Color reigns at hardware show; commodity products reflect trends in home fashions

Discount Store News, Sept 4, 1989 by Don Longo, Richard Halverson

Color Reigns at Hardware Show

Commodity Products Reflect Trends in Home Fashions

CHICAGO -- At a hardware show made more interesting by rumors concerning the fate of Caldor and Venture hard lines manufacturers showed off a variety of new products and line extensions illustrating the latest trends in home fashions, security and organization.

Vendors also introduced several products that they hope will capitalize on consumers' increasing inclination toward using environmentally benign products.

In home fashions, retailers saw the profusion of color onto what otherwise would be considered commodity products.

Carl Schwartz, vice president, gmm, hard lines for Fishers Big Wheel, noted that the Woods Wire line of color-coordinated extension cords and switch plates is doing well in tests. And, Harv Koetje, merchandise manager at Meijer, Grand Rapids, Mich., said he was looking at the Woods line, which reportedly is selling well at both Wal-Mart and Target.

Woods Wire, Carmel, Ind., introduced extension cords in the basic housewares colors earlier this year and is now extending the concept to night lights and timers. In addition, the firm is coming out with a new color, spice, next year.

Quickie Manufacturing, Cinnaminson, N.J., unveiled brooms and sponge mops in designer colors--spice (a pink beige) and sage (bluish green)--at no extra cost.

Another example of the color explosion was the launch of a new line of 60-watt soft pastel light bulbs by Philips Lighting, Somerset, N.J. The collection offers retailers cross-merchandising opportunities in several areas of the store: with decor products like wallpaper, paint and window treatments; with table lamps, shades, wall plates and dimmers; even with other pastel colored products like tissues, towels, sheets and linens.

The bulbs are sold in two-packs (probable retail: $2.99) and come in six subtle shades: ivory, pink, peach, blue, yellow, green, with the first three expected to be the most popular with consumers.

Shipments started this month to between 200 and 300 Wal-Mart stores and about 400 Target units. All Sears stores will be carrying the product by the end of the month and all Montgomery Ward units by November.

In a twist on the color theme, GTE, Danvers, Mass., introduced a product to delight a different sense--smell. Its new Sylvania Lite Scents light bulbs come in orange, cranberry and pine scents, one clear, 1,000-hour, 25-watt bulb per package. Scented tablets fit a dimple at the top of the bulb, providing a gentle fragrance when the light is on.

The hottest area in home security comes from a new category called home controls. Products that allow consumers to activate lights and other electrical products from remote locations are finally reaching a degree of consumer acceptance, said several vendors. The Home Automation Division of The Stanley Works, Novi, Mich., is making a big push with its LightMaker home controls.

The LightMaker control unit plugs into any wall outlet and modules for lamps, appliances and wall switches by plugging it in or replacing existing switches. The control unit sends a signal over existing house wiring to the selected module to be activated.

Stanley's big promo this fall will target home controls. With every $15 purchase of Stanley tools, a consumer will be able to receive a free LightMaker remote control lamp and dimmer kit, a $35 value at retail. Additional modules, retailing for around $15 each, offer the retailer many add-on sales opportunities.

Woods was also showing five remote control kits that work on a coded radio frequency. The systems include timers, lamp dimmers, remote dimmers and safety lights. A total of 13 sku's of add-on products are available.

Other security trends centered on motion detector floodlights, wireless alarm units, and solar-powered outdoor lighting. Some examples include: Epison entering the market with a $299 wireless unit to protect a single room; Intellectron introducing new types of motion sensor security lights, including a cordless model that goes on a pole or a tree; and First Alert's new motion sensing floodlight that features a continuous test LED pulse to assure the consumer that it is working.

In home organization, Stanley entered the closet organizer market with a uniquely designed steel plank shelving system. The system, which the maker claims is more durable than traditional wire mesh closet organizers, comes in four sizes appropriate for closets from 3 feet to 10 feet tall. One retailer, Terry Belange, hard lines vp at Zellers in Montreal, described the Stanley closet organizer as "upscale and nice."

`Black Is Color of '90s'

Clairson expanded its presence from kitchen/closet organization into the garage. Its new Casteel garage/workshop series (a three-shelf unit to retail for $69) is made of heavy gauge steel in a black finish. "Black is the color of the '90s," said Terry Putty, marketing manager, "especially in the garage and home office."

In addition, Knape & Vogt, Grand Rapids, Mich., unveiled its new Variations shelving for the kitchen during the show.