New family brand for “3-E”

Drawing up the concept for the new Toolpark family brand was the most important strategic decision of the year 2002. This brand name brings together a variety of different product ranges to create a new type of specialist store. The group’s product ranges continue to be divided up between seven marketing channels and five specialist retail modules. The new Toolparks will focus on the categories of tools and machinery, which means that Plus-1 and Eurogard members with stores possessing the required retail area of between 1 000 and 2 000 m² will qualify for rebranding, along with others who show an interest later on. Toolparks require a supraregional trading area, specifically in metropolitan localities and retail parks with high levels of customer traffic.
By 2005 Austria should have 35 Toolparks.
The most important features are a uniform appearance, customer-friendly store design and an in-depth range of specific products. Members’ advisory capabilities are to be exploited to the fullest extent. It is hoped to set up something between seven and ten Toolparks during the course of this current year, 2003. “3-E” AG has then set itself the ambitious goal of achieving 35 outlets by 2005 in the following Austrian states: Lower Austria (10), Burgenland (2), Upper Austria (7), Salzburg (2), Styria (7), Tyrol (2), Carinthia (3) and Vorarlberg (2).
One step ahead
The aim is to establish Toolpark as a brand name in the Austrian marketplace and anchor it firmly in consumers’ minds as quickly as possible. The “tool” part of this logo stands for tools, machinery and useful accessories, and the “park” is intended to convey the size and welcome of a place which offers customers a participative experience. The brand’s colours were chosen and coordinated with the help of colour consultants: magenta (pink) representing novelty and youth, petrol blue for competence and straight facts, plus yellow to highlight special offers. Promotional measures can also in future be coordinated to the basic colours of the livery. This brand is included on the trademarks register to protect both the name and the logo on a national and international scale. When it comes to image, Toolpark is intended to be the embodiment of strength, innovation and competence – it always pays to keep one step ahead.
External sales of "3-E" AG in mio euro
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Compnay history
1989 Founding of “3-E” Handels- und Dienstleistungs AG.Share capital: 2.2 mio euro
        Founder members: 180
1997 Founding of AHS…