Araldite, the UK market leader in epoxy adhesives, has signed a new UK distribution deal with Velcro.
Huntsman Advanced Materials, owner of the Araldite brand, finalised the deal on Thursday November 24, and DIY, hardware and garden retailers can now place orders through Velcro for 2012 deliveries.

Huntsman's strategic plan is to enhance the value of the Araldite range, as well as improve service and build profit for retailers across all channels of the market.

Production of the Araldite range will remain in the UK. "Araldite has a long and proud heritage in the UK," said Andy Pace, UK commercial leader at Huntsman. "We are committed to keep manufacturing here, as we believe consumers and retailers feel most confidence in those brands which they trust to maintain the highest levels of quality in the production process."

The Velcro brand, he said, has driven growth through innovation: "We're very impressed with the expertise of the team behind the brand. Their experience in distributing market-leading brands and supporting category leaders will be essential to the future of the Araldite brand."

Both the Araldite and Velcro brands enjoy high levels of trust and confidence among consumers and the trade, said Velcro Europe consumer manager Trudie Johnson: "Araldite is a great strategic fit for us, because of our brand values and the quality of our products and service," she said. "The current commercial environment is very challenging, so the market expects more support and greater innovation. Our sales network and customer support is well-placed to offer the DIY, hardware and garden trade everything that they expect from market-leading brands."

Huntsman is a global manufacturer and marketer of chemicals, plastics, automotive, aviation, textiles, footwear, paints and coatings, construction, technology, agriculture, health care, detergent, personal care, furniture, appliances and packaging. Velcro' UK sales and distribution arm is based in Middlewich, Cheshire.

Araldite was a sponsor of the 2011 DIY Week Awards in the first strand of its marketing support for the new distribution arrangement.