ROYD Tool Group acquires Optimaxx 04 December 2018

ROYD Tool Group recently announced the acquisition of Optimaxx, a leading brand of high performance woodscrews. Optimaxx will be ROYD Tool Group’s third brand addition to its portfolio, alongside SMART’s multi-tools, blades and accessories and ACER’s professional construction marker range.

Based in the UK, Optimaxx has grown rapidly since its founding in 2014. ROYD hopes to take the brand to new heights by utilising industry expertise and experience gained through the multi-tool accessory brand SMART and rapidly growing ACER brand.

With the same product ‘formula’ of high performance, high-quality yet competitive prices, ROYD is optimistic the new brand will fit perfectly into the portfolio. Norman Shimwell, managing director and driving force behind Optimaxx’s founding and success – now UK business development manager for ROYD Tool Group, comments: “The acquisition is a really exciting progression for Optimaxx and its outlook for the future is very positive. Now with ROYD Tool Group taking the brand to the next level, I’m confident Optimaxx products will get the recognition and growth they deserve.”

ROYD now hope to introduce Optimaxx to its 2,000+ UK trade merchant customer base and provide the best high-performance woodscrew offering possible. Roger Murphy, ROYD Tool Group’s founder and managing director, discusses the acquisition: “We’re very pleased to bring such an innovative product into our portfolio, one that we genuinely believe is the best in the world and has all the hallmarks of a market-leader. This, alongside ROYD’s resources and focus on customer service, we believe will deliver an unparalleled offering for both trade merchants and end users.”

“The whole team at ROYD look forward to delivering yet another leading product to the market and are excited to help distributors maximise their sales. Look out for Optimaxx high performance woodscrews.”


Will Lowry Editor t: +44 (0) 1727 814 509


Will joined Fastener + Fixing Magazine in 2007 and over the last 12 years has experienced every facet of the fastener sector - interviewing key figures within the industry and visiting leading companies and exhibitions around the globe.

Will manages the content strategy across all platforms and is the guardian for the high editorial standards that the Magazine is renowned.