NORDWEST celebrates official launch of exclusive brand TECWERK with exciting dealer event
Dortmund, 07/04/2025 – The rebranding of the exclusive PROMAT brand after more than 35 years is a special milestone in the history of NORDWEST Handel AG. Because of this, it was important for the affiliated company to highlight this turning point, and the TECWERK launch, with their specialist trade partners in a fitting way. Around 170 dealers attended the “TECWERK rocks!” event on 03 April. Throughout the day, invited specialist trade partners learned all about the rebranding in the NORDWEST show room. In the evening, they enjoyed an action-packed, impressive end to their informative day at the Bochum-Dahlhausen Railway Museum.
After a welcome speech, former PROMAT – now TECWERK – dealers learned everything they need to know to seamlessly implement a brand changeover in their everyday business. NORDWEST CEO Michael Rolf began his speech by saying: “We at NORDWEST are fully committed to, and firmly believe in the success of TECWERK. Today, we want you to join with us and work to boost sales of this exclusive brand. We are forging ahead with our pledge to the market: We deliver top quality at a truly fair price, and with our assortment of around 10,000 products, we offer everything construction, trade, industry and municipal professionals need to do a good job in their everyday business”.
NORDWEST speakers, including not only Michael Rolf but also Yvonne Weyerstall (Trade & Industry Division Manager) and Astrid Sassen (Marketing & Corporate Communications Division Manager), fostered trust among specialist trade partners with extensive information on the rebranding and generated excitement about the new TECWERK brand – laying the foundation for future growth and providing new stimulus for marketing measures. This included, among other things, information on the background for the rebranding, the new brand image, marketing strategies, sales support, product assortment highlights, product and packaging optimisations, POS/shop fitting information, and of course the expansive topic of product data. The event also honoured the exclusive PROMAT brand with a look back at its over 35-year history of success.
Benjamin Engel, Sales Manager and Authorised Representative at heinrich meier gmbh, had the following to say when he was interviewed about his perception of the rebranding on stage: “It is our own brand, and that’s the conviction we are bringing to our marketing. In the past, when customers needed product recommendations and didn’t have specific manufacturer requirements, our first choice was PROMAT – now, it's TECWERK. The concept of 100% quality at 80% price compared to A brands is definitely convincing, and is very well-received by our customers. The brand is accepted by our entire spectrum of customers, and we are convinced that TECWERK will succeed in the same way."
An evening of rock with star guest at the Dahlhausen Railway Museum
The event at the Railway Museum in Bochum had lots to offer, helping all the guests ring in a new era with an unforgettable evening: From an impressive fire show to a live cooking event, a prize drawing, and live music – there was something for everyone.
One highlight was seeing star guest and TECWERK brand partner Henning Baum. The actor, known among other things for his work on the series “Der letzte Bulle” and the films “Jim Knopf und Lukas der Lokomotivführer” and “Jim Knopf und die wilde 13” has an image that perfectly reflects the exclusive brand – which is why he is the first official TECWORKER! After the commercial he starred in was shown, Henning Baum talked with Yvonne Weyerstall and Michael Rolf about TECWERK and the core values of the brand, with which he fully identifies: “For me, it’s important that tools not only look good, but are also reliable and durable. A great tool brand simply has to perform and impress in application – that is the standard in my mind. Just like TECWERK – you can rely that the hand tools, personal protective equipment and operating equipment will make work easier not more difficult. In addition, of course, I also look for a good price-performance ratio”. Then, a drawing for 20 high-quality tool sheaths hand-signed by Henning Baum was held for specialist trade partners. TV chef Stefan Marquard ensured guests enjoyed an excellent meal, and staged a cooking show as well.
The authentic, uniquely charming industrial ambiance of the location offered the perfect space to present the exclusive TECWERK brand, which encompasses the product groups of Personal Protective Equipment, Construction equipment, Fitting systems and security technology, Operating equipment, Hand tools, Measuring instruments, Abrasives, Clamping and screwing tools, Clamping devices, Technical products and Cutting tools. Overall, the day breathed life and positive energy into the new brand, turning the specialist dealers who attended into TECWORKERS too! Feedback from specialist trade partners confirmed this:
Maximilian Krause, Industriebedarf Niemann-Laes GmbH: “It was a very informative day, a great event – it was emotional, full of specialist expertise and perspectives. All areas where I still had open questions were addressed and explained in full. I'm going home with a great feeling, and I am ready to get started selling and marketing TECWERK. I'm very positive about the change."
Aloysius Staub, Tools Corporation SGS GmbH: “It was a very informative event. The entire TECWERK change is so exciting, and NORDWEST has been so professional and thought everything out so well. All of our sales representatives will be working together to bring it to market.”
