An interview with Andrew Grech; Managing Director, AAK Grech Bros
A group of siblings, a group of companies. Thus far, it is a story that is not unique in Malta or anywhere else for that matter. So, what makes the operations of AAK Grech Brothers so exceptional?
Design & Build met up with Andrew Grech, Managing Director of AAK Grech Bros, who gave clear clues to the reasons behind their sheer success.
Aweb of siblings, all working together, each to their own personal strengths. This is, in summation, the description that Andrew Grech gave of himself and his brothers Adrian and Keith and their sister Christine. Andrew’s flagship is tools and hardware, Adrian’s is bathrooms, Keith is an engineer and Christine is a consummate administrator. The father, Emanuel Grech has maintained his involvement in mentoring and advising the family-run company. In all, AAK Grech Bros employs 9 persons, making this company a veritable pocket Hercules. Andrew Grech explains that AAK Grech Group of companies is at the top of the food chain that incorporates AAK Grech Bros Ltd, E Grech Cristal Baths, and Grech Bros Property. “AAK Grech Bros is now into its third generation and is the exclusive agent for DeWalt, amongst other champion brands” Andrew proudly explained. Indeed, Dewalt, an American worldwide manufacturer of power tools and hand tools, is quite the symbol of trust for the world’s construction, manufacturing and woodworking industries.
“AAK Grech Bros is … the exclusive agent for DeWalt.. Dewalt, an American worldwide manufacturer of power tools and hand tools, is quite the symbol of trust for the world’s construction, manufacturing and woodworking industries”
Exclusivity is typically a much sought-after standing among companies and such an acquisition denotes not only trust between companies but also a significant dominance in the market. And this is not the only exclusive representation that the company has. Andrew Grech points out that it is the company’s dominant position that has enabled it to acquire the exclusive agent rights for other world-leading brands too such as Cetaform. “While DeWalt is the professionals’ go-to brand, Cetaform is more the small operators’ tools”, Andrew explains. Another major name proudly represented by AAK Grech Bros in Malta is Black & Decker: in itself another iconic brand: “the serious DIYer’s best friend”. This iconic brand celebrated its centenary in 2010 and its history is also closely linked to that of DeWalt.
Andrew’s grandfather had started off with Black & Decker, which pre-dates DeWalt by just a few years, and he had thus included DeWalt later in his portfolio. This is why he describes the relationship as third-generational. “Today I feel that our suppliers are like family, in spite of the fact that most are huge. For instance, they come over to Malta on our open day and help out generally – even rolling their sleeves up to help with the unloading. This sort of relationship inspires you to push more and keep improving,” he explained.
“DeWalt has some 80 full-time designers employed in their Research and Development section”
“However, besides these, we have a lot of other licensing companies. We have secured long-standing and customer- centric trade relations from other companies such as ITC Power for generators for which there is currently a great demand. So ITC Power works our line on license from DeWalt,” explained Mr Grech. Annovi Reverberi is another huge manufacturer that also operates
independently as well as under license to DeWalt and Black & Decker, and has excellent relations with AAK Grech Brothers.
The great names of hardware and DIY
Andrew Grech extols the reliability and value for money of the products under AAK Grech’s roofs, and the professionalism and qualities of their distribution suppliers. He explained that some tools take “over 4 years of trial and testing before being put on the market.” Indeed, DeWalt has some 80 full-time designers employed in their Research and Development section. “They need to ensure that every product is of a very, very high quality before hitting the market,” said Mr Grech. He added that the strategy of sub-licensing is a wise move by DeWalt in that this enables it to tap into unique innovations made by other companies whose economies of scope and scale prevent them from having the best research facilities, resources, and the network of a giant such as DeWalt. This is of benefit both to DeWalt and to the licensee. And the standards thus remain stellar.
Most plants are based in Europe with the one in Perugia (Italy) being fully robotic, a plant which Mr Grech describes simply as ‘awesome’. “DeWalt has over 200 SKUs (different tools/pieces) and has grown beyond belief” he continued.
After-sales: A cardinal point
A major beacon for AAK Grech Brothers is customer care and after-sales service. “Taking lightly such vital factors as after-sales service – and custom-care in general lightly – will always lead to complaints and disappointments. We do not operate like that at all,” insisted Mr Grech sternly, his whole demeanour underscoring the great importance his company gives to the satisfaction of the clients.
“Another major name represented by AAK Grech Bros in Malta is Black & Decker. This iconic brand celebrated its centenary in 2010 and its history is also closely linked to that of DeWalt”
From servicing requests and giving guidance to repairs, warranties and the like, Mr Grech said that AAK Grech Bros prides itself in the unparalleled service quality it provides. “We have full backing from our representative companies and sometimes their devotion to the end clients leaves even me impressed. It has happened more than once that a faulty item, even an expensive one, is not simply repaired but also replaced at the request of, say, DeWalt or Black & Decker. “There have even been rare occurrences (because such is their devotion to QC) that a directive such as ‘This product has been assessed with this fault: change them all’ is decreed; and this on matters which are hardly deemed to be crucial at all. This is what it means to be serious,” Mr Grech stressed.
