Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition
This report merges two previous reports, The Home Organization Market in the U.S. and Garage and Shed Storage Trends in the U.S., to provide a comprehensive analysis of storage and organization products purchased by consumers for home use. It examines how this previously high growth $7.4 billion market has slowed down due to the housing collapse and enduring financial problems, but has performed relatively well due to several factors. Americans still have a lot of “stuff” that needs organizing, they are remodeling in greater numbers as they stay in their homes, many are downsizing, and younger people are forming new households. We analyze how these and other factors are impacting sales of various product segments and categories. The study also details prospects for future growth and strategies marketers will need to stand out against increased competition.
The report contains data on the U.S. market for all home organization products including historical (2006-2010) and forecast (2010-2015) sales data. It breaks down sales by key product segments such as general purpose home organization, closets, garage, and storage sheds. It also analyzes sales by product category. In addition to sales updates, the report updates factors and trends impacting growth, the impact of dynamic raw material prices, market and products trends, distribution and retail trends, and consumer usage information. The report also updates profiles of key marketers including Rubbermaid, Sterilite, Iris USA, California Closets, Emerson Electric (Closet Maid,) Elfa International (owned by the Container Store), Home Products International, Whirlpool, Schulte, GarageTek, Arrow Group Industries, and Tuff Shed.
New in the report, besides consolidation of product segment sales, are new product trends, key products launched from 2009 to 2011, new marketing initiatives and trends, and consumer lifestyle trends. Also included are profiles of new marketers and ones not covered in the previous reports, such as Martha Stewart Living, Masco Retail Cabinet Group, Albern Enterprises (Bin Warehouse), Honey-Can-Do International, Way Basics, Neatfreak Group, and Shelf Genie.
The report contains data on the U.S. market for all home organization products including historical (2006-2010) and forecast (2010-2015) sales data. It breaks down sales by key product segments such as general purpose home organization, closets, garage, and storage sheds. It also analyzes sales by product category. In addition to sales updates, the report updates factors and trends impacting growth, the impact of dynamic raw material prices, market and products trends, distribution and retail trends, and consumer usage information. The report also updates profiles of key marketers including Rubbermaid, Sterilite, Iris USA, California Closets, Emerson Electric (Closet Maid,) Elfa International (owned by the Container Store), Home Products International, Whirlpool, Schulte, GarageTek, Arrow Group Industries, and Tuff Shed.
New in the report, besides consolidation of product segment sales, are new product trends, key products launched from 2009 to 2011, new marketing initiatives and trends, and consumer lifestyle trends. Also included are profiles of new marketers and ones not covered in the previous reports, such as Martha Stewart Living, Masco Retail Cabinet Group, Albern Enterprises (Bin Warehouse), Honey-Can-Do International, Way Basics, Neatfreak Group, and Shelf Genie.
