KING’S PAINT & HARDWARE GOING THAT EXTRA MILE

“GOING THAT EXTRA MILE HAS NEVER MEANT SO MUCH”

(Hardware Retailer 2004)

According to Gary Hinde, joint Managing Director of King’s Paint & Hardware, “the Group was originally formed out of a need to get out of the typical franchising format and into the Franchise business concept, so that all members own their own businesses, but are not in business by themselves.”

There are currently 11 stores in Gauteng, with plans well underway to expand into the Northern Province and Mpumalanga. A study to examine the feasibility of expanding in Mozambique is also already taking place in this region. “Our ultimate aim is to have a King’s Paint branch in every town,” say Hinde.

“We prefer to convert existing hardware stores into King’s Paint branches instead of building new ones. This allows us the benefit of having somebody who already knows the market and has experience in his area ,” says Hinde.

With about 320 paint manufacturers already involved in the market, it is an extremely competitive industry. This competition does not scare the company though - they relish it.

A unique selling point for the company is that King’s Paint currently sells all leading paint brands that consist of between 4 to 6 products, compared to opposition companies that generally offer a range consisting of 2 products.

According fellow King’s Paint MD, Gary Hinde, the company is totally customer driven. “We aim to provide the right advice, the right service and the right price to our customers. We are a credible company that only has the best interests of the customers at heart,” he says.

The company is marketing themselves extensively and, apart from print advertising in trade and décor magazines, King’s Paint currently has a radio campaign running on 94.7 Highveld Stereo.
The aim of the campaign is to obviously gain exposure for the brand, but the bigger picture holds a lot more promise. “We plan to have over 30 stores by the end of the year,” Hinde confesses.

King’s Paint is essentially a Franchise. The company is there to help both new and existing members anyway they can. “It is a family group that allows everyone involved to benefit”, explains Andrews. ”The key to this theory is delegated authority and autonomy, coupled with good communication. Members of King’s Paint are allowed to stock whatever products they wish. Obviously paint comes first and the company prides themselves on being paint and coating specialists, but most members stock an array of traditional hardware products as well”.

There are many benefits available for people looking at getting involved in the King’s Paint family. There is a minimal membership fee and an advertising contribution. All advertising is handled by head office and benefits each and every member. This advertising promotes group branding and marketing. Leads are also provided to members. Another key point is that the group does not take away the relationship between the supplier and the individual stores – that relationship still remains after members have joined the group.

The joining fee also pays for additional set up costs the store might have for example, signage. Members also benefit from the credibility of the King’s Paint brand, an extremely critical aspect that the company is extremely proud of. There is a huge support network that members can take advantage of and that will aid them in their daily business decisions. The group buys in bulk and gets better discount structures that benefit all the stores.

The group has made a considerable impact on the market and the rate the business is growing, it is just a matter of time before the company is the top player in the marketplace. Having read this article and realising what the company can offer you, isn’t it time you picked up the phone and joined the new way things are being done – the King’s Paint way?