Rubbermaid tool line may revive mass sales - Brief Article

DSN Retailing Today, Nov 10, 2003

The growing power of home centers has led to some retrenchment in tools by mass retailers through scaled back or eliminated private label hand tool lines.

But mass is making a comeback of sorts with brand partner Newell Rubbermaid, which launched a hand tool line this summer aimed at the light do-it-yourselfer. The Rubbermaid Tough Tools line features stylish lightweight tools with comfortable grips and affordable prices, aimed indirectly at women. The assortment is broad, featuring basic tools such as hammers, tape measures and levels, as well as project-related kits such as one for hanging pictures.

Discounters have tried unsuccessfully in the past to target serious DIYers with hand tools. In recent months, both Wal-Mart and Target have moved back to a branded strategy, while Kmart is reducing emphasis on hardware in general. The addition of the Rubbermaid line appears to be an attempt to boost hand tool sales, in particular with products that target women.