Get more info on this report! Home Organization Products in the U.S.: Containers, Shelving, Cabinets, Drawers, Hanging Storage and Accessories

December 1, 2008 The market for home organization products in the United States has grown at a rapid pace over the last five years, exceeding the growth rate of most other housewares categories. Driving this growth has been American consumers’ penchant for purchasing a great deal of “stuff,” which has led to clutter-filled houses. And consumer clutter has led to the need for organization and storage in nearly every room of homes, including the garage (garage organization products are not covered in this report.)

While demand has been robust, the greatest impact on the market has been higher costs for raw materials, which have influenced the market structure as well as marketer strategies. The cost of plastic in particular has soared, forcing some companies to cease operations or exit product categories, and others to introduce non-plastic items such as soft-sided totes and containers.

The Home Organization Market in the U.S.: Containers, Shelving, Cabinets, Drawers, Hanging Storage and Accessories contains comprehensive data on the U.S. market for home organization products, including historical (2003-2007) and forecast (2007-2012) retail sales data. It examines the trends impacting the market, including the growth of niche items for specialty storage needs, the influence of design and color, and the rise of the kitchen and laundry room as the areas most needed to be organized after closets and garages.

The report also analyzes consumers’ desire and need to organize their homes, and examines reasons why this need will continue despite housing and economic troubles. The report looks at the dynamics specific to mass and specialty retailing - which is growing - who is performing best, what is selling through each channel. The report also provides profiles of leading players in each channel including Newell Rubbermaid, Sterilite, Iris USA, California Closets, Closetmaid, Home Products International, Emerson Electric, and Elfa, which is owned by the Container Store. New and interesting marketers are also discussed, including Rev-A-Shelf, ITW Space Bag, Whitmor, Sauder Woodworking, Starone Plastic and Muji.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry participants and on-site examination of retail venues. Secondary research entailed gathering data from myriad business sources, including trade publications and newsletters; articles in consumer business newspapers and magazines; government data; information from industry and non-governmental associations, annual reports, 10Ks, and other financial releases from public companies; and other reports by Packaged Facts. Information on new product introductions is derived primarily from reports in the trade press and online. Analysis of consumer attitudes and demographics primarily derives from secondary research and the Simmons Market Research Bureau.

How You Will Benefit from this Report

If you are in the home organization market or looking to enter, or if you’re a supplier, retailer, or analyst this report is invaluable as it provides a comprehensive package of information and insight about market, product, consumer, and retail trends. You will gain a thorough understanding of the current market for home organization products, as well as projected markets and trends through 2012.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans.

Research and development professionals stay on top of competitor initiatives and explore demand for home organization products.

Advertising agencies to develop messages and images that compel consumers to purchase home organization products.

Business development executives understand the dynamics of the market and identify possible partnerships.

Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

TABLE OF CONTENTS

Chapter 1: Executive Summary Scope of the Report Methodology Market Definition Market Size and Growth Historical sales trends

Table 1-1: U.S. Sales of Home Organization Products, 2003-2007

Market composition by product category

Figure 1-1: U.S. Retail Sales of Home Organization Products by Product Category, 2007

Factors Affecting Market Growth Closets a Growth Driver Design & Targeting Niches Help Drive Growth The Multi-tasking Home Crafting Drives Sales Consumers Need Help Organizing Increasing number of households

Figure 1-2: Number of U.S. Households, 2000-2007

The Housing Boom Larger homes require more products to organization

Table 1-2: Median square feet of floor area, new one family houses 1985-2007

Table 1-3: Rooms in New One-Family Homes

Investing in the Home Big Spenders Self Storage Booms Because of Clutter Lower Prices Encouraged Big Spending Bulk Buying Takes Up Space Raw Material Prices Impact Manufacturers Projected Market Growth

Figure 1-3: Projected U.S. Sales of Home Organization Products, 2007-2012

The Marketers Fragmented Market

Table 1-5: Leading Marketers, U.S. Home Organization Products 2007

Private Label & Store Brands Are Factors Mergers, Acquisitions, Divestitures Marketing and New Product Trends Marketing practices and trends Advertising and promotion practices and trends Rubbermaid Focusing on Consumer California Closets Introduces New Campaign Slide-Lok Does Seasonal Promotions

Professional Promotion Retailer circulars offer deals Sweepstakes Entice Consumers Back to School Good for Business Product Trends The Emotional Side of Organization Private Label Store Brands Targeting Niches Spurring Growth Modularity for Changing Lifestyles Separate Lines to Keep Kids Organized Green and Eco-Friendly Trend Emerging From Industrial to Home Décor Tie-Ins and Licensing Deals Made in the USA Distribution and Sales Distribution Channels Market composition by retail channel

