Meeting with Antoine Champinot, Managing Director France & Africa of Stanley Black & Decker

Batinfo: Can you introduce us to DeWalt?

Antoine Champinot: DeWalt is the first brand of the Stanley Black & Decker group, the world leader in tools. The group originates from the United States but we are also present in France with the brands DeWalt, Stanley, Black & Decker, Facom, Lenox, Irwin and several others.

DeWalt is the major brand in terms of portable power tools for professionals in the main world markets of the United States, England, Northern Europe and Australia New Zealand.

The DeWalt brand is celebrating its hundredth anniversary this year.

In 1924, Raymond DeWalt invented the WonderWorker, a radial saw on one arm, the aim of which was to industrialize the process of cutting wood, particularly for the construction of individual homes. The brand subsequently developed in the United States and internationally in the fields of industry and construction. She quickly became famous for her expertise in security and protection. This expertise allowed him to take part in American legislation around the subjects of safety in the use of tools.

In 1960 DeWalt was bought by the Black & Decker group which chose to make it its flagship brand for portable power tools. At the beginning of the 90s, the first range of portable power tools was launched and in 1992 came the first range dedicated to professionals. These tools, initially wired, are very quickly put on battery power. In the 90s, however, this technology was difficult to imagine and this innovation helped propel DeWalt to the status of a leading player in portable power tools for professionals in the United States and then around the world.

We are present in all global markets and, depending on the category, our products are manufactured in the United States or Europe in our factories near Prague and in Italy.

Our promise is based on three pillars:

• Robustness and reliability: our products are recognized for their resistance to intensive use and shock.
• Power: since the launch of our range of batteries for professional tools in 1994, we have always been one step ahead of battery technologies. Our FLEXVOLT technology, capable of going from 54V to 18V, has particularly marked the sector.
• Safety: we continue to innovate, particularly on technologies to reduce the impact of the use of our products on the health of professionals. The Perform & Protect technology that we have developed is, for example, a vibration reduction technology. It helps reduce musculoskeletal risks linked to the use of heavy tools.

Batinfo: How important is R&D to DeWalt?

Antoine Champinot: R&D is the main pillar of our brand. We regularly present innovations. Our first goal in terms of innovation is in battery technologies with the mission of electrifying what is not yet electrified. This goal is made up of two axes:

• Electrify what today works with thermal energy. The innovation in this case is centered on the power of the batteries to deliver equivalent or even better levels of performance than thermal engine applications. We are currently electrifying our garden ranges with hedge trimmers and mowers. We are also launching a range dedicated to construction and concrete work with, for example, battery-powered compressors.
• Electrify what is currently mechanical. For plumbing, for example, we are developing applications that can be connected to portable power products to cut any pipe of any material much more quickly and more efficiently than with a metal or PVC saw.

Batinfo: What is your commitment in terms of CSR policy?

Antoine Champinot: Our CSR strategy is based on three pillars:

• The product: that is to say what we develop as a product which makes it possible to reduce the impact on the environment of the professions that we transform. All the electrification we bring to market aims to reduce Tier 3 greenhouse emissions by 57%.
• The planet: that is to say our impact as an industrialist. We have a program to reduce our tier 1 and 2 greenhouse gas emissions, the mission of which is to achieve carbon neutrality by 2030. This involves multiple initiatives such as the fact that our production centers and distribution are intended to be energy self-sufficient thanks to photovoltaic panels.
• People: this pillar involves diversity and inclusion. We have two main dimensions in it: the representation of women in the management of the company which will reach 50% by the end of the program but which will be reached before and a ten-point program to develop cultural equity. Another point through which our CSR policy goes is what we call “Grow the trade” which consists of developing the training of artisans and professional training in general. In this context, we are the global tooling partner for the WorldSkills, the final of which takes place in Lyon in September 2024.

We also provide all the services necessary for professionals so as not to waste time on their construction sites. The repairability of our products and our ability to repair them quickly and at an attractive cost is an important strategic issue. We developed our own repair center a little less than 3 years ago which is particularly efficient and in which we will continue to invest. Our goal is to ensure that all of our potentially repairable products can be repaired quickly and affordably.

We also ensure that our packaging has as little plastic as possible and that our batteries are recyclable. We work with an ecosystem that allows us to recover batteries, recycle them and avoid all pollution linked to their waste.

Batinfo: What are your latest news?

Antoine Champinot: The occasion of the centenary in France is above all an opportunity to make the brand known in this market. We have a plan which will take place throughout 2024. This will involve an ambassadorial partnership with Antoine Dupont, captain of the French rugby team. This partnership is very important to us because it truly embodies our brand values.

We also recently announced the launch of our new PowerShift battery range which will position us in the large construction environment and make us relevant for equipping construction sites in addition to already existing professional applications.

We are obviously continuing to develop all of our product offerings in the building, industrial, automotive and gardening sectors to continue the conversion to electric.

The mission of the DeWalt brand is to provide complete solutions for professionals to enable them to be more productive, more responsible and in complete safety throughout their journeys.

Batinfo: How do you see the future for DeWalt?

Antoine Champinot: The future of the brand is strongly driven by PowerShift technology. The most recent revolution in the fields of craftsmanship in general is to remove the wire from electrical applications and to use batteries. Where the PowerShift revolution comes into play is by enabling the use of heavy applications, which previously required a motor, with batteries. Switching construction machinery to battery power will revolutionize the lives of users and that of construction companies because everything becomes simpler, faster, less noisy, less polluting and offers more safety.

We really want the DeWalt brand to take its place on the French market thanks to this, by becoming a leader in portable power tools and complete ecosystems. In fact, we are also developing complete ecosystems of products around portable power tools that integrate storage solutions, lasers, accessories, etc. which allow our users to find all the answers to their needs in our brand.