I hope HIL hasn't shot itself in the foot with the deal with Masters, Bunnings did indicate in an article in the Daily Telegraph that they would be pushing another brand in their stores - that's a big chain to effectively give away.
I can't find the original article but this one was at about the same time.
"It means Bunnings, Woolworths' hardware rival, will need to strike a supply deal with Woolworths to continue to stock Hills products."