I don't have insight into how strong these brands are. Can anyone with more industry experience comment?

The brands are virtually non-existent in Australia. Tradies basically pick one of Makita, DeWalt or Milwaukee (the big issue is battery compatibility – batteries are expensive and heavy and within brands you can swap batteries around to whatever tool you happen to be using). The CAT products look like they are targeting the DIY crowd.

The CAT tool brand is only a few years old. It's anyone's guess how SGI came up with their $30m revenue goal/target.

@DrPete like you, I've heard of CAT, but that's because the company has purposefully leveraged its brand value of ruggedness and durability into adjacent categories via licencing deals. The others I haven't heard of. Fortunately, one of my BA's (ChatGPT) is pretty clued up and this is the brief report they gave me a moment ago.

Cat Power Tools: Caterpillar (Cat) is renowned for its heavy machinery, but its venture into power tools is relatively recent. These tools are manufactured by the Positec Tool Corporation, which also produces brands like Worx and Rockwell. This shared manufacturing origin has led to discussions about the uniqueness of Cat tools compared to other Positec brands. Some users have expressed skepticism, suggesting that Cat's power tools might be rebranded versions of existing products. For instance, discussions on Reddit highlight that while Cat tools are available, brands like Makita are more established and widely recognized in the power tool market.

Wesco Power Tools: Wesco is another brand under the Positec umbrella, primarily targeting budget-conscious consumers. User reviews on platforms like Amazon indicate that Wesco tools are suitable for light to moderate tasks and offer good value for their price. However, some users have noted concerns regarding the longevity and robustness of these tools, especially under heavy-duty use. For occasional household projects, Wesco tools might suffice, but professionals might seek more durable options.

Harden Hand Tools: Harden offers a range of hand tools, including rubber mallets and screwdriver sets. According to ReviewMeta, two Harden products—the 16oz. Rubber Mallet with Fiberglass Handle and the Professional Precision 9pc Screwdriver Set—have received positive feedback, each holding a 5.0 average rating based on a limited number of reviews. On Amazon, the Edward Tools Harden 18 Piece Heavy Duty Tool Set has an average rating of 4.5 out of 5 stars from 215 global ratings, with users appreciating its sturdiness and value for money. While these reviews are favorable, the sample size is relatively small, making it challenging to comprehensively assess the brand's overall quality and reliability. Additionally, discussions on platforms like Reddit highlight concerns about the durability of budget-friendly tools, noting that cheaper tools may use lower-quality materials and manufacturing processes, potentially leading to reduced longevity and performance.

Looks like my BA doesn't know that much about Wesco or Harden, either.

My take on the deals is mildly positive. They (presumably) build out the range of offering in tools for $SGI's customers, and the exclusivity will have some value, but the hand power tools market is a mature and competitive market, with established brands in each market segment. So a more objective press release (which we shouldn't expect from $SGI) would perhaps be a bit more toned down.

Hi @DrPete , I had assumed the 30m announcement was on top of the 60m Loyalty rewards program sales opportunity. But maybe I am getting it mixed up, it hasn't exactly been spelt out or clear from communications, probably deliberately.