CHAPTER 1: EXECUTIVE SUMMARY
Scope of the Report
Methodology
Market Definition
THE MARKET
Historical Sales Trends
Table 1-1: U.S. Sales of Home Organization Products, 2006-2010
Figure 1-1: U.S. Sales of Home Organization Products By Segment, 2006-2010
Figure 1-2: U.S. Sales of Home Organization Products Segment Share, 2006-2010
Market Composition by Product Category
Figure 1-3: U.S. Sales of Home Organization Products by Product Type, 2007, 2010
Factors Affecting Market Growth
Housing and Households
Household Formation Slows Down
Figure 1-4: Number of U.S. Households, 2000-2010
The Housing Boom and Bust
Table 1-2: Percent of Home Ownership, 1990-2010
Table 1-3: Annual New Home Sales/Median Annual Sales Price 2000-2011
Homes Trending Smaller
Table 1-4: Median Square Feet of Floor Area, New One-Family Houses, 1995-2010
Table 1-5: Rooms in New One-Family Homes, 2000-2010 (percent)
Americans Love Garages
Spending
Consumers Spend More On Housing, Less On Home Furnishings
Remodeling Declines
Table 1-6: Annual Home Remodeling Expenditures, 2000-2011 ($ billions)
Savings Rates Increase As Consumers Reduce Spending
Pricing
Lower Prices Encouraged Big Spending
Raw Material Prices Impact Manufacturers
Consumer Demographics Influence Storage Products
Market Factors
Garage Products Overtake Closets as Growth Driver
Segmenting the Market To Find Growth
Partnerships and Licensing Help Drive Growth
Acquisitions Drive Growth For Some Companies
A New Frugality
Staying at Home
Continued Bulk Buying Requires Storage
Hobbies Continue To Drive Storage Sales
PROJECTED MARKET GROWTH
Figure 1-5: Projected U.S. Sales of Home Organization Products, 2010-2015
MARKETERS
Leading Marketers
Overall Market Fragmented
Table 1-7: Leading Marketers, U.S. Home Organization Products, 2010
Shed Market Concentrated
Private Label & Store Brands Are Factors
Mergers, Acquisitions, Divestitures
Companies Rebrand to Increase Consumer Relevance
New Entrants Despite Economy
MARKETING AND NEW PRODUCT TRENDS
Marketing Practices and Trends
Consumer-centricity On the Rise
Social Media
Professional and Trade Promotion
Product Placement on TV Shows Builds Awareness
Showcase Homes Showcase Products
Leveraging Spokespeople for Credibility
Back-to-School Promoted Heavily
Sweepstakes Popular With Consumers
Deals Offered to Spark Sales
Product Trends
Partnerships and Licensing Deals Help Drive Consumer Acceptance
Private Label Store Brands More Important for Retailers
Specialty Storage Targets Niches
Easier is Best
Modularity Continues to be Popular
Kids Storage Growing in Importance
Marketers Try to Be Eco-Friendly
Value and Affordability Even More Critical
Features Add Value
DISTRIBUTION AND SALES
Distribution Channels
Market Composition of DIY Products by Retail Channel
Figure 1-6: U.S. Sales of DIY Home Organization Products by Retail Channel, 2010
Discount Stores
Home Centers and Hardware Stores
Specialty Stores
Other Outlets
Internet Evolves for Retailers and Manufacturers
Several Manufacturers Control Their Distribution
Installed Versus DIY Trends
Installed Segment Struggles Through Hard Times
DIY Segment Has Advantage of Price, Convenience
Broadening Distribution to Increase Sales
Exclusivity Still Important to Retailers and Manufacturers
Homebuilders a Tough Sell
Gaining Advantage with Dealers
Manufacturing and Warehousing in US an Advantage
THE CONSUMER
Consumers Looking More at Price; Want Products for Closets and Garages
Price becomes Far More Important to Consumers
Table 1-8: Most Important Factor When Purchasing Storage Products, 2008, 2010
Closet Storage Still Most In Demand, But Garage Products Increase Most
Table 1-9: Home Area Where Consumers Will Most Likely Use New Storage Container; 2008, 2010 (percent)
Consumer Demands Driving Strategy
Consumers Want Products for Specific Life Stages
Consumers Like Products That Fit Lifestyles
Outdoor Living Trend Means More Storage
Consumers Need Help Organizing
Women Continue To Drive Sales
Green Products Too Expensive and Confusing For Consumers
