Worx Brand Info
Positec Tool Corporation is owned and founded by China’s 28th richest person, Don Gao. The name Positec is a wordplay on positive technology. Initially, the company manufactured and exported power tools for brands like Black & Decker and Sears.
In 2004 Positec launched the WORX lawn and garden equipment line when they became independent manufacturers selling their own products. In 2007 they introduced their Rockwell power tools brand. About 85% of company sales come from WORX and Rockwell line of products.
Positec may be a relatively new company but it spends about 6% of the company’s revenue in research and development. Paolo Andriolo joined the company to help design ergonomic products. Their flagship product is the WORX GT lightweight, cordless lawn trimmer that won the U.S. Electronic Retailing Association award in 2010.
They successfully used direct response marketing to increase sales of the WORX GT. The first infomercial for ran March 2007 and by December they had already sold 313,000 units. About 15% of Positec’s annual revenue is used for TV commercials and social media promotion.
They also invest in customer communication. Their customer call center takes about 350,000 calls per year where they gather valuable information on how customers experience their products. They also communicate via email, Twitter and live chat with younger consumers. The information gathered is then discussed at the Voice of the Customer meetings.
In 2009 their two brands, WORX and Rockwell Tools became available in retailer stores: The Home Depot, Lowe’s, Costco, and Walmart. Positec headquarters are in Suzhou, China and the North American headquarters in Charlotte. In 2012 it moved its distribution center from Long Beach, California to Huntersville, North Carolina.
WORX garden and power tools line of products include the convertible WORX Aerocart, Lanrdoid Robotic lawnmower, and the PowerShare battery system. With the PowerShare system all PowerShare DIY, gardening, and power tools use the same battery. The WORX Landroid Robotic lawnmower is the most agile lawnmower on the market. The AIA technology is improved technology with better mowing results than the conventional robot mowers. The mower can run through narrow passages other robots can’t.
WORX not only manufacturers eco-friendly products for consumers but are serious about operating an environmentally responsible company. Their efforts were recognized with the World Wildlife Fund’s Platinum award for Low Carbon Manufacturing and the LEEDS-NC Platinum distinction for their green building.