Metal makes a comeback

Discount Store News, Nov 8, 1999 by Debbie Howell

Metal is making a comeback in toolboxes as consumers have reached a saturation point for the bells and whistles of plastic.

While traditional steel boxes probably will never surpass the estimated 75% sales share of plastic, manufacturers expect future sales to be driven by a combination of the two materials. Already, most major companies have come out with plastic boxes that feature metal hinges or locks to provide the durability consumers demand. Similarly, in large multi-drawer tool chests, where metal is the norm, elements of plastic have been added such as small-parts storage bins, bumpers and cup holders.

Product innovation and choices in tool storage have been on an upward spiral for several years in a category one manufacturer estimates grows 25% annually in sales. At Sears alone, more than 70 different toolboxes, chests, pouches, workbenches, truck boxes and accessories are featured in the newest Craftsman tool catalog. Prices range from $17.99 for a plastic box with removable tote trays to $999.99 for a 13-drawer mobile steel tool cart with a remote locking system.

What customers want is flexibility mobility and durability, vendors contend. Therefore, it's not surprising that one of the biggest sellers at Sears has been its line of project centers--rolling multi-drawer tool carts with work surface tops that slide away to reveal compartment storage space. "They've been doing gangbusters," said Mike Mangan, a Sears spokesman.

For the pro, the most popular item has been all-steel tool chests with features such as ball-bearing drawer slides and heavy-duty casters, he said.

On the smaller portable side, Mangan said the plastic Craftsman SST that has accordian-style organizer compartments and a two-wheel caddy with a pull-out handle has been popular not only as a toolbox but also for hobbyists and photographers.

Toolboxes used by an increasing number of women for other purposes such as crafts have invigorated the category once considered a man's domain.

"Women seem to be more organized than men when it comes to their own toolboxes and would be more prone to get boxes with additional components and features," said Ken Lay tool merchandise manager for TruServ.

At TruServ's retail hardware store members True Value, Coast to Coast and ServiStar, imetal tool cabinets as a category have grown about 10% to 15% in sales this past year, Lay estimated. He said plastic portable toolboxes are up 7% to 12% in sales, while portable metal toolboxes are relatively flat. Best sellers are Plano Moulding Company's 16-in, plastic toolbox with storage compartments that sells for $12.99 and Homak's $199 roller chest, he said.

A representative for Plano, who estimated plastic toolbox sales up 5% to 7% industry-wide, said fashion and color have become very important in tool storage.

"People really like the metallic kind of look. They like the plastic toolbox because it doesn't dent, but they like the look of metallic plastic," said Jeff Rustemeyer, marketing manager for Plano.

Plano's plastic toolboxes therefore come in metallic blue and gray as well as construction yellow and Porsche red. Some of the newest boxes have metal hinges in addition to removable plastic small-parts storage containers called Stowaways.

One of the 45 new items Plano introduced at the Hardware Show this summer was the Wrap 'N Go, a fabric tool tote that holds four Stowaways and opens up to mount on a workshop pegboard.

Stack-On Products Company, which makes both steel and plastic toolboxes, has noticed somewhat of a back-to-basics trend in toolboxes.

"We think the consumer is looking for something that is a little more durable. There have been so many plastic boxes out there with plastic hinges and gimmicks," said Shelly Nehrt, marketing manager for Stack-On.

Nehrt said basic steel boxes are increasing in sales, though gradually, and plastic boxes that have steel latches seem to be selling particularly well.

ZAG Industries, acquired by Stanley in 1998, has been at the forefront in plastic toolbox innovation. National account manager

Robert Kramer admitted manufacturers have reached a limit as to how many features can be added to a basic toolbox without resulting in overkill and excess cost. He agreed with Nehrt that sales have trended toward more basic models.

But in tool cabinets, Kramer said consumers want added features such as adjustable feet, wheels and metal hinges. He said two of ZAG's best sellers in that category have been the mobile contractor chest that sells for $40 to $50 and the rolling workshop that retails for $60. And Kramer said ZAG continues to come out with new products at the rate of one every 10 days. It doesn't hurt that ZAG also does a significant amount of the private label toolbox work for retailers.

At the Big Three, a consumer would be hard-pressed to find many national brands in tool storage. Private labels are the nonn, and toolboxes generally are no-frills models starting at $4.96 and running up to $29.97. Target, Wal-Mart and Kmart all feature at least one metal tool chest that sells for about $100.