Hot product: Mirror detoggers

Home Channel News, Jan 25, 1999

LYNNWOOD, WASH. -- One of the scores of new products that debuted at last year's Kitchen/Bath Industry Show has been a success right out of the gate, albeit on a small scale. The Electric Mirror, a beater that defogs bathroom mirrors, did about $200,000 in sales last year, and is projected to generate $500,000 in sales for 1999.

The device, which has a suggested retail price of $130, is a thin heating pad made of flexible polyester. The defogger uses less power than a typical light bulb and is compatible with standard 120-volt power supplies. The defogger needs no maintenance, complies with UL standards, and comes with a five-year warranty.

Electric Mirror's national sales manager James Mischel said the company's initial successes have been sales to kitchen and bath specialty stores as well as specialty glass shops. Because installation of the product is a relatively simple do-it-yourself project, the company is now looking to expand into the home center market.

Electric Mirror offers in-store demonstration videos that show how to install the product behind an existing mirror and wire it to the bathroom light, the most common installation setup.

One kitchen and bath dealer that's had great success selling the Electric Mirror over the past year is five-unit Cabinet Pack Kitchens' location in Vienna, Va. Office manager Cindy Montgomery said, "We do free in-home estimates. so we introduce it while were in the home. We always mention the product because it is inexpensive, relative to the price of a bathroom remodel, and easy to install."