Low attendance at divisive AHMA show

DSN Retailing Today, May 3, 2004 by Debbie Howell

CHICAGO -- In years past, the buzz at the industry's major hardware show centered around outdoor living trends for next spring and testing out the coolest new tools. But with two shows this year, the hot topic at the American Hardware Manufacturers Association (AHMA) Hardware Show involved who was there and who wasn't, as well as what would happen in 2005.

With AHMA and Reed Exhibitions splitting and putting on separate shows this year, the rift has produced strong emotions across the spectrum. Some suppliers fully support AHMA, despite low traffic and a smaller exhibitor base at the group's show, while others voiced dismay.

"The show stinks. We're not a big vendor, so we can't afford to do both," said Brian Budrow, director of Marketing for Allied International, referring to the poorly attended event.

But AHMA declared the show that ran from April 18 to 20 in Chicago a success. The organization reported that buyers from The Home Depot, Lowe's, Menards and the three coops--Ace Hardware, True Value and Do It Best--were among 15,000 estimated attendees viewing the newest products from 700 exhibitors in 200,000 square feet of space. In comparison, Reed's National Hardware Show, scheduled May 10 to 12 in Las Vegas, is boasting 2,100 exhibitors, including a large contingent of Asian companies.

The split and difficult decisions about which show to attend took a toll on the AHMA event. At one time, the former AHMA-Reed show filled up three halls at Chicago's McCormick Place, with the latest event shrinking to about half of one hall.

An informal survey of 18 major exhibitors showed three committed to the AHMA Show for 2005. The rest were undecided, with three leaning toward Reed next year. Ten chose to exhibit at both shows this year; eight went with AHMA only.

For smaller or first-time exhibitors, the show's light traffic was a blessing, permitting longer face time with buyers and greater access to media coverage.

"It's not good to see the small attendance, but we saw people we needed to see," said Greg Wisner, marketing manager for Fluidmaster, one of the companies that has committed to the AHMA show for 2005.

While buyers from large chains may have attended, most of the "retailer" badges seen at the show by DSN Retailing Today were related to independents, small chains or distributors. One exception was a three-person buying group from Reno-Depot, a division of Rona that operates corporate and dealer-owned stores in Canada. Jean Lamarche, merchandising manager in hardware for Reno-Depot, had mixed reviews of the AHMA Show. While Lamarche said he met with some key contacts, he was disappointed with the low exhibitor base compared to previous years.

"There's not enough major vendors," Lamarche said, who chose against attending the Reed show but said he doubted he would return to AHMA's show in 2005.

Outside of the two-show controversy, the AHMA event did provide insight into home improvement product trends, even with major vendors in many categories not exhibiting. Tools with high-tech laser features, energy-saving or environmentally friendly products, garage storage systems, water gardening, upscale garden decor and tool add-ons targeting users with back problems were some trends.

Stanley Works and Knape & Vogt both unveiled garage storage systems, a hot product category that has also attracted ready-to-assemble furniture suppliers. Stanley entered another new segment with its first line of painting accessories and expanded its successful FatMax hand tool line to four more items, including toolboxes.

Laser levels were also popular, with Stanley debuting a new 3-in-1 IntelliLaser tool that works as a level, stud finder and laser layout tool. Allied International entered the category under a licensed Bushnell brand, debuting three laser levels targeting the consumer. Great Neck Saw Manufacturers expanded its offering, and Zircon released a pro-oriented layout tool called LaserVision Qube. Another novel item from Zircon is a laser tool that pinpoints a stud's precise center.

"It's the hottest thing since power tools, no question about it," said Dan Harrell, director of marketing at Zircon, regarding tools with laser features.

While major power tool companies Black & Decker, Makita and Skil-Bosch were missing at the show, the venue provided newcomer Stout Tool Corp an audience for its Xband, touted as the only cordless portable band saw on the market.

In terms of energy savings, Felt Electric launched a replacement for the traditional incandescent bulb that features 24 LED lights encased in a glass bulb shape, lasting 100,000 hours. And saving water costs, the new TwoFlush toilet flush mechanism by Aquanotion can trim 25% off a water bill by reducing flush volume.

Among licensing deals, General Paint & Manufacturing Company unveiled a line of paint and accessories branded to the popular "Trading Spaces" home makeover show.

New gardening products included hand tools designed for smaller hands from Ames-True Temper, ornamental deck post caps and upscale mosaic-and-concrete patio furniture by Art Line, water garden kits featuring all supplies, garden decor and seeds from L.R. Nelson's Sunterra division, and whimsical garden decor, such as animal-shaped metal plant stands from Misco Home and Garden.