Vermont Sales celebrates with the return of Open Day Festival 2025

After a five-year hiatus, this flagship event was held over three days in March at the company’s state-of-the-art headquarters in Midrand, bringing together retailers, international suppliers, and industry experts for an exciting experience showcasing the latest innovations in tools and hardware.

A LEGACY OF GROWTH AND INNOVATION

Founded in 1985 by Roland Hunt and Dave Goodman, Vermont Sales began as an agency for Vermont American, specialising in power tool accessories. Alongside early team members Mindi Hunt, Theo Willems, and Dave Ruthenberg, the company quickly established itself in the South African market.

By 1995, Vermont Sales had expanded to the Tillbury Business Park in Midrand, with Ryan Hunt joining the team. Dave Goodman departed, leaving Roland Hunt as the sole owner, supported by key hires Sam Sekgotla and Piet Mashaba, who took on roles as driver and warehouse manager, respectively. Angela Hunt also joined, focusing on finance. In 1999, the company outgrew its premises and relocated to Hightech Village in Midrand, where staff numbers increased, and new brands such as PG, Alpen, and Pony were introduced. The acquisition of Vermont American by Bosch International led to the agency being handed over to Bosch SA.

Despite this change, Vermont Sales retained its well-known name and launched its own range of accessories under the new brand, Tork Craft. By 2008, Vermont Sales had again outgrown its space and moved to 8 Suni Avenue in Corporate Park South, Midrand. This new location allowed for a larger staff and the addition of more brands, as well as the initiation of their own Open Days to showcase these brands. The company’s continued growth necessitated a move in 2018 to an ultramodern facility at 192 Tsessebe Crescent in Corporate Park South. This new premises features a cutting-edge warehouse and office space, while the previous location now houses a sophisticated testing centre and a world-class exhibition centre.

WHERE LOCAL INNOVATION IS KEY

Vermont Sales prides itself on its independence and dedication to local needs. As masters of their product destiny, they have developed six proprietary brands — Tork Craft, Aircraft, Pinnacle, D-Tech, Pro-Tech, and Delrock — tailored specifically for the South African market.

These brands are not only locally developed but are also tested rigorously in their own Tool Test and Quality Control (QC) Centre. The QC Centre plays a crucial role in Vermont Sales’ commitment to quality, assessing tool features, redesigning when necessary, and providing feedback to manufacturers. This feedback loop results in continuous product improvements, benefiting both the South African market and the global community. Through this initiative, Vermont Sales ensures that its tools meet the highest standards, reducing returns and enhancing the reputation of its brands.

However, the success of Vermont Sales has been driven by more than just family leadership. The company has grown through the dedication of a strong and loyal team. Out of 300 employees, only 78 have left over the years, with many having been with the company for over two decades. This extraordinary level of staff retention reflects a workplace culture rooted in commitment, expertise, and shared vision.

THE RETURN OF OPEN DAY: A GAME-CHANGER FOR THE INDUSTRY

The Vermont Open Day, last hosted in 2019 before the Covid-19 pandemic, made a triumphant return this year, reaffirming its status as an irreplaceable event in the hardware industry.

Unlike the company’s smaller themed expos, which have been successfully hosted over the past five years, the Open Day Festival offers an unparalleled experience with live demonstrations, expert guidance from international principals, exclusive product showcases, and special deals from the famous ‘Bargain Cage’.

Attended by international suppliers such as Kreg, MPS, Festool, Alpen, Magnum by Graco, and Multi-Sharp, the event provided retailers with direct access to the best technology and industry expertise. It also served as a unique platform for the Vermont Sales team to interact with customers and gain valuable insights. Many team members experienced the Open Day Festival for the first time, reinforcing Vermont Sales’ culture of learning and continuous improvement.

In addition to the Open Day, Vermont Sales has hosted nine themed exhibitions in its dedicated expo centre over the past five years. These events have focused on individual brands and product categories, providing in-depth showcases of tools, accessories, and working techniques. While these brand-centric expos were highly successful, they could not fully replace the scale and impact of a comprehensive Open Day Festival, where retailers can see the full Vermont Sales range in action, interact with international principals, and access exclusive industry intelligence.

It was the overwhelming positive feedback from customers and partners that prompted the return of the Open Day Festival in 2025. This decision clearly displays the event’s significance in building industry connections, providing hands-on product experiences, and strengthening Vermont Sales’ position as a leader in the South African hardware sector.

As Vermont Sales celebrates four decades of success, its focus remains on innovation, quality, and service excellence. The return of Open Day signals not only a milestone in the company’s history but also a renewed commitment to shaping the future of the industry. The combination of local product development, a strong emphasis on quality testing, and ongoing investments in retailer engagement ensures that Vermont Sales will continue to lead the way in the South African hardware market for years to come.

The Open Day Festival

Spanning three action-packed days from Friday 13 to Sunday 15 March, the event was a true celebration of innovation, partnerships, and the unwavering commitment that has defined Vermont Sales for four decades.

Festivities kicked off on the evening of March 12 with an exclusive gathering for Vermont Sales’ top 20 customers. During this intimate event, Mindi Hunt highlighted a common thread among them: most were family-owned and run businesses, reinforcing the deeply personal and enduring relationships that drive the industry.