He recalled that some years ago there was a saw that had developed a fault in 1 in 10,000 pieces. These were all replaced at no cost to the client. “They have our back, and we have the client’s” noted Mr Grech. Even in the case of warranties, Mr Grech said that these were standard but could also be upgraded.
“They have our back, and we have the client’s”
A splendid virtuous cycle
This sort of service comes only with the very best of brands. “Like us, their approach to customer care is absolutely no-nonsense. They will not, for example, try to wriggle out of just responsibility. There is also great reciprocal trust between our companies,” added Mr Grech. AAK Grech Brothers has a minimum of two dedicated technicians employed in-house and a vast spare parts section that houses over 20,000 pieces of spare parts. He added that the Workshop’s standard performance target is of two-days. “We have a very good rapport with clients. Sometimes they come with tools which are, say, 30 years old. They speak to our people who see if they can adapt more modern parts to the much-loved tool,” Andrew continued to explain. For Mr Grech the relationship with client and supplier alike is evidently sacrosanct. He speaks with obvious care and affection of clients who seek to keep much loved tools working for as long as possible. This is reciprocated with a brand loyalty to AAK Grech which is hard to find locally elsewhere.
A splendid virtuous cycle is manifestly in evidence here. “Sometimes the clients come to express how impressed they are with the performance of the tools they would have bought,” he observed.
A constant evolution
The products for these companies are always evolving. Andrew Grech noted that the R&D section is constantly on the lookout for improvements. “Our companies’ devotion to constant improvement never ceases to astonish. A new model version might have been rolled out simply because of their advancements in reducing vibration rates even further than those already previously attained – so it is easier and easier for clients to handle and operate such tools, especially for long periods of uninterrupted time,” said Mr Grech. He added that their new products, such as the impact drills, are truly impressive with their noise now reduced to impressively low levels. Andrew added that DeWalt as well as other key suppliers of theirs are solidly advancing on cordless technologies. “Their aim is to go totally cordless in the near future,” said Mr Grech. This puts a spotlight on the batteries of the cordless products. He stressed that the current DeWalt and Black & Decker tools which are cordless already give a consistent performance throughout the lifetime of the battery.
“the Workshop’s standard performance target is of two-days”
“They have a plant dedicated to the production of batteries and these batteries are interchangeable between different tools”. Andrew furthered that one can buy two batteries to use them interchangeably over a range of products. “Now DeWalt has just launched a new battery: the Powerstack. They are so confident of how great this battery is that they have quite uniquely issued it with a three-year warranty!” he exclaimed.
Another exceptional development that DeWalt has made regards the wattage of the batteries: adapting according to the wattage used for recharge. “They have,” he smiled, “if I am not mistaken, over 300 patents on these batteries.”
“DeWalt have come up with a drill bit that powers off as soon as it gets stuck such that the user does not bear the brunt of the kick-off”
DeWalt too are expanding into battery-based heavy construction machinery: scheduled for launch late in 2024. Another innovation they are pushing on is on those safety features which are ingrained into their power drills. Mr Grech explained that up to a little while ago, if a drill bit were to get caught in a wall, the person using the driller could well end up injured through, for example, falling off a ladder. Now, DeWalt has come up with a power driller which powers off as soon as it gets stuck such that the user does not bear the brunt of the kick-off.
FROM SILENCE TO STRENGTH
Generators are another extensive growth area. Mr Grech described as impressive the very low level of noise emitted by AAK Grech Bros’ ‘Silent’ range of generators. And while they are suited mostly for the residential and leisure markets, and also very popular on campers and boats, “the interest in their use within urban areas is definitely on the rise.” The models within this low-noise range vary from 900 to 5000 watts. The more robust generators are normally used on construction sites, where the need for absolute discretion is less of an issue. For AAK Grech Brothers’ supply to the construction industry, “other big names such as Hyundai come into play.”
Eyes on the prize
AAK Grech Bros’ future looks bright. Mr Grech said that people come for the brands, homing in onto DeWalt, Black & Decker, and such brands the company is so famously renowned for, “to then discover our vast choices, which are always focused on quality and value for money.” While the way forward for AAK Grech Bros is intrinsically intertwined with the evolution of these major companies, it also has its own path to forge.
“For AAK Grech Brothers’ supply to the construction industry, other big names such as Hyundai come into play”
From representing a single brand to handling a portfolio of 23 exclusive suppliers is no minor achievement and Mr Grech sees a definite expansion of their product, supply and customer bases. With its impressive portfolio, this is inevitable. “But we never say ‘never’ to anything,” said Mr Grech with a twinkle in his eye.
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