Lighter, easier-to-use tools grow sales

DSN Retailing Today, May 3, 2004

Garden tools designed for women's smaller hands--or for older consumers who may be developing health problems such as arthritis--have emerged as a major focus among suppliers in this estimated $300-million category.

Considering that half of gardeners are women and that affluent Baby Boomers nearing retirement age are a prime growth market, this tool trend makes perfect sense. But figuring out what will sell is another issue, seeing how early marketing efforts to women with pastel-colored tool grips backfired.

"You don't want to be gender-specific. You want to design for function, ease of use, convenience and aesthetics," said George Reed, vp of marketing at Ames-True Temper.

A good example is the company's new Natural Fit garden tool line, designed for women's smaller hands but not overt about this fact in its packaging. The eight pruning tools in the new line have bright blue handles, a color regarded as gender-neutral that appeals to women, according to Reed. These tools are smaller and lightweight for easy handling, but still deliver on power.

In a line targeting those with limited hand strength, Ames-True Temper launched its Ergo Collection at the recent AHMA Hardware Show in Chicago. This collection of hand pruners, scissors, shears and loppers features soft grips and handles to keep the hand in a more comfortable, relaxed position. Another new line is Gardenscapes--lightweight tools with extra durability.

Fiskars has expanded its PowerGear line, which uses two gears to amplify cutting force, making usage easier for those with limited strength. New in the line this year are a bypass hand pruner and anvil hand pruner. The tools boost cutting power up to 40%, said Suzanne Duecker, communications manager.

"We've made it even lighter and we've streamlined it a little so it's more accommodating to smaller hands," Duecker said. "We try to stay away from pigeonholing any of our products as being for women, seniors or kids. All gardeners like ergonomic, light tools that are powerful and easy to use, she noted.

"People aren't that concerned about what a tool looks like but with how it works," Duecker said. "People want quality--something that's going to work well and last."

In long-handled tools, Fiskars has focused on lightweight aluminum frames and ergonomic features. Oval handles on some shovels provide better grip for users of different heights and feature larger step areas for added leverage.

An innovative product that attempts to meet the needs of those with small or large hands is Gardena's adjustable grip pruner. Gardeners can use a dial to adjust the grip to fit their hands.

Another trend that may impact future innovation is garden tools with interchangeable handles. Germany's Wolf-Garten system called Interlocken has been sold this spring at Lowe's, while Gardena recently brought its own European Combisystem line to the United States.