The New Rules of Trade Marketing in Hardware & Construction Supply

How Dulux, Selleys & Leading Tool Brands Are Setting the Standard in Australia

Trade marketing is evolving fast in the Australian hardware and construction supply space. Traditional in-store promotions and distributor discounts are no longer enough. Today’s trade buyers — from builders to contractors to retail resellers — expect digital tools, branded content, and real-time support that help them sell smarter and work more efficiently.

Manufacturers are no longer just pushing products. They’re enabling on-the-ground success by providing digital catalogues, co-branded ad kits, video tutorials, inventory feeds, and B2B support portals.

Local Leaders Raising the Bar

Dulux Paints

Dulux has long been the benchmark in trade marketing — not just for product quality, but for how it supports trade professionals:

• Dulux Trade Centres provide in-person expertise while their Dulux Connect app gives painters access to colour specs, order tracking, and job planning tools.
• They invest heavily in training, digital specifiers, loyalty programs, and content that seamlessly serves architects, builders, and DIYers alike.
• Their brand campaigns extend from TV to the trade counter, ensuring consistency across B2B and B2C audiences.

Selleys Adhesives & Sealants

Selleys, part of the DuluxGroup, is another strong example of smart trade marketing:

• Their packaging is job-site ready with clear applications and product benefits.
• They offer easy-to-follow instructional videos and application guides online, making it easier for resellers and trades to recommend the right product on-site.
• Selleys also invests in POS displays and modular shelf systems that help retailers drive trade engagement.

Hand Tool Brands – Stanley, Sutton Tools, Makita, Irwin

These brands have embraced the “beyond the shelf” mindset:

• Stanley Black & Decker and Makita run trade demo days, onsite activations, and sponsor large-scale trade events.
• Sutton Tools, an Australian-owned brand, provides comprehensive trade catalogues, detailed performance data, and tool selector apps.
• Many leading brands also collaborate with retailers like Bunnings and Mitre 10 on co-branded promotions and bundled kits, tailored to trade needs.

What They’re Doing Right

1. Integrated Trade Support
   From mobile apps to digital loyalty programs and training modules — these brands go where the tradies are: onsite and online.
2. Content with Purpose
   Tools like how-to videos, installation guides, product comparison charts, and downloadable spec sheets make selling and applying easier for resellers and pros.
3. Retailer Collaboration
   These companies invest in co-branded marketing with major retailers, aligning their calendars and content with what drives foot traffic and online conversions.
4. Professional-Grade Presentation
   Trade-ready packaging, shelf displays, and signage all reinforce the brand at the counter and job site — reinforcing utility, not just identity.

 How Australia Compares Globally

Region	Trade Marketing Approach
Australia	Brand-led, retailer-partnered, tech-enabled support (Dulux, Selleys, Makita)
USA	Influencer-heavy, highly segmented trade channels, emphasis on brand-building through content and sponsorships.
Europe	More technical and spec-driven, with a focus on sustainability certifications and multi-language support.
Asia (Emerging)	Price- and volume-led, often manufacturer-driven with growing investment in mobile-first trade tools.

What Brands and Suppliers Must Do Now

• Think Digital First
  Mobile tools, spec apps, and real-time data access are now the baseline, not bonus features.
• Support Resellers Like Partners
  Give your trade partners branded content, selling tools, and exclusive promos they can run with.
• Align with Retailer Expectations
  Retailers like Bunnings and Mitre 10 expect co-branded campaign assets, digital content libraries, and promotional readiness across print and web.
• Deliver Value, Not Just Product
  Help solve real trade challenges — through packaging, training, usage guidance, and performance assurance.

Final Word

Australia’s hardware and construction sector is at a turning point. The brands that lead — like Dulux, Selleys, and Makita — understand that trade marketing is no longer about pushing stock. It’s about enabling partners, empowering end users, and elevating brand value across every touchpoint — from warehouse to worksite.