Klein Tools Finalizes Partnerhship Deal with Wales Based Super Rod
On the surface, this story looks like an example of Klein Tools possibly acquiring a company that makes an outstanding product. That’s not what’s actually going on though. First of all, Super Rod is a manufacturer of cable rods used for installation. Most rods that are currently available are from fiberglass, but Super Rod uses a proprietary “Adoxim” material. The rods are of various flexibility and can connect for longer cable runs around corners and bends.
Jo Barnes of Free Press in the UK sums up the company by saying, “Super Rod produces innovative cable rods used in the electrical industry. The pioneering rods minimise the disruption caused by laying cables and increases safety due to a reduction in ladder work. The rods are calculated to save the electrical industry nine million labour hours and £400m [$614 million] each year.”
Okay, so they make an innovative product. How innovative? According to Barnes, Super Rod’s Adoxim material has 80% of the market share in the UK. With a presence in the US, France, Germany, and Japan, they clearly grabbed the attention of Klein. But if this isn’t an acquisition, what is it?
This is where it really gets exciting to me. When we spent some time learning about Klein Tools’ legacy last year, we discovered their desire to move out beyond our borders and be one of the few major manufacturers that is actually exporting on a large scale. As part of this deal, Super Rod becomes a master dealer for Klein and expands Klein’s influence in the United Kingdom. An American manufacturer expanding their exports? That’s a nice change.
Mark Klein, Vice President of Sales for Klein Tools noted, “We are excited to bring the quality and legacy of Klein Tools from the US to the European market. Super Rod is a key partner and will introduce our products to more hard-working electricians who rely on professional tools that work as hard as they do.”
The partnership may also mean that Super Rod begins to create a more solid presence in the US. There are a handful of places that Super Rod is currently sold, such as The Home Depot (online only and licensed through Madison Electric). Super Rod managing director Malcolm Duncan added, “I hope our partnership with such a big US firm can prove to other Welsh companies that we really can trade with the global big boys.” Trade. I like that word. It means that products are going both ways, not just one.
I haven’t actually held any of the Super Rod products, but they look solid. If Klein has decided to partner with them, that tells me a lot as well. It looks like we’ll be getting the benefit of an having an outstanding product expand its presence for our electricians while at the same exporting more US manufactured goods overseas. This certainly looks like a win-win.
On a somewhat, but not really related note, I think I’d like to spend some time with these guys. Reading through their company history tells me that they know how to have a good time!
