Total Tools

What Total Tools does

Total Tools is Australia's largest dedicated professional trade tool retailer, operating a hybrid model of 130 physical retail stores nationwide and an e-commerce platform at totaltools.com.au. The company distributes more than 400 professional tool brands across over 30 product categories — including power tools, cordless tools, outdoor power equipment, hand tools, welding, air tools, automotive equipment, safety gear, and testing instruments — stocking leading manufacturers such as Milwaukee, Makita, DeWalt, Bosch, Paslode, Sidchrome, Festool, and TTI. Total Tools' core positioning is professional trade rather than consumer DIY, with the bulk of its customer base drawn from carpenters, plumbers, electricians, metalworkers, automotive technicians, builders, and contractors.

The business monetizes through one-time retail hardware sales across both channels, with a franchise model underpinning a portion of the store footprint and contributing franchise fees and royalties. Customer economics are reinforced by two loyalty programs: Insider Rewards (consumer points-based loyalty with member deals and Insider Dollars redemption) and Trade Rewards (B2B trade credit accounts with limits up to $5M and 30-day payment terms, complemented by a co-branded Unilock Mastercard). Promotional cadence — Hot Deals, Clearance, Catalogue Offers, and seasonal campaigns — drives transaction volume, while payment flexibility (Afterpay, Zip) and fulfillment options (home delivery, in-store pickup, Uber Delivery) extend reach.

No proprietary software product, AI/ML capability, or technology platform is developed; the technology footprint is a standard e-commerce storefront integrated with store-level inventory and fulfillment. The company is privately held, Australian-domiciled, and shows no evidence of institutional venture backing, M&A activity, or international expansion in the source data. The competitive frame is a specialty professional trade channel competing against broader hardware retailers (e.g., Bunnings) and brand-direct or general e-commerce alternatives.

Name

Total Tools

Legal name

Total Tools

Website

https://totaltools.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Total Tools is Australia's largest professional trade tool retailer, operating 130 stores nationwide and an e-commerce platform distributing 400+ professional brands to tradespeople, contractors, and trade businesses.

Ownership category

akta.pro rank

Product category

Professional Trade Tools Retail

NAICS

Cutlery and Handtool Manufacturing (33221), Machinery, Equipment, and Supplies Merchant Wholesalers (4238)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Tools & Tool Accessories Retail (Hand, Power, Pneumatic) (CRAIADAB)

akta.pro secondary industries

Outdoor Power Equipment Parts & Service Retail (CRAIADAH), Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Professional trade tools
• Power tools retail
• Hand tools supply
• Tool equipment retail
• Workshop tools distributor

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Tool Sales: Revenue is generated through the sale of professional trade tools and equipment across both physical retail stores and e-commerce channels. The business carries over 400 professional tool brands including power tools, hand tools, accessories, outdoor power equipment, welding equipment, and safety gear. Sales are primarily one-time transactions with no subscription component.
2. Franchise Operations: Total Tools operates a franchise model, with franchisees operating retail locations under the Total Tools brand. This contributes to revenue through franchise fees and royalties.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Total Tools is a multi-channel retailer of professional trade tools and equipment, operating 130 physical stores across Australia and an e-commerce platform (totaltools.com.au). The company sells over 400 professional tool brands spanning power tools, hand tools, outdoor power equipment, welding gear, air tools, automotive tools, safety equipment, tool storage, and test/measurement instruments. It supplements retail sales with loyalty programs (Insider Rewards), trade credit accounts (Trade Rewards), bulk purchasing, delivery, and click-and-collect fulfillment.

