Industry news

Dunslaz gets new owner

But, assures Super-Brands CEO, Cuan Chelin, this will not result in a marked change in strategy. “Steve Gallienne, previously part-owner of Dunslaz, will be leading brand equity for the group, retaining his influence and using his 15 years of experience to guide the brands into new, exciting spheres.”

Super-Brands is the holding company for My Appliances, which distributes a range of consumer and home appliance brands like Sonic (LCD Screens and electronics), Swiss Diamond (upmarket kitchen range) and Pedrini (kitchen accessories). Investment funding is provided by Mike McGrath, retired chairman of MB Technologies, the prominent IT group of companies his friend and partner Leo Baxter founded more than 20 years ago.

CEO Chelin’s youthful Jude Law good looks are misleading — he says he has been earning his keep for ten years. “My pocket money stopped when I turned sixteen, from then on I had to earn my own money from holiday jobs.”

After matriculating, he joined chartered accountant firm BDO Spencer Stewart in Durban, where he did his articles while he studied for his BCompt and BCom Hons degrees through UNISA and the University of Natal — which he passed cum laude. In 2005 he passed the qualifying exam to become a chartered accountant. He also studied for an MBA degree through a correspondence course offered by the Edinburgh Business School.

Soon after he qualified as CA in 2005, Chelin swopped the world of auditing for hands-on business experience with the international paint company Chemspec. Following a management buyout, he became CEO of their chain of 25 House of Paints stores at the tender age of 23-24.

But, in the beginning of 2007 Chelin eagerly accepted an opportunity that appealed to his entrepreneurial nature: Mike McGrath offered him the position of chief executive of Sonic, distributor of televisions and related electronics. Chelin enthusiastically tackled the brief to expand the distribution of this relatively new SA electronics brand by growing shelf space in independent stores.

In order to make optimum use of their distribution resources like warehouse space, transport vehicles and a supply chain system, they were soon on the lookout for more brands to distribute and launched My Appliances (Pty) Ltd. He secured the SA distribution rights for Swiss Diamond and since January this year they have also been distributing the eco-friendly Pedrini range of kitchen accessories.

“Our strength as a distributor is our fast response times,” he says. “We also have a strong marketing department and excellent graphic design section that helps us to build brands, we thus launched Super-Brands and began looking for complementary luxury goods.”

They will now be applying these abilities and strengths to marketing and distributing the Dunslaz brands in the SA sporting goods market. Chelin says that Super-brands started talking to Dunslaz Distributorship owners Gallienne, Alex McAlery and Richard Agar towards the middle of 2008 about the possibility of adding their high-profile brands to their portfolio. The deal, whereby Gallienne, McAlery and Agar sold all their shares to Super-Brands, was signed in September last year.

Gallienne stays on as sales manager, as will the rest of the Dunslaz sales team. Craig White has joined the Durban sales office as general manager.

“We are trying to keep the changes to the minimum in order to ensure a smooth transition,” says Chelin. “But we shall be adding value through our marketing focus and financial resources.” This will, for example, enable them to look at new sponsorship opportunities.

He started visiting clients with Gallienne after the deal was finalised towards the end of last year and says the news of the sale had been very well received. He is also optimistic that the strong heritage of the Dunslaz brands — Slazenger (cricket), Dunlop (squash and tennis) and Karrimor (outdoor) — will pay-off during the tougher economic times, especially as the prices compare well with other premium brands.”These brands offer very good value,” he says.