Bunnings rebrands its newly-bought Adelaide Tools chain

Bunnings has rebranded its new SA buy as Tool Kit Depot, as it plans to take the family hardware chain nationwide and to New Zealand.

Adelaide Tools’ Adam Peach. The chain will be renamed Tool Kit Depot including, eventually, in South Australia. Picture: Matt Loxton

Hardware giant Bunnings has unveiled the new name for its recently-acquired Adelaide Tools business, renaming it Tool Kit Depot ahead of the chain’s first expansion outside South Australia, to Western Australia.

Bunnings announced the acquisition of South Australia’s Adelaide Tools chain in October 2019 as part of its strategy to attract more trade customers.

Adelaide Tools is a 70-year-old family-owned and operated business serving trades and high-end DIY enthusiasts through five Adelaide stores. It also offers 8000 products online.

But Bunnings has always had grander plans to take the Adelaide Tools business national, and has now rebranded it Tool Kit Depot.

“We’re really excited about our plans for the future of the business under the new name, Tool Kit Depot,” said Bunnings managing director Mike Schneider.

“Earlier this year we opened a new Adelaide Tools store in Parafield where we trialled new concepts and the response from customers was incredibly positive. It’s given us confidence in the evolution of the format that we need to take the business into WA and beyond.”

Mr Schneider said four Tool Kit Depot stores will launch in Western Australia this calendar year, starting in October, creating over 150 staff roles.

He says the potential is to have as many as 75 stores across Australia and New Zealand.

Mr Schneider said it made sense in the current environment and given WA’s economic strength - as well as its Covid-free status - to first launch Tool Kit Depot in that state.

An expansion to the east coast is next on the cards.

Eventually Adelaide Tools’ stores in South Australia will also be rebranded Tool Kit Depot.

Bunnings boss Mike Schneider plans to take the new Tool Kit Depot brand across Australia and to New Zealand. Picture: Peter Mathew

Mr Schneider said Bunnings will keep the same culture and approach as the old Adelaide Tools business.

“These stores will build on the success of Adelaide Tools in South Australia and the full-service offer and genuine expert advice the team are renowned for.

“The first Tool Kit Depot store will open in Belmont Perth in October with a further three stores expected to open this calendar year in the Perth and Peel regions.

“In time, Bunnings plans to roll out additional stores across Australia and New Zealand.”

Mr Schneider said the Tool Kit Depot name was chosen because it created “instant familiarity” for trade customers A new logo featuring a dog would convey the qualities of partnership, loyalty and trust the business aspired to.

The current Adelaide Tools, which sells a range of professional power tools, power gardening and heavy machinery, is run by Rob and Marissa Peach after being originally established in 1949 by Sam Dontas, Marissa’s father.

Mr Schneider said Tool Kit Depot could offer a range of power tools and other items not ordinarily sold in Bunnings stores and would also rely on a retail model of discounting and promotions, which was different to the traditional Bunnings “everyday low pricing” model.