Won’t Pay More, Looks For Efficiency
Green Too Confusing
Decluttering Equals DeStress
Consumer Demographics
CHAPTER 2: THE MARKET
Scope of the Report
Methodology
Market Definition
Historical Sales Trends
Table 2-1: U.S. Sales of Home Organization Products, 2006-2010
Figure 2-1: U.S. Sales of Home Organization Products, 2006-2010
Figure 2-2: U.S. Sales of Home Organization Products By Segment, 2006-2010
Figure 2-3 :U.S. Sales of Home Organization Products Segment Share; 2006, 2010
Home Organization Products About 8% of Housewares
Table 2-2: U.S. Retail Sales of Housewares, 2007, 2010
Market Composition by Product Category
Figure 2-4: U.S. Sales of Home Organization Products by Product Type; 2007, 2010
Containers
Shelving
Cabinets/Drawers/Modular Units
Hanging Storage
Accessories/other
Regional Differences
Figure 2-5: New One Family Houses Sold, Percent with Basements, 2007 -2010
Factors Affecting Market Growth
Housing and Households
Household Formation Slows Down
Figure 2-6: Number of U.S. Households, 2000-2010
The Housing Boom and Bust
Table 2-3: Percent of Home Ownership, 1990-2010
Table 2-4: Annual Existing Home Sales, 2002-2011
Table 2-5: Annual New Home Sales/Median Annual Sales Price 2000-2011
Table 2-6: Annual Housing Starts - Single Family Homes, 2001-2011
Table 2-7: Quarterly House Price Appreciation, 2005-2011 (percent)
Figure 2-7: First-Time Home Buyer Index in U.S., 2005-2011 (index)
Homes Trending Smaller
Table 2-8: Median Square Feet of Floor Area, New One-Family Houses, 1995-2010
Table 2-9: Rooms in New One-Family Homes, 2000 - 2010 (percent)
Americans Love Garages
Table 2-10: Type of Parking Facility of New One-Family Houses Completed 1995-2010 (percent)
Spending
Figure 2-8: Consumer Credit in U.S., 2003-2011 (in billions of dollars)
Figure 2-9: Home Mortgage Borrowing in U.S., 2001-2011 (in billions of dollars)
Unemployment Affects Spending
Figure 2-10: U.S. Unemployment Rate, 2001-2011 (%)
Consumers Spend More On Housing, Less On Home Furnishings
Table 2-11: U.S. Average Annual Consumer Expenditures, 2005 -2010
Remodeling Declines
Table 2-12: Annual Home Remodeling Expenditures, 2000-2011 ($ billions)
Table 2-13: Remodeling Market Index 2001-2011 (2nd Quarter)
Table 2-14: Annual Retail Sales - Building Materials, Garden Equipment & Supply Dealers, 2001-2011 ($ billions)
Savings Rates Increase As Consumers Reduce Spending
Table 2-15: Personal Income and Its Disposition - 2003-2011 ($ billions)
Pricing
Lower Prices Encouraged Big Spending
Figure 2-11: Consumer Price Index (CPI) Department Store Goods, 2001-2011
Raw Material Prices Impact Manufacturers
Figure 2-12: Producer Price Index (PPI) of Crude Petroleum, 2001-2011
Figure 2-13: Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2001-2011
Figure 2-14: Producer Price Index (PPI) of Metals and Metal Products, 2001-2011
Figure 2-15: Producer Price Index (PPI) of Lumber and Wood Products, 2001-2011
Consumer Demographics Influence Storage Products
Gen X Drive Kids Storage
Millennials Budget Conscious
Baby Boomers Needs Changing
Seniors Driving Specialty Storage Products
An Expanding Nest
Market Factors
Garage Products Overtake Closets as Growth Driver
Segmenting The Market To Find Growth
Partnerships and Licensing Help Drive Growth
Acquisitions Drive Growth For Some Companies
A New Frugality
Staying at Home
Continued Bulk Buying Requires Storage
Table 2-16 Costco Fiscal Year Sales and Membership, 2002-2010
Decline In Self Storage Creates Opportunities For Home Storage
Hobbies Continue To Drive Storage Sales
Table 2-17: Craft Store Sales, 2004-2010
PROJECTED MARKET GROWTH
Figure 2-16: Projected U.S. Sales of Home Organization Products, 2010-2015
CHAPTER 3: MARKETERS
Leading Marketers
Overall Market Fragmented
Table 3-1: Leading Marketers, U.S. Home Organization Products, 2010
Shed Market Concentrated
Private Label & Store Brands Are Factors
Mergers, Acquisitions, Divestitures
Companies Rebrand to Increase Consumer Relevance
New Entrants Despite Economy
COMPETITIVE PROFILES
Emerson Electric Co.
