Published on 2 - September - 2011
Sika goes after DIY marketSpeciality chemicals brand keen to grow its UK market share and expand the DIY side of its business to reach smaller hardware stores.
At the launch of its new fast grab adhesive MaxTack yesterday Sika announced its plan to grow the DIY side of its business, with similar product launches in the future.
Sika UK business unit manager for distribution Graham Cole said: "Customers like the brand for its trade side but it means we're less known in DIY and we want to build on that side. We want to bring products to market that will take us down that road."
Sika, which produces sealing and bonding products, flooring, concrete, waterproofing items and landscaping ranges, has a presence in 74 countries. However, it hopes to grow its share of the UK market, which rose just 1.7% in 2010 on the previous year
While B&Q is Sika's best customer, Mr Cole admits the brand "doesn't really reach the smaller DIY stores", and has a far stronger reputation among trade customers.
The firm has brought on former Big Brother contestant and celebrity builder Craig Phillips as brand ambassador for the MaxTack range, which will see a number of new launches.
Mr Cole also revealed Sika's ambitious growth plans. "The plan is to double our size again in the next four to five years. The idea is that the big get bigger and the small get taken over. That's the way Sika wants to grow and hopefully we will be growing through market share in the UK."
Sika reported a 261.1m CHF increase in sales in 2010, up 6.3% on the previous year.
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