poorly merchandised category
  • Developed strategic new product development partnership with Bacou Dalloz and developed high impact, modular merchandising solutions
  • Conducted market research with several distributors to validate product offering, pricing and merchandising

Results

  • Delivered over $1M in incremental first year sales

  • Successfully extended Milwaukee brand into Jobsite Safety Products.
  • Introduced new category management and merchandising techniques at Milwaukee

BUSINESS OPPORTUNITY | PROBLEM 

Personal protective equipment (PPE) represents $3.8 B annually

Construction users represent 5 of the top 10 Users & $700 M

Limited Brand Recognition, Poor Category Management & Merchandising within PPE Category at Industrial Distribution

NEW BUSINESS SOLUTION

Branded and merchandised program of the best selling safety products :

Safety Eyewear ● Work Gloves ● Hearing Protection ● Respiratory Protection

PROGRAM SELLING POINTS (Dealer):

Complete Construction Relevant program from ONE Supplier
• Includes the (4) largest and highest velocity PPE categories
• Most important PPE categories available from one supplier

Ease of Doing Business in PPE Category

  • Low minimum orders and prepaid minimums 

  • Increased in-stock position 

  • Milwaukee Accessory Growth Goal

High Impact Merchandising System

  • Category destination 

  • Cross merchandising - maximize every transaction

High Quality, Stylish, Comfortable, Products

  •  Engineered for comfort, protection and style

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