News & Media

Strategic Partnership with Global Manufacturing Leader – Positec

The exclusive distribution of CAT® Power Tools and Wesco Power Tools is backed by Positec, a globally recognised power tool manufacturer renowned for its extensive international presence, innovation, cutting-edge technology, and superior product quality.

As one of the world’s leading tool manufacturers, Positec owns and distributes prominent brands such as Worx, Rockwell, Kress, and Xceed, while also manufacturing tools for other global brands.

Expanding Market Reach and Sales Growth.

The newly secured product ranges will be distributed through Stealth’s extensive omni-channel network, which includes:

• Company-owned stores.
• Reseller stores in trade and retail, including network licensee member stores.
• B2B sales contact centres and field sales representatives.
• Online sales channels, including reseller marketplaces. 

High-Margin Contribution & Profit Expansion

This exclusive product range, as previously announced by the Company, is expected to drive substantial margin expansion, with:

• Wholesale margins exceeding 40%.

• Retail sales margins increasing by 30%–50% when sold through Stealth-owned operations.

Market Leadership & Competitive Advantage

Stealth’s tiered brand positioning strategy ensures a comprehensive product offering across distinct market segments. Utilising the ‘Good, Better, Best’ framework, a widely recognised approach in retail, marketing, and pricing strategies, including within the tools and hardware industry, the latest brand additions strengthen Stealth’s everyday product offer.

The addition of CAT® Power Tools and Wesco Power Tools, complemented by existing industry leaders Milwaukee and Makita, expands Stealth’s product range to deliver a well-rounded ‘Good-Better-Best’ selection. This strategic alignment enhances product differentiation, caters to diverse customer needs, and reinforces Stealth’s competitive position as a dominant force in the Australian and New Zealand power and hand tool market.

Executive Commentary

Mike Arnold, Stealth Group Holdings Managing Director & CEO said: “This is a game-changing milestone for Stealth. Securing the exclusive distribution rights for these leading brands highlights our commitment to delivering high-quality products, greater value, and enhanced experiences to our customers, while strengthening our market position and accelerating our FY28 growth ambitions.

Annual contract purchasing commitments are set to increase year-on-year as we penetrate markets and channels. By the FY28 period, commitments across the three contracts, extrapolated into wholesale-level sales guidance based on projected sell-through, are expected to exceed $30 million, with strong margin contributions above 40%, excluding additional margins from company-owned retail stores. These agreements will further enhance profitability and strengthen our position as a leading industrial products distributor.

Stealth will continue to execute its exclusive brand, own-brand, and private-label strategy, with these agreements marking a significant step toward achieving its FY28 revenue target of $300 million.”

End.