Figure 1-4: U.S. Retail Sales of Home Organization Products by Retail Channel, 2007

Table 1-6: U.S. Sales of Home Organization Products, 2007

Discount Stores Specialty Stores Home Centers and Hardware Stores Other Outlets The Consumer Consumers Want Quality, Performance and Closets Consumers Value Quality and Performance Most

Table 1-7: Most Important Factor When Purchasing Storage Products, 2008

Closet Storage Most In Demand

Table 1-8: Home Area Where Consumers Will Most Likely Use New Storage Containers, 2008

Consumers Likely To Buy Organization Products Despite Economy Manufacturers Increasing Consumer Research Efforts Listening to Women Enormous Purchasing Power She Wants to Eliminate Clutter Builders Take “Women-Centric” Approach Do-It-Herself Consumers Say They Want Green Products

Consumers Want But Don’t Often Buy Green Organization Calms Consumers Consumer Attitudes About Neatness Agree a lot: I can't bear untidiness Empty Nest Cluttered Nest Boomerangers Crowd the Nest Sandwich Generation Has a Fuller House

Chapter 2: Market Size and Growth Scope of the Report Methodology Market Definition Historical sales trends

Table 2-1: U.S. Sales of Home Organization Products, 2003-2007

Home Organization Products About 7% of Housewares

Table 2-2: U.S. Retail Sales of Housewares, 2007

U.S. is Global Home Organization Products Leader Market composition by product category

Figure 2-1: U.S. Retail Sales of Home Organization Products by Product Category, 2007

Containers Shelving Cabinets/Drawers/Modular Units Hanging Storage Accessories/other Factors Affecting Market Growth Closets a Growth Driver Design & Targeting Niches Help Drive Growth The Multi-tasking Home Crafting Drives Sales

Table 2-3: Michaels Stores Sales, 2003-2007

Consumers Need Help Organizing Increasing number of households

Figure 2-2: Number of U.S. Households, 2000-2007

The Housing Boom

Table 2-4: Percent of Home Ownership, 1990-2008

Table 2-5: Annual Existing Home Sales, 2002-2008 Table 2-6: Annual New Home Sales/Median Annual Sales Price, 1995-

2008 Table 2-7: Annual Housing Starts - Single Family Homes, 2000-2008

Larger homes require more products to organization

Table 2-8: Median square feet of floor area, new one family houses, 1985-2007

Table 2-9: Rooms in New One-Family Homes, 2000 & 2007

Investing in the Home

Table 2-10: U.S. Average Annual Consumer Expenditures, 2006 Table 2-11: Annual Home Remodeling Expenditures, 1995-2008 ($

millions) Table 2-12: Home Improvement Products Sales, 2000 & 2007 ($ billions)

Big Spenders

Table 2-13: Personal Income and Its Disposition, 2000-2008 ($ billions) Figure 2-3: U.S. Quarterly Personal Consumption Expenditures and Gross

Domestic Product, 2005-2008 ($ billion)

Self Storage Booms Because of Clutter Lower Prices Encouraged Big Spending

Figure 2-4: Consumer Price Index (CPI) Department Store Durable Goods, Dec. 1998- Sept. 2008

Bulk Buying Takes Up Space

Table 2-14: Costco Fiscal Year Sales and Membership, 2002-2007

Raw Material Prices Impact Manufacturers

Figure 2-5: Producer Price Index (PPI) of Crude Petroleum, 2005-2008 Figure 2-6: Producer Price Index (PPI) of Plastics Material & Resins

Manufacturing, 2004-2008 Figure 2-7: Producer Price Index (PPI) of Metals and Metal Products,

2005-2008

Projected Market Growth

Figure 2-8: Projected U.S. Sales of Home Organization Products, 2007-2012

Figure 2-9: Number of U.S. Households, 2007-2010

Chapter 3: The Marketers Fragmented Market

Table 3-1: Leading Marketers, U.S. Home Organization Products, 2007

Private Label & Store Brands Are Factors Mergers, Acquisitions, Divestitures Competitive Profiles - Key Players Emerson Electric Co. Company Profile Performance

Table 3-2: Emerson Electric Sales, 2005-2007 ($ billions) Table 3-3: Emerson Electric Sales Composition, 2007

Product portfolio

Table 3-4: Emerson Electric Home Organization Products

Manufactures many of the same products as ClosetMaid Strategy and Positioning Distribution Advertising and Promotion Future Outlook Sterilite Company Profile Performance Product portfolio

Table 3-5: Sterilite Home Organization Products

Strategy and Positioning Distribution Future Outlook Newell Rubbermaid Inc. Company Profile Performance