Product overview

Total Tools is Australia’s largest professional trade tool retailer, operating primarily as an e-commerce platform and physical store network. The company does not develop or sell a unified software product; instead, it distributes an extensive catalog of physical tools and equipment across more than 30 product categories, including power tools, cordless tools, outdoor power equipment, hand tools, tool storage, welding equipment, air tools, automotive tools, material handling, safety equipment, testing and measurement instruments, and cleaning/hygiene products. Total Tools retails products from over 400 professional tool brands (including Milwaukee, Makita, DeWalt, Paslode, Sidchrome, Kincrome, Bosch, EGO, Cigweld, Unimig, Festool, TTI, and Bahco) through its website and 130 physical store locations across Australia. The company also offers ancillary services including a loyalty rewards program (Insider Rewards), trade credit accounts (Trade Rewards), bulk purchasing options, and delivery/collect-in-store fulfillment. The portfolio consists entirely of third-party branded physical tools and equipment sold through Total Tools' retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Insider Rewards Loyalty Program Free loyalty program that allows registered customers to earn points on purchases, access exclusive member deals, and redeem Insider Dollars on future purchases. Aimed at repeat individual buyers and professional tradespeople shopping at Total Tools stores and online.
• Trade Rewards Trade Credit Account Trade credit account program for trade business customers, offering credit limits up to $5M, 30-day payment terms, and a co-branded Total Tools Digital Unlock Mastercard for purchasing professional tools and equipment.
• Bulk Buys Service Bulk purchasing service offering volume pricing on selected products for trade customers and businesses that need to buy tools and consumables in larger quantities.
• Total Tools Digital Gift Card Digital gift card redeemable for products across the Total Tools catalog, available for purchase online and used in-store or online.
• Delivery and Click-and-Collect Fulfillment Order fulfillment service offering home delivery (including Uber Delivery as a fast-delivery option) and in-store click-and-collect pickup for orders placed online, available across all 130 Total Tools stores in Australia.
• Total Tools Franchise Program Franchise offering allowing entrepreneurs to operate Total Tools retail stores under the established brand, with revenue contribution to Total Tools through franchise fees and royalties.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• MilwaukeecoreChannel Partner/ Reseller/ DistributorMilwaukee is a key brand carried by Total Tools, representing one of the leading professional power tool manufacturers. Total Tools serves as a retail distribution partner for Milwaukee products in Australia.
• MakitacoreChannel Partner/ Reseller/ DistributorMakita is a major brand stocked by Total Tools, offering professional-grade power tools and equipment. Total Tools distributes Makita products through its retail and e-commerce channels.
• DeWaltcoreChannel Partner/ Reseller/ DistributorDeWalt is a leading professional power tool brand available at Total Tools stores and online. Total Tools serves as a key retail partner for DeWalt products in Australia.
• AfterpayminorChannel Partner/ Reseller/ DistributorAfterpay is a buy-now-pay-later payment option offered to Total Tools customers at checkout, both in-store and online.
• ZipminorChannel Partner/ Reseller/ DistributorZip is a buy-now-pay-later payment solution integrated into Total Tools' checkout options, providing flexible payment terms for customers.
• Uber DeliveryminorChannel Partner/ Reseller/ DistributorTotal Tools offers Uber Delivery as a delivery option for online orders, providing fast delivery service to customers.
• MovemberminorGTM or Marketing PartnerTotal Tools is an official partner of Movember, a charitable organization focused on men's health. This partnership demonstrates corporate social responsibility and community engagement.
• Unilock Mastercard (Total Tools Digital)minorChannel Partner/ Reseller/ DistributorTotal Tools offers a co-branded Mastercard (Total Tools Digital Unlock Mastercard) as part of their Trade Rewards program, providing financial services to trade customers.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sydney Tools: Australian specialty retailer of professional power tools and trade equipment with both physical stores and e-commerce. Closest direct competitor to Total Tools in the professional trade niche.
• Tool Kit Depot: Australian online-first retailer focused on professional power tools, hand tools and accessories. Competes directly with Total Tools on assortment breadth and trade pricing for the same professional customer base.
• Hare & Forbes Machinery: Long-standing Australian retailer of metalworking, workshop and industrial tools. Overlaps with Total Tools on the metalworking, fabrication and serious-tradesperson segments.

Broad incumbents

• Supercheap Auto: Australian specialty retailer of automotive tools, parts and accessories. Overlaps with Total Tools on automotive tools category and on multi-channel retail/franchise-style distribution to enthusiasts and trades.
• Bunnings Warehouse: Australia's largest hardware and home improvement retailer, owned by Wesfarmers. Competes with Total Tools across power tools, hand tools and outdoor equipment, but operates a broader DIY/trade assortment at massive scale.
• Home Timber & Hardware: Australian retail network of independent hardware stores. Competes for tradesperson basket spend across tools, fasteners and consumables though with a less specialized tools assortment than Total Tools.
• Repco: Major Australian automotive parts and accessories retailer. Comparable as a multi-store specialty trade retailer targeting professional mechanics and trades with tool and equipment categories.
• Mitre 10 (Metcash): Australian hardware retail group serving both trade and DIY customers through independent stores. Adjacent competitor with broader hardware focus but meaningful overlap in hand and power tools.

Regional players

• Zoro Tools: US-based e-commerce retailer of tools, MRO supplies and equipment to businesses and trades. Comparable business model — broad professional brand assortment, B2B/trade orientation, online-first — though operating in a different geography.
• Cromwell Tools: UK-headquartered industrial and trade tools supplier with operations in Australia. Comparable in assortment and trade customer focus, providing cross-regional benchmarking for Total Tools' model.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCax3hYeMmDfewAc1eqj28-g
• Facebookfacebook.com/totaltools
• Instagraminstagram.com/totaltoolsaustralia
• Xx.com/TotalTools6

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Total Tools