Time saving solutions – every time…

OCTOBER’S COVER STORY: SUPER ROD 

With a mission to bring only the best products into the hands of electricians, Super Rod continues to go from strength to strength and now boasts an enviable selection of awards, which are testament to the success of their numerous products. Here, EW finds out more about this enterprising company and discovers some of the secrets behind their success.

The Super Rod story began in 2001 with the launch of the now legendary Cable Rods to the market. These cable routing products are now available in over 20 countries around the world and continue to save electricians millions of hours of labour time each year. But Cable Rod is only part of the story and by staying loyal to their roots Super Rod has earned itself a reputation as a company that listens – and then does something about it.

Time is money

For the busy electrician time is money and as a wholesaler you will know that any genuine labour-saving device won’t sit around on your shelves for long. But there is a distinct difference between products which claim to save time and those that actually do ­– and that difference lies in the product development process.

This is one area in which Super Rod continues to excel because they listen to their customers and work with them to develop a range of products that are already in demand. The cable routing products were a perfect example of this as Managing Director Malcolm Duncan explains.

“Every contractor we spoke to shared their frustrations on how much time was lost when routing cables as a result of encounters with unknown obstacles. Although a variety of contraptions were fashioned from wire coat hangers and trunking lid, none were really suitable and they certainly didn’t speed up the process to the extent that the contractors required.

“By working with numerous tradesmen, we were able to develop a product range which was not only fit for purpose but also genuinely saved time and as a result matched the requirements of the contractors.”

This is a perfect example of the way that Super Rod works and one of the many reasons why they received the NICEIC award for ‘Best Product of the Last 50 Years’ in 2006 – an award which is voted for by installers, and the Queen’s Award for Innovation in 2008.

New product innovation

The Cable Rod range has now become an integral part of the electrical contractor’s toolkit and you could be forgiven for thinking that the company might sit back and take a rest, safe in the knowledge that they have one of the best product ranges on the market. But that isn’t the Super Rod way because their story of innovation continues as they expand their international distribution network for the core Super Rod system. They are now bringing back to the UK some of the most innovative products they find on their travels, such as the Stingray and Power-Pull it from Madison, in the USA, as well as the Pro Fit holesaws and the Gekko Gripper (pictured left).

All of these products have two things in common, one that they solve a real problem which installers face on a daily basis and secondly all have been developed by actual contractors.

Malcolm says: “We pride ourselves on the fact that we listen to our customers and work with them to bring these products to market. Every one of the products in the Super Rod range is borne out of a problem in which an installer has encountered.

By working closely with the industry, we are able to launch these products and provide a total solution for our customers. Partnering with likeminded companies to bring the best products to the UK, has been a driving goal for us. Our whole strategy has taken a new impetus, following some time spent with Saatchi & Saatchi last year.”

Total solution

Even in the early days Super Rod had a tendency to think big and their aim has always been to provide the installer with a complete range of reliable tools and accessories – the Electrical Times Readers Award for the ‘Best Product of the last 20 Years’ which they received in 2012 proves that they are certainly heading in the right direction.

But it is their ability to take an idea or concept and transform it into a working product that makes the company really stand out and nowhere is this more apparent than in the development of the now comprehensive range of inspection cameras. These products were initially developed for inspecting the various route options and for preparing cable runs, but they have now evolved into a ‘must have’ tool for both the estimator and the installer.

The company’s continued investment into research and development led to the launch of the industry’s first ever, wireless inspection camera last year – the Super Cam V6T (pictured left).

Malcolm says: “Ever since we started developing inspection cameras back in 2005 our ultimate dream was to develop a colour, micro camera which was small enough to attach to the Super Rod system. Technology and our own R&D department have moved on so much over the years that we are now able to make this a reality and release such a high spec item onto the market.”

As far as inspection cameras go this latest model stands head and shoulders above the rest with the telescopic camera combining the great length advantage of the Telescopic Pole with a small and discreet micro inspection camera which allows the use of a wireless camera to record objects up to 5.6 metres away.

But inspection cameras weren’t the only focus for 2013 because the icing on the ever-growing cake came when Super Rod announced their partnership with Pro Fit to distribute their range of Click & Drill hole saws in the UK. Dubbed ‘The world’s smartest hole saw’ this is just another example of the unique way that Super Rod does business and why they are fast becoming a total solutions provider for the busy electrician.

True innovation meets a need

It’s not often a product comes along that is truly innovative. There are plenty of clever products and an awful lot of ‘gadgets’ but a product is really only innovative if it actually meets a need in the industry – and for Super Rod this can be said for their entire product range.

In short this is a company which ticks all the right products because they listen to the needs of the industry and develop products which meet those needs – a truly simple approach but one which is very successful and as Malcolm points out: “In the world of Super Rod we stick to a few simple rules – we do what we say we are going to do, when we say we are going to do it. It’s not complicated but it works.”

To find out more about the Super Rod product range and how to become a stockist contact: 

Super Rod Ltd

Unit 12 Gilchrist Thomas Ind Est

Blaenavon

Wales

NP4 9RL

Tel: 01495 792000

Email: distributorsupport@super-rod.co.uk

www.super-rod.co.uk