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Multi-brand approach better serves Kemach Equipment customers

TRADITIONALLY a single-brand distributor, Kemach Equipment has over the past year transformed into a multi-brand equipment solutions provider, thus providing customers with the convenience and efficiency they need by offering multiple products and services under one roof.

Following the end of its long-term dealership agreement with JCB in 2021, Kemach has adopted a multi-brand strategy that has seen the company entering into distributorship agreements with several premium equipment manufacturers.

“We felt that by being linked to a single brand we were limited to a certain extent. There are several sectors of the South African economy in which we couldn’t participate. Previously, we were pretty much limited to the construction sector, and missed out on opportunities in the materials handling, mining and quarrying sectors, among others,” explains Les Lothian, CEO of Kemach Equipment.

Business realignment

The business realignment strategy began in March 2020 when, in partnership with Anhui HELI, Kemach introduced its Kemach Forklift range, giving the company a footprint into the lucrative materials handling market.

This was followed by a distributorship agreement with McCloskey International in October 2020, which gave Kemach access to the mining, aggregates, construction and demolition, as well as recycling and infrastructure markets.

In July 2021, Kemach took over the distributorship of the full range of BULL backhoe loaders in South Africa, Lesotho and Eswatini. Leveraging an existing wide backhoe loader customer base, Lothian is adamant that Kemach will be a player of substance in the backhoe loader market in South Africa, estimated at 1 200 to 1 300 units a year.

Another strategic distributorship agreement was signed with BOMAG GmbH in August 2021, allowing Kemach to market and support the full range of BOMAG’s heavy and light machines in South Africa, Lesotho and Eswatini.

In the same month a distributorship agreement was signed to sell and support the full range of Liebherr earthmoving equipment in South Africa. The range includes excavators (20 – 100 t), wheel loaders (10,4 – 25 t), bulldozers (20 – 73 t) and a line of telehandlers.

Kemach has added the Torpedo range of hammers to its stable, effective September 2021. The range was previously distributed locally by Maximum Equipment, which remains a sub-dealer for Kemach in South Africa.

Five pillars

Lothian reiterates that Kemach is building its business around five different pillars – Kemach Forklifts (materials handling), McCloskey (crushing & screening), BULL backhoe loaders (construction), BOMAG (infrastructure development) and Liebherr, which gives the company a footprint in not only construction, but also the logistical handling of mining materials. All of these segments leverage each other, giving the business the much-needed balance.

Apart from diversification into different sectors of the economy, the multi-brand strategy also allows Kemach Equipment to offer a total solution to its customers, especially at a time when customers continue to chase the convenience that comes with dealing with a single provider for their different needs.

“We have also been very careful in selecting our OEM partners. All the products in our stable complement each other, are of the highest quality and offer true value for money,” concludes Lothian.

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