Global credentials of the DEWALT brand reinforced in South Africa at exclusive event

Primarily used as a platform to launch the ground breaking new Flexvolt Cordless platform to the SA dealer network, DEWALT in conjunction withthe local distribution partner, Benray, used this as an opportunity to showcase other new innovations in products and services.

A host of impressive DEWALT industrial power tools were on display and there were interactive stations, outside on the lawn, where guests couldtry out the tools for themselves.

Jason Goliath, MC


The take-away message was that the international parent body, Stanley Black & Decker, was committed to doing everything in their power to, ‘grow DEWALT to its rightful position’ in South Africa and Africa. South Africa was identified as a key territory. With an international line-up of guest speakers passing along some key messages, it fell to the MC, Jason Goliath, to keep the audience entertained between the speakers from Stanley Black & Decker Southern Africa and Benray.


Renato Panzarini, President GEM Power Tools Division, Stanley Black & Decker Inc.


Renato Panzarini, President GEM Power Tools Division, Stanley Black & Decker Inc. said, “South Africa is a key pillar and we see it becoming number one or two in emerging markets.” A specific division in Stanley Black & Decker for emerging markets was established five years ago for Latin America, Asia and Africa. He spoke about the company being founded in 1848 and now having 140 manufacturing plants in 50 countries. “Every second around the globe more than 25 Stanley Black & Decker products are purchased.”
DEWALT is the number one brand in the US, Mexico, Central America and number two in Europe. Panzarini, having been born in Brazil, but now based in Florida in the US, said, “The emerging markets are peculiar regions requiring a laser focus and a unique approach. In being mindful of local conditions DEWALT has a strategy of designing power tools specifically tailored to each market. When you speak about DEWALT you talk about the best-of-the-best in power tools. We have the best brand strategy in these markets and a long term vision which we are not going to change.” He then explored some of the CSI initiatives in which Stanley Black & Decker invests.
Stanley Black & Decker employs 3000 engineers globally, which Panzarini said, “Costs a lot of money.” But, it is this this investment that allows the company to remain committed to excellence and providing the right tool for the right market and the right market segment. DEWALT is aimed at the industrial user, Stanley at tradesmen and Black+Decker at the consumer or home owner.

Mayur Mandlekar, Emerging Market Power Tool Director of Project Management at Stanley Black & Decker India


Mayur Mandlekar, Emerging Market Power Tool Director of Project Management at Stanley Black & Decker India, spoke about the technical innovation that DEWALT provides and its commitment to the Perform & Protect programme. This ensures that the best quality power tools for the construction industry also live up to the highest safety standards, through superior dust extraction, minimising vibration and torque control. He introduced the newly launched DEWALT DCH275P2 cordless rotary hammer that includes an Integrated Dust Extraction System and is built to live up to DEWALT’s Perform & Protect system and its commitment to providing safer site working through – The Science of Safety.
It was Mandelkar’s first visit to South Africa as part of his research amongst end users of DEWALT tools for the product development teams that he manages. Specific DEWALT tools are designed for each emerging market, taking cognisance of the particular needs and challenges of each region.

Manoj Panikkal, General Manager of Stanley Black & Decker Subsaharan Africa


Manoj Panikkal, General Manager of Stanley Black & Decker Subsaharan Africa said, “DEWALT is a solution provider and a game changer. We are paving the way forward for DEWALT to move into other African territories. It is amazing how far (local distributor) Benray has come.”

Zain Moosa, Director at Benray Tool Wholesalers


Zain Moosa, Director at Benray Tool Wholesalers, DEWALT’s local distributor, said, “We are going on a journey with DEWALT that started some time back and now Stanley Black & Decker are coming on the journey with us in a more integrated way. We have a dedicated team at Benray working exclusively on DEWALT who are passionate, capable, motivated and driven to take the brand forwards.”

Rashid Moosa, CEO of Tooltech


Rashid Moosa, CEO of Tooltech, spoke about the power of the DEWALT brand and thanked Stanley Black & Decker and Benray, “In this time of hand shaking.”

Mayan Desai, Trade Marketing Manager at Stanley Black & Decker Southern Africa


Mayan Desai, Trade Marketing Manager at Stanley Black & Decker Southern Africa, spoke about the company’s sport sponsorship portfolio, highlighting their sponsorship of the English Football League (EPL – or Barclay’s Football league) across their brand portfolio of DEWALT, Stanley and Black+Decker and also elaborated on their sponsorship of FC Barcelona. A further highlight of the evening was the presentation of a framed football shirt signed by the entire Bąrca first team that included personalities such as Messi, Neymar and Suarez amongst others.

Professionals from the South Africa’s top construction companies enjoyed the photo booth with the DEWALT promoter girls, where they were superimposed onto a range of sporting backgrounds. The open bar and delicious food, oiled the wheels of the networking evening. Construction industry executives and procurement officers got to mingle not only amongst industry peers, but to seek advice from top international and local Stanley Black & Decker executives, or to discuss specific tool specifications with the extensive team of local staff.

For further product information, please visit the DEWALT web site or the DEWALT Facebook page at