NEW YORK— The storage and organization category in 2017 was filled with brand expansion, whether the brands were brought to the U.S. through new operational offices or distribution agreements, newly positioned for the housewares retail market or in initial stages of inception.
From a product perspective, designs that could help the consumer save space in their home, whether it be an ottoman that doubles as a storage bin, a bike rack that can be wall-mounted or a dish drying rack that can be stored away in a drawer when not in use, were key lifestyle trends in the category.
Moving & Shaking
• United Solutions highlighted new Rubbermaid storage totes as part of its acquisition of the business from Newell Brands. The deal expanded United’s relationship with the Rubbermaid brand. In 2009, it had acquired the Rubbermaid blow molded refuse can business.
• Whitmor’s acquisition of storage and organization lifestyle service Neat Method married two companies sharing a common objective to keep households organized, one being a housewares product-focused retail supplier and the other a service provider. The acquisition allows Neat Method to continue to scale and grow the business, and streamline its business operations. Whitmor in turn will develop products to incorporate into Neat Method’s services.
• FBA International, known for its Ezy Storage brand, opened up a new operational office to grow in the U.S. market. Ezy Storage’s product lines include Dumpster, which playfully takes its design inspiration from outdoor garbage dumpsters in a range of kids storage bins. Another example is Bunker, the brand’s heavy duty storage offering.
• Grand Fusion Housewares Inc., a new housewares company founded by a trio of housewares veterans, brought to market new lines in travel and kitchen organization. The company was founded by Hilton Blieden, Brendan Bauer and Della Ou, all of whom were formerly part of the senior management team
at Evriholder Products.
The team strives to build branded lines in select categories. In travel,
for example, one of Grand Fusion’s initial product launches is a three-tiered luggage organizer called Stow-N-Go. For the kitchen, Fruit Fresh is a liner designed for the refrigerator crisper drawer.
• Hailo opened up a U.S. office as an operational base for the privately, family owned German company to grow its waste bin, and storage and organization businesses in North America. The company’s U.S.-based sales and marketing is headed by vp/sales Timothy Morgan, who has held previous roles in the industry at Sunbeam, Panasonic, Le Creuset and Trudeau Corporation. Hailo debuted new trash bins as well as a kitchen storage line.
Brand News
• Delta Designs, a division of Delta Cycle Corporation, repositioned its Art of Storage brand for the housewares retail market. The Art of Storage has been a brand known in the garage/bike storage arena. The brand name is crafted from taking items that are utilitarian, such as racks, and giving them an aesthetically pleasing look so that they fit well in the interior of the home. For example, The Art of Storage has updated the metro wire rack look by offering it in colorful powder coated finishes, with its Quick Racks.
• F&M Tool and Plastic launched its new Bella Storage Solution application. All of its Bella Storage Solution products are available with the free app feature on them. The app aims to make it easier for consumers to organize and retrieve the goods they store.
• Igloo Products Corp. celebrated the 45th anniversary of its Playmate cooler and debuted the third generation version: the Playmate Maxcold Generation III. The cooler features Cool Riser technology to improve its cooling performance by elevating it away from hot surfaces.
• The company also signed a three-year U.S. and Canada licensing deal with Crayola. The partnership brings the art, craft and coloring brand’s logo and designs to Igloo’s products, including lunch bags, food storage and kids hydration. Igloo also debuted a new brand, Yew Stuff, which brings to market whimsical products in several categories, including lunch bags and hydration bottles.
• Kohler developed a line of kitchen accessories. One of the products in the line, a kitchen squeegee, allows the consumer to scoop the water around the sink back into it. Space saving items are key to the line. Kohler’s lift dish rack is designed to be large enough to hold handwashables, but collapsible enough to be put away in a cabinet. A wine glass drying rack folds up into its base, and a silicone drying mat can roll up and be put into a drawer.
• The FHE Group, fueled by capital from investor Mark Scheinberg, debuted a new brand for the home, Kvell. This brand allows the company to play at the higher end specialty retailer level, with a focus on quality and design, with both product materials and packaging taken into account. Most products pack flat, including an assortment of storage cubes, ottomans and lounge chairs. Another debut was Kvell’s Stax closet system. FHE also partnered with Pantone for a licensed storage assortment.
• J&H International debuted a new brand of bathroom organization accessories, called Simply Grip. Simply Grip features a mounting base with nano suction cups that attaches to any smooth, non-porous surface, can be removed without damage or residue, and washed and reused, according to the company.
Product Pipeline
• Richards Homewares entered the garage storage segment by debuting Duratrax by Richards. The Duratrax system is a modular garage system that uses a single-track installation. It has shelving and hooks that hang directly from tracks for instant storage. The wide range of hooks are handy for garden tools, extension cords, or mops and brooms.
• Sterilite debuted new solutions in the storage, waste and laundry segments. For example, the company’s new Fresh Scent storage boxes feature a ventilation compartment that fits a standard dryer sheet where it works to eliminate unpleasant odors and ensure contents keep that just washed scent when retrieved.
• TarHong expanded its Zakarian Pro for Home line, a refrigerator storage container system designed in conjunction with chef restaurateur Geoffrey Zakarian. The Zakarian containers are designed to make it easy to prepare, organize and label ingredients hours before cooking, and to keep the ingredients fresh. The containers feature a dedicated writing surface, so consumers can label and date the food, and use the items within based on their purchase date.
• Vacuvita debuted a fully automated and sustainable kitchen system designed to keep foods fresh. The system centers around the Vacuvita home base, which has a lid that opens when the sensor on the front is touched. After closing the cover again, the base creates a vacuum to keep food fresh. The home base can also be used as a vacuum food sealer for the system’s storage containers and bags. Hamilton Beach has entered into a multi-year distribution agreement with the line.