Company Profile
Strategy and Positioning
Performance
Table 3-2: Emerson Tools and Storage Segment Sales, 2008-2010
Product Portfolio
Table 3-3: Emerson Electric Home Organization Products
Distribution
Advertising and Promotion
Newell Rubbermaid Inc.
Company Profile
Strategy and Positioning
Performance
Table 3-4: Newell Rubbermaid Sales Composition, 2010
Table 3-5: Newell Rubbermaid Home & Family Sales 2008 - 2010 (in million $)
Product Portfolio
Distribution
Advertising and Promotion
Table 3-6: Rubbermaid Home Organization Products
Illinois Tool Works
Company Profile
Strategy and Positioning
ITW Space Bag
Product Portfolio
Table 3-7: ITW Space Bag Home Organization Products
Distribution
Promotion
Racor
Product Portfolio
Table 3-8: Racor Home Organization Products
Minigrip Consumer Products
Product Portfolio
Table 3-9: Minigrip Home Organization Products
Whirlpool Corporation
Company Profile
Garage Organization
Laundry Organization
Strategy and Positioning
Product Portfolio
Garage Organization
Laundry Organization
Table 3-10: Whirlpool Home Organization Products
Distribution
Advertising and Promotion
California Closets
Company Profile
Strategy and Positioning
Product Portfolio
Table 3-11: California Closets Home Organization Products
Distribution
Advertising and Promotion
Sterilite
Company Profile
Strategy and Positioning
Product portfolio
Table 3-12: Sterilite Home Organization Products
Distribution
Advertising and Promotion
Iris USA
Company Profile
Strategy and Positioning
Product Portfolio
Distribution
Advertising and Promotion
Table 3-13: Iris USA Home Organization Products
Home Products International
Company Profile
Strategy and Positioning
Product Portfolio
Table 3-14: Home Products International Home Organization Products
Distribution
Advertising and Promotion
Elfa
Company Profile
Performance
Strategy and Positioning
Product Portfolio
Table 3-15: Elfa Home Organization Products
Distribution
Advertising and Promotion
Gracious Living Corporation
Company Profile
Product portfolio
Table 3-16: Gracious Living Home Organization Products
Distribution
Schulte Corporation
Company Profile
Strategy and Positioning
Products
Table 3-17: Schulte Products
Distribution
Advertising and Promotion
Rev-A-Shelf LLC
Company Profile
Products
Table 3-18: Rev-A-Shelf Products
Distribution
Promotion
Myers Industries, Inc.
Company Profile
Products
Table 3-19: Myers Industries Products
Whitmor
Company Profile
Product Portfolio
Table 3-20: Whitmor Home Organization Products
Closet Complete
Company Profile
Product Portfolio
Table 3-21: Closet Complete Home Organization Products
John Louis Home
Company Profile
Product Portfolio
Table 3-22: John Louis Home Organization Products
Sauder Woodworking
Company Profile
Product Portfolio
Table 3-23: Sauder Woodworking Home Organization Products
Stack-On Products Company
Company Profile
Product Portfolio
Table 3-24: Stack-On Products
The Stow Company (formerly Windquest)
Company Profile
Product Portfolio
Table 3-25: The Stow Company Home Organization Products
BH North America
Company Profile
Product Portfolio
Table 3-26: BH North America Home Organization Products
Inter-Lok (formerly GarageMaid)
Company Profile
Product Portfolio
Table 3-27: Inter-Lok Home Organization Products
HandiSolutions
Company Profile
Product Portfolio
Table 3-28: HandiSolutions Home Organization Products
Redline Garage Gear
Company Profile
Product Portfolio
Table 3-29: Redline Garage Gear Home Organization Products
GarageTek Inc.
