National Hardware Show heeds call for pro products

Discount Store News, Sept 7, 1998 by Richard Halverson

Stanley, for one, makes no bones about its efforts to develop products for professional tradesmen. The push makes perfect sense when viewed against the private label DIY tool programs of Wal-Mart and Kmart that have all but knocked Stanley yellow and black off their shelves.

Other mini-trends to emerge: grill manufacturers are producing models intended to persuade consumers to cook more of their meals on their grills, including units that mimic the action of convection ovens for, say, roasting a whole chicken.

And resin furniture makers are recognizing that Americans eat too much--regardless of where the food is cooked. The manufacturers are making chairs with wider seats and wider, contoured backs.

Stanley's motto is "Make Something Great" as it attempts a new brand repositioning with a "pro mindset" that targets construction professionals as well as "expert enthusiasts."

Stanley envisions an "untapped branding" opportunity based on research that indicates pros demand the very best in tools and building products to maximize their skills. And Stanley expects they will realize that its qualities are the "very best."

Stanley is supporting the repositioning with a fall advertising blitz on both national TV and in magazines such as Builder and Professional Remodeler and Popular Mechanics (whose name Wal-Mart licensed for its private label tool and hardware line).

In an effort to deliver the best, Stanley has teamed with the University of Connecticut Medical Center to test how the body works in order to develop tools that are easier to use and cause less fatigue.

More than just bending the handle of a rack or snow shovel, the Stanley/UConn program at the school's Ergo Center involves technologies such as infrared motion capture modeling, which involves placing reflective markers on joints to develop a computer model of human motion. Another is accelerometry, the measurement of vibration impact.

Such testing led to the development of the AntiVibe contractor grade hammer, which Stanley says reduces stress on the arm and shoulder joints by at least 30%, thanks to vibration damping in the high-tech handle.

Another new Stanley tool for the professional introduced at the show was its Intellimeasure, a measuring device that uses a laser beam to ultrasonically measure the square footage of rooms for, say, carpet and floor installation.

In a departure, Stanley launched its first-ever line of gardening tools, dubbed Accuscape. Designed for the professional landscaper and the avid gardener, the tools are made of such materials as lightweight, durable aluminum or chrome-plated stainless steel.

Other consumer brands, including Black & Decker, Skil and Zircon, also were pitching products for either pros or DIY enthusiasts who demand the very best.

B&D, for example, introduced a new line of cordless drills, dubbed FireStorm, with voltage ratings as high as 18 volts. Only last year did an 18-volt rating become available on pro-level drills from Makita, Ryobi, Wagner, DeWalt, Porter Cable and Milwaukee.

B&D pricing on the new product, about $149 for the drill, recharger, two batteries and carrying case, also approaches professional levels.

Not that B&D is abandoning it lower voltage Versa-Pak cordless tool line for the casual DIY user. In fact, it introduced a new Gold series nickel metal hydride battery for the 7.2-volt line that runs 60% longer than its Silver line.

And it brought out new mid-handle Versa-Pak drills that place the batteries in the center of the tool, instead of the end, for better balance.

Another new product from B&D was its corded Mouse sander and polisher, which comes with 23 polishing, sanding and scrubbing accessories for working in tight places, such as round chair rungs.

Skil also introduced an 18-volt cordless drill, as well as a corded plunger router for the serious woodworker hobbyist.

Also at the show, Zircon trotted out its new Laser Vision X level designed for the pros. It features an integrated electronic level and laser for leveling at up to 300 ft. It includes a swiveling mount for use on a tripod and will retail for about $150.

Another new contractor-grade product was a TriScanner, an electronic stud finder that can locate both wood and metal studs as well as hot electrical wires hidden behind walls. Its price tag is about $35.

Zircon is rebranding all existing professional tools under the Contractor name.

In grills, manufacturers are trying to get owners to use them for cooking more foods than just a steak on weekends.

To promote more widespread cooking on patio grills, manufacturers are coming out with new accessories such as pizza bricks, which also can be used in indoor ovens. Another sign of the times: cast-iron pots without plastic handles that melt if used for grill cooking under the hood.

From Sunbeam, its GrillMaster 850 model features the hottest ticket in grill design: three separate burner units. By lighting the two end units, the 850 can act as a convection oven, allowing outdoor chefs to roast an entire chicken, for example.