New distributor for Stihl tools

FT Farfan, a subsidiary of regional distribution group AS Bryden, assumed exclusive distribution of Stihl equipment in Jamaica on October 1, betting that its dealer-focused business model and more than five decades of experience with the German brand can expand its local footprint.

The distributorship was previously handled by Delta Supply Company. Regional Manager Allan Boodram declined to discuss the previous arrangement.

“Nothing you would hear from me concerning the prior arrangements. But this is our future,” he said.

FT Farfan has distributed Stihl products in Trinidad for about 55 years, and Boodram said the company sees considerable room for growth for the outdoor power equipment brand in Jamaica.

“We do see a lot of potential in the Jamaica market,” he said.

Boodram has spent recent weeks onboarding dealers ahead of the transition. The company has also arranged to meet farm-supply dealers and prospective customers at the AC Hotel on Thursday as it works to expand its distribution network. Advertisements have also been placed inviting interested dealers.

FT Farfan will operate through Atlantic Hardware and Plumbing Supplies on Marcus Garvey Drive, where the product range will be showcased. However, Boodram stressed that the company’s primary focus is distribution and the development of a stronger dealer network.

“I’ve always said we are distributors first,” he said. “We will do everything and anything that is required to build a strong dealer network.”

The model favours quality dealerships over placing Stihl products in as many stores as possible.

FT Farfan wants dealers that currently sell but do not service equipment to become servicing dealers, while helping existing service centres raise their standards. The objective is to bring sales, spare parts, repairs and technical support closer to customers.

“The dealer is central to a lot of the things we do,” Boodram said. “Stihl is one of those brands that is very dealer-centric. We don’t care to be in every store. We want quality stores.”

For customers, FT Farfan is promising a broader product range, stronger after-sales service, and greater availability of parts and equipment. Its crop-care offering, for example, is expected to increase from roughly two or three products to six or seven.

“We are bringing tools to market that will make farmers’ lives easier,” Boodram said. “We want to raise the standard of service for Stihl in the country.”

He said customers can expect “world-class service” and “a broad range of products to meet every need and budget”.

INVENTORY ANOTHER PILLAR

FT Farfan plans to maintain buffer stock in Jamaica to cushion dealers and customers against supply chain disruptions, effectively shifting that risk away from retailers.

“That should not be the headache of the dealer,” Boodram said. “We will take care of that for the dealer and the end user.”

He declined to disclose the level of investment involved, but said FT Farfan is investing in warehousing, service bays and inventory. The company also intends to staff its core Jamaican operation with local talent.

As for whether Stihl could serve as a beachhead for broader FT Farfan expansion in Jamaica, Boodram remained coy.

He said the immediate priority is to establish the Stihl business before considering other FT Farfan product lines.

“At present, we are really focused on the Stihl business,” he said. “There is huge potential for Stihl.”

neville.graham@gleanerjm.com