Targeting growth through exports

Rothenberger Industrial was established in 2007 as a spin-off from the Rothenberger Group's professional business with the aim of opening up the DIY store channel more effectively. Since then, sales via this distribution channel have roughly tripled. Now, however, managing director Michael Pfaffinger says that the company is nearing the limits of its growth in the German market, where it serves virtually all the well-known retailers. The next goal is therefore to increase significantly the volume of sales generated through exports. Although the company already has a presence in over 40 countries worldwide, including all the primary European markets, it still perceives substantial development potential with its traditional product ranges. Its export quota is currently around 30 per cent.
Rothenberger Industrial offers DIY stores an extensive product assortment in the categories mentioned. The most recent addition is welding equipment and accessories, which it supplied only recently to a DIY chain with around 150 outlets. "The range of equipment is focused on the needs of the DIY enthusiast and the semi-professional user," says key account manager Max Neumann. With its main range of soldering supplies, Rothenberger Industrial has long been acknowledged as the market leader in Germany, with a market share of approximately 70 per cent in the DIY store category.
Retailers can also access a wide range of warming-up and flaming products from Rothenberger Industrial. Applications here include weed control and also the laying of bituminous sheeting. The company recommends multiple placements accordingly in the relevant garden and building materials departments.
Gas and helium cartridges, which are offered in a variety of application formats, feature in the tools, leisure, camping, garden and household product ranges. These include various soldering burners, a Crème Brûlée Set and the Balloon Party Set. The latter can be used to inflate balloons for a myriad of occasions including weddings and christenings. "We have achieved fantastic sales with this product lately," says a delighted Pfaffinger. This assortment also includes gas lighters, camping stoves and Bunsen burners. Another successful product range is that of gas radiators, gas heating guns and mobile heating appliances in the heat segment.