The main event officially opened on Friday, drawing over 750 attendees from more than 400 dealers – including industry giants like DIY Depot, Rouberto Hardware, Mica, Essential, Wannabuild, Buco, Powerbuild, Build It, Brights Hardware, BMG, Prime Trading, DIY Shop, and Legacy Industrial Supplies.

The atmosphere was electric, with a well-organised setup that fostered networking, knowledge-sharing, and unbeatable deals. The momentum carried through the weekend, with Saturday seeing similar attendance levels, and Sunday exceeding expectations with remarkable visitor numbers.

The three-day festival proved to be a resounding success, reaffirming Vermont Sales’ role as a leader in the industry.

A GATHERING OF GLOBAL INDUSTRY LEADERS

Vermont Sales’ reputation extends far beyond South Africa, evident in the presence of international partners who flew in to be part of this milestone event.

Paolo Carollo and Alpen MD Claudia Zoff emphasised the depth of their connection with Vermont Sales: “While officially celebrating 25 years of partnership, our relationship spans the full 40 years, starting with the supply of drill sets. Vermont Sales is one of Alpen’s most important partners, not just in turnover, but in trust. This relationship is built on mutual respect – where a handshake is as good as a contract.”

Like Vermont Sales, Alpen remains a family-owned business, reinforcing the strong foundation upon which their partnership is built.

MPS Blades, another family-run enterprise, was represented by Sebastiano Danese and Petra Pott.

When asked why they travelled across continents for this Open Day, they explained: “We have a long-standing relationship with Vermont Sales, and their Open Day is an incredible opportunity. Not only do we get to meet customers in one place, but we also gain insight into the South African retail market and new possibilities for growth. MPS blades are true German quality – the highest standard in saw blades – and Vermont Sales has been a phenomenal partner for 38 years.”

Magnum by Graco’s team – Tina Rykers, Simon Priest, Christopher Campher, and Hendrik Papenfus – were on-site showcasing the art of ‘Painting like a Pro’ using the Magnum system. Rykers noted: “The sheer number of decision-makers in one place is incredible. This event is a true showcase, and we are proud to have chosen Vermont Sales as our South African partner. After a successful trial, we are thrilled to use this platform to launch our brand nationwide.”

Ernst Plender, Area Sales Manager for Festool, shared the brand’s excitement for its upcoming 100th anniversary in 2025 and their strong bond with Vermont Sales: “Festool operates through subsidiaries worldwide and select import partners – Vermont Sales is one of 15 global import partners. Our 9-year relationship has been fantastic, marked by regular cross-visits for training and strategy. I am thrilled Vermont Sales brought back the Open Day. It’s a true business card for the company – an event that allows us to meet numerous customers and see what other suppliers are doing in just three days.”

Mark Owen, International Business Development Manager of Kreg, another family-owned brand, spoke passionately about their mission and their reason for attending the Vermont Sales Open Day: “Kreg takes customers from raw wood to a finished product, offering a complete system. We constantly innovate to lower the barriers of entry for aspiring woodworkers, making professional results achievable with just a drill and a circular saw.

Our new benchtop dowel-making unit, which costs a fraction of professional domino machines, is a game-changer.” He adds that being able to share and demonstrate these products to South African retailers was an opportunity not to be missed.

Owen’s 14-year partnership with Vermont Sales has been instrumental in expanding Kreg’s footprint, with Vermont always being the first to hear about new innovations.

Brian Gardener of Multi-Sharp, a UK-based family business specialising in tool sharpeners, explained why he made the long journey to South Africa:

“Vermont Sales is simply great to deal with. Even though Multi-Sharp is smaller compared to some of the other brands they carry, they invest valuable time and effort into promoting us, so Brian Gardener from Multi-Sharp, with Itumeleng Ndondo from Vermont Sales. I do the same for them.

Vermont understands the importance of maintenance in a market where tools are a significant investment. Multi-Sharp offers affordable solutions to extend tool lifespan, providing value that retailers can pass on to their customers.” “We are committed to quality and Longevity”.

AN UNFORGETTABLE CELEBRATION

“This was a most extraordinary culmination of months of planning and work. The reaction of both our customers and suppliers made every second worthwhile. The suppliers said they had never experienced a private company putting on a show like ours anywhere. Most of the customers loved the displays and the hands-on demo stations,” says Mindi Hunt.

The overwhelming attendance and international presence underscored the significance of Vermont Sales in the industry. The event was meticulously planned and flawlessly executed, offering a dynamic environment where business and relationships thrived.

The buying never stopped, exclusive deals were made, and Vermont Sales’ 40-year legacy was celebrated in a way that truly reflected its success – through innovation, partnership, and an unrelenting commitment to the trade.

With such a resounding success, Vermont Sales is set to continue leading the way in the South African hardware market. Here’s to another four decades of excellence – see you at the next Open Day Festival!

For more information:
Call: 011-314-7711
Visit: www.vermontsales.co.za

Article from DIY & INDUSTRIAL TRADE NEWS APRIL 2025