Table 3-6: Newell Rubbermaid’s Sales 2003-2007 Table 3-7: Newell Rubbermaid Sales Composition, 2007

Product portfolio

Table 3-8: Rubbermaid Home Organization Products

Strategy and Positioning Distribution Advertising and Promotion Future Outlook Home Products International Company Profile Performance Product portfolio

Table 3-9: Home Products International Home Organization Products

Strategy and Positioning Distribution Advertising and Promotion Future Outlook California Closets Company Profile Performance Product portfolio

Table 3-10: California Closets Home Organization Products

Strategy and Positioning Distribution Advertising and Promotion Future Outlook Elfa Company Profile Performance Product portfolio

Table 3-11: Elfa Home Organization Products

Strategy and Positioning Distribution Advertising and Promotion Future Outlook Iris USA Company Profile Performance Product portfolio

Table 3-12: Iris USA Home Organization Products

Strategy and Positioning Distribution

Future Outlook Gracious Living Industries Company Profile Product portfolio

Table 3-13: Gracious Living Home Organization Products

Distribution ITW Space Bag Company Profile Space Bag Product portfolio

Table 3-14: ITW Space Bag Home Organization Products

Distribution Promotion Schulte Corporation Company Profile Products

Table 3-15: Schulte Products

Distribution Promotion Rev-A-Shelf LLC Company Profile Products

Table 3-16: Rev-A-Shelf Products

Distribution Myers Industries, Inc. Company Profile

Table 3-17: Myers Industries Sales By Business Segment, 2007

Products

Table 3-18: Myers Industries Products

Whitmor Company Profile Products portfolio

Table 3-19: Whitmor Home Organization Products

Closet Complete Company Profile

Table 3-20: Closet Complete Home Organization Products

John Louis Home Company Profile Products portfolio

Table 3-21: John Louis Home Organization Products

Sauder Woodworking Company Profile Products

Table 3-22: Sauder Woodworking Home Organization Products

Starone Plastic Corporation Company Profile

Table 3-23: Starone Home Organization Products

Various styles and sizes of decorative bins and boxes Chapter 4: Marketing and New Product Trends

Marketing practices and trends Advertising and promotion practices and trends Rubbermaid Focusing on Consumer California Closets Introduces New Campaign Slide-Lok Does Seasonal Promotions Professional Promotion Retailer circulars offer deals

Table 4-1: Feature Retail Circular Deals for Selected Home Organization Products

Sweepstakes Entice Consumers Back to School Good for Business The Emotional Side of Organization Product Trends Private Label Store Brands Targeting Niches Spurring Growth Modularity for Changing Lifestyles Separate Lines to Keep Kids Organized Green and Eco-Friendly Trend Emerging From Industrial to Home Décor Tie-Ins and Licensing Deals

Made in the USA

Table 4-2: Selected Home Organization Product Introductions

Chapter 5: Distribution and Sales Distribution Channels Market composition by retail channel

Figure 5-1: U.S. Retail Sales of Home Organization Products by Retail Channel, 2007

Table 5-1: U.S. Sales of Home Organization Products, 2007

Discount Stores Specialty Stores Home Centers and Hardware Stores Other Outlets Key and Interesting Retailers The Container Store Ikea Target

Table 5-2: Target Sales Composition, 2007

Bed Bath & Beyond Muji Organize-It Organize.com Inc. Stacks and Stacks

Chapter 6: The Consumer Consumers Want Quality, Performance and Closets Consumers Value Quality and Performance Most

Table 6-1: Most Important Factor When Purchasing Storage Products, 2008

Closet Storage Most In Demand

Table 6-2: Home Area Where Consumers Will Most Likely Use New Storage Container, 2008

Consumers Likely To Buy Organization Products Despite Economy Manufacturers Increasing Consumer Research Efforts Rubbermaid’s “Consumer-Meaningful Brands” Whitney Design Focusing on Consumer Needs Snapware Listens to Consumers and Retailers Listening to Women

Enormous Purchasing Power She Wants to Eliminate Clutter Builders Take “Women-Centric” Approach Do-It-Herself Consumers Say They Want Green Products Consumers Want But Don’t Often Buy Green Organization Calms Consumers “Storage Crisis” California Closets’ “Space To Be” In Control Consumer Attitudes About Neatness Agree a lot: I can't bear untidiness Agree a lot: I look for new ideas to improve home

Table 6-3: Consumer Attitudes on Neatness and Desire to Improve Home, 2008

Empty Nest Cluttered Nest Empty Nesters Look to Downsize Boomerangers Crowd the Nest Sandwich Generation Has a Fuller House

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