From premium to entry-level pricing

So far Soudal, the Belgian specialist for construction chemical products, has had a presence in Germany mainly through trading brands or private labels, which were to be found in some 1 400 DIY stores besides the specialist trade dealers. But now the idea is to establish the Soudal brand’s good reputation, which the company has enjoyed for years in the specialist trade and in neighbouring countries, in the German DIY market as well. The offer to retailers: everything from the one source under the slogan “One stop shopping”, not only in terms of the product range but also the price categories. “We can offer everything,” says Jurgen Vandervelden, managing director of Soudal Germany, “from the premium segment to entry-level pricing.” One part of the concept concerns the strengthening of the field service in Germany. “We are going to increase the personnel significantly, both for the DIY and the trade sectors.” Soudal offers a choice of products in the categories of sealants, adhesives and foams that is both broad and deep. They are supplied to all three market segments: trade professionals, DIYers and industrial users. “Fix All” is one product range of particular interest to general users. It aims above all for great comprehensibility and ease of application. A new product in this range is the “Fix All High Tack” hybrid power adhesive. As Vandervelden explains, this product makes available to the market a versatile adhesive as an alternative solution to drilling, screwing and plugging. It is characterised by an extremely high initial tack and good sealing qualities. “The ability to seal everything, bond everything on all substrates or materials. Those are tough requirements that we fulfil with this product,” he says. “Fix All High Tack” has long been present in the professional sector and is now available to DIYers as well. It is presented in the POS in a fast-selling display, and there is a competition to promote the product launch. As Vandervelden well knows, the topics of ecology and sustainability are becoming increasingly important. As a rule, Scandinavia is the driving force here. Starting there, the trend then spreads out through the rest of Europe as well. “Unfortunately the end-consumer is not always prepared to spend more money on ecological products,” deplores Vandervelden. “But we see that the trend is meanwhile quite clearly catching on with professionals.” Soudal is a co-founder of the waste disposal company PDR (Products Through Recycling…