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Wolf-Garten distributor adds Wilkinson Sword brand

Published: 12 February 2010
EP Barrus secures a trade license agreement to market and sell the Wilkinson Sword range of garden tools in the UK and ROI.
Wolf-Garten distributor adds Wilkinson Sword brand
The move follows the demise of a similar arrangement with Fiskars, which came to an end early last year.

In 2008 Wilkinson Sword, a wholly owned subsidiary of Energizer Holdings Inc, had a market share of 23.4%. With strong market demand, the company was keen to maintain a presence in the garden tool sector.

Barrus' appointment as exclusive UK distributor of Wolf-Garten products following the acquisition of Wolf GmbH by MTD last year was said to be a determining factor in securing the agreement.

Wilkinson Sword will join Barrus' newly-formed Tools Division - created in 2009 to handle the distribution of Wolf-Garten. The division is headed up by general manager Nick Hills with merchandising manager Ray Newman and marketing manager Louise Turton.

The existing team of Barrus sales agents will be responsible for both Wolf-Garten and Wilkinson Sword brands, along with the Barrus Lawn & Garden area sales managers. As part of the new agreement, Barrus has developed a new range of products under the Wilkinson Sword brand.

Mr Hills said: "The combined strength of the Wolf-Garten and Wilkinson Sword brands fully supported by Barrus' operational expertise will help us achieve our vision to create a one stop tool shop bringing together a premium quality branded tool offering. We will continue to build and develop both brands during 2010 and will be unveiling plans for the 2011 season at forthcoming events during the year."

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