Beating the Credit Crunch

30th Jan 2009

Written for Windows Active magazine:January 2009 issue

Carl F direct, the on-line tools and accessories shop, celebrated five years trading last year and the anniversary confirmed the success of the company’s electronic catalogue concept.

The direct supply business, which is run from the company’s Midlands based warehouse and administration centre, is established as a sister operation to Carl F’s hardware distribution organisation. The successful service has evolved to a Web based business and has attracted major brands including DeWalt, Stabila, Little Giant and Henry.

Designed to offer an alternative to trade counters, and targeted specifically at industry users, Carl F sought to provide easy access to products that are regularly needed on site. The service provides competitive pricing for all its products, backed by next day delivery, for all lines except ladders, to ensure that customers can order in confidence.

The Carl F direct portfolio has expanded and today the site features comprehensive ranges under the headings of power tools; bits/blades/adhesives; hand tools; measuring devices; clothing and footwear; health & safety; maintenance; ventilation and ladders. The range has grown year on year and today the Web based service offers over 1,500 products.

With two decades’ experience supplying the UK’s door and window markets, Carl F drew on its market knowledge to ensure that anyone working in the frontline of the glazing industry could source all the products they need to practically support them in their work from the ‘one stop shop’. Over the course of the last five years, the success of the Carl F direct concept has led to development of the product range to support other light trades including plumbers and tilers.

Regular discounting

Pricing plays a key role in the structure of the Web site – Carl F is fully aware that value for money is essential in encouraging people to use the service as an option to a trade counter. Offers form a key feature of the site and, as an example, a Christmas gift guide categorised products in price ranges starting at under £10, including a “Santa’s special.” Regular discounting is carried out across the Carl F direct portfolio of products – currently excellent savings are being offered on the DeWalt DW960 18 volt cordless right angle drill, with free battery.

Carl F reports that the hand tool section of the site is particularly popular with users,
Clear categories aid users of the site and, in the hand tool section, customers have ready access to specified sections including hammers, screwdrivers, Allen Keys, hammers and chisels. Within the ranges, brand options are comprehensive – taking screwdrivers for example, choices include Bahco, Suregrip and Wera.

Commenting, Business Development Manager Bruce Bradshaw said:

“We source a variety of products from brand leading European manufacturers, putting strong emphasis on sourcing products that meet all needs. Key selection criteria for lines featured in Carl F direct includes competitive pricing, quality and innovation.

“Health and safety products represent a significant growth area. Growing regulation and legislation in this field has led to increased demand for many products in the range. The ‘work at height’ regulation introduced in 2007, for example, has had significant impact and today, safety harnesses are a necessity.”