Company Profile
Product Portfolio
Table 3-30: GarageTek Home Organization Products
Tuff Shed Inc.
Company Profile
Product Portfolio
Table 3-31: Tuff Shed Home Organization Products
Advertising and Promotion
Arrow Storage Products
Company Profile
Product Portfolio
Table 3-32: Arrow Group Products
Duramax Building Products
Company Profile
Product Portfolio
Table 3-33: Duramax Home Organization Products
Suncast Corporation
Company Profile
Product Portfolio
Table 3-34: Suncast Home Organization Products
Backyard Products, LLC
Company Profile
Product Portfolio
Table 3-35: Backyard Products Home Organization Products
Barrette
Company Profile
Product Portfolio
Table 3-36: Barrette Home Organization Products
Lifetime Products
Company Profile
Product Portfolio
Table 3-37: Lifetime Products Home Organization Products
Keter (formerly Outstanding Solutions)
Company Profile
Product Portfolio
Table 3-38: Keter Home Organization Products
Honey-Can-Do International
Company Profile
Product Portfolio
Table 3-39: Honey-Can-Do Home Organization Products
Martha Stewart Living
Company Profile
Product Portfolio
Table 3-40: Martha Stewart Living Home Organization Products
Masco Retail Cabinet Group
Company Profile
Product Portfolio
Table 3-41: Masco Retail Cabinet Group Home Organization Products
Albern Enterprises
Company Profile
Product Portfolio
Table 3-42: Albern Enterprises Home Organization Products
Neatfreak Group
Company Profile
Product portfolio
Table 3-43: Neatfreak Group Home Organization Products
ShelfGenie
Company Profile
Product Portfolio
Table 3-44: ShelfGenie Home Organization Products
Way Basics
Company Profile
Product Portfolio
Table 3-45: Way Basics Home Organization Products
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Marketing Practices and Trends
Consumer-centricity on the Rise
Social Media
Professional and Trade Promotion
Product Placement on TV Shows Builds Awareness
Showcase Homes Showcase Products
Leveraging Spokespeople for Credibility
Back to School Promoted Heavily
Sweepstakes Popular With Consumers
Deals Offered to Spark Sales
Retailer Circulars Feature Specials
Table 4-1: Feature Retail Circular Deals for Selected Home Organization Products
Product Trends
Partnerships and Licensing Deals Help Drive Consumer Acceptance
Private Label Store Brands More Important for Retailers
Specialty Storage Targets Niches
Easier is Best
Modularity Continues to be Popular
Kids Storage Growing in Importance
Marketers Try to Be Eco-Friendly
Value and Affordability Even More Critical
Features Add Value
Select New Products 2009-2011
Table 4-2: Selected Home Organization Product Introductions
CHAPTER 5: DISTRIBUTION AND SALES
Distribution Channels
Market Composition of DIY Products by Retail Channel
Figure 5-1: U.S. Sales of DIY Home Organization Products by Retail Channel, 2010
Discount Stores
Home Centers and Hardware Stores
Specialty Stores
Other Outlets
Internet Evolves for Retailers and Manufacturers
Several Manufacturers Control Their Distribution
Installed Versus DIY Trends
Installed Segment Struggles Through Hard Times
DIY Segment Has Advantage of Price, Convenience
Broadening Distribution to Increase Sales
Exclusivity Still Important to Retailers and Manufacturers
Homebuilders a Tough Sell
Gaining Advantage With Dealers
Manufacturing and Warehousing in US an Advantage
Key and Interesting Retailers
The Container Store
Ikea
Target
Bed Bath & Beyond
Organize-It
Organize.com
The Betty Mills Company
Dorm Co
Shelfwire
Wayfair
CHAPTER 6: THE CONSUMER
Consumers Looking More at Price; Want Products for Closets and Garages
Price becomes Far More Important to Consumers
Table 6-1: Most Important Factor When Purchasing Storage Products, 2