Alliance in DIY segment

A strategic trademark license agreement has enabled Keter to secure the rights to the Black & Decker brand in North America and Europe. The goal of this alliance is joint product development and the global distribution of tool storage systems. Over the next few years a multitude of new products are to be developed jointly by the two companies. Pablo Kaplan, senior vice president for marketing/new products development, affirmed that this is what the group’s success is based on, declaring that “Keter is so popular with retailers because we are able to present a great number of new products at attractive prices every year.”
The professional-style workshop unit can be supplied with a wooden work surface.
First new products
One of the new offerings from Keter under the Black & Decker logo is the “Metal Line” workshop unit. It is robust and easy to assemble. This storage system can also be equipped with a wooden work surface if so required. Many other  products have been designed for distribution under the Black & Decker logo. These include a folding work bench, a roller tool chest, various cabinets, a shelving system, compartment boxes and tool trolleys.
Under the Black & Decker logo Keter distributes products including tool chests which are also available in larger sizes and on castors.
Growth through flexibility
Keter Plastic, which is based in Herzelia, Israel, has been in existence for over 50 years. During this time it has developed into an extremely successful group of companies with eleven subsidiaries. With a group turnover of US $ 302.5 mio in 2001 Keter Plastic was the top company in the Israeli plastics and rubber production segment and is ranked 33rd in the list of the biggest Israeli industrial concerns.
Keter’s successful growth is based on its “great degree of flexibility, which can only be achieved through small business units with flat hierarchies,” is how the company’s philosophy is explained by Ruti Goldenberg, managing director of the newly founded DIY division.
Lipski, a company that distributes bathroom accessories among its other activities, is one part of the group. Other subsidiaries are Jardin (garden products), Hamat (taps and fittings), Harsa Studio (sanitary products), Outstanding Solutions (outdoor storage units), Keterware (housewares and indoor storage), Lotem Plast (plastic mats) and HDP, which offers designer products specially for Home Depot.
Keter distributes its products all over the world under its own brand labels…