Diversification - What's New? Small Appliances, Tools, And Gadgets - tie rack; keyboard vacuum cleaner; dog leash - Brief Article - Product Announcement

USA Today (Society for the Advancement of Education), March, 2002

* Not all that many years ago, you could readily identify the product(s) a company turned out. A bakery baked bread and other baked goods; shoe manufacturers made shoes; and electronic firms produced electronics. Then came the cry to diversify, and successful corporations began to buy up companies out of their range of experience, figuring that, if you made widgets, you could just as easily produce gizmos. This led to situations wherein corporations like IT&T found themselves in the bread-baking business, and numerous other similar examples abounded. Many of these melanges worked; many others proved to be disasters, dragging down corporate profits and dictating forced sales or closings of the divisions they probably had no business being in in the first place.

All of this is a roundabout way of discussing a trio of boxes sitting in front of us. Each is from Eton, a New Orleans-based company whose name doesn't immediately conjure up any brand identification. The first, under the Eton label, is a revolving tie rack that mounts over a closet rod. It is designed to hold up to 64 ties while taking up not much more room on the rod than a suit jacket would. At the touch of a button, the ties rotate along a track that allow you to make a selection, aided immeasurably by a light in the front that enables you to see the tie in the mostly dark closet, avoiding confusing a navy blue model for a black one or choosing one that doesn't match your shirt at all. Operating on four "C" batteries, the rack has a suggested retail price of $40, and even has room for eight belts. Though it might sound a little frivolous, the revolving rack is cleverly designed and proves quite useful--except on Casual Friday.

The other two boxes bear the label of Totes, which is now a division of Eton. In our minds, Totes will forever be identified with rain gear--specifically folding umbrellas, rubbers, and boots--designed to be toted (thus the name) in case inclement weather has already struck or is in the forecast. One of the boxes contains a CompuVac--a handheld, battery-operated (four "AA") vacuum cleaner for computer keyboards. Besides the normal vacuum function, there are a snap-on brush and long, tubular nozzle to get at harder-to-reach areas. At about $20, it is a handy tool for keeping out dust, dirt, and other elements that could damage delicate electronic parts, and also useful for fishing out paper clips or any other item that might slide between the keys.

The other box contains a retractable dog leash with a detachable flashlight for walking Rover after dark. A 15'-long cord allows the animal to roam over a relatively wide area, while a lock-and-release button keeps you in control of such rambling. Working off two "AA" batteries and with reflectors to warn oncoming motorists of your presence, it again is an item with utility.

Each of these products can be found in department and specialty stores or through various catalogue outlets. We have no problem with how well they work, just bemusement at the fact that Eton might have expectations that the Totes brand could lend credence to such divergent goods. Following this logic, would we be drawn by a Eureka umbrella or an Alpo pair of boots?

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This * indicates USA Today has tested a product for operating in full compliance with the manufacturer's specifications and to determine its performance as applicable to our readers' needs. Disadvantages, if any, also are reported. Although we cannot guarantee a product, we offer the starred designation as a guide to readers.