Velcroed together

For Tesa these are in fact new ways of working. For the first time the brand supplier from Hamburg has agreed to cooperate with another well-known supplier. Starting in March 2007, the two companies jointly will offer hook-and-loop fastening solutions to meet everyday needs under the dual Tesa Velcro brand name. Geared to a variety of different target groups, the ranges will include up to 34 items according to the distribution channel involved. The focus is, however, on the DIY distribution channel in particular.
The assortment includes products that can be stuck, sewn or ironed on, multifunctional cable ties, straps, extra-strong fastening systems and solutions for use in the garden with a great number of possible applications.
The products can, for instance, be used as multifunctional organisers when installing a first aid box or fixing small devices and tools to the wall. They also offer alternatives to zips and buttons. What is more, they can be used in a weatherproof form for leisure and travel purposes, in the garden or on the balcony for bundling together, fixing or transporting a great variety of items. The products can be used for organising, bundling or fixing purposes in the office or at the workplace. Support is available to retailers planning to introduce the new range in the shape of merchandiser units and a great number of POS tools such as sample cards and consumer brochures.
“The Velcro programme provides the perfect complement to the Tesa range of adhesive tapes,” is how Ralf Rahmede, area manager for the consumer division in Europe, explains the decision underlying the cooperative move. Both companies hope the agreement will also lead to a further strengthening of their brands in those countries where one or the other has not so far been able to achieve any great degree of popularity. For example, Velcro is largely unknown in Germany, whereas Tesa can boast of nearly 100 per cent brand awareness there. But as Rahmede is well aware, “Velcro is the synonym for hook-and-loop fastenings in south-west Europe.”
One of the crucial factors behind the two manufacturers’ consenting to the marriage of their brands was the target of a pan-European distribution system. “Our range of products will be present in the European Tesa markets and distribution channels, and we can continue to expand our distribution base, especially in France and Spain,” says Rahmede. One more reason why Rahmede is totally convinced of the assortment’s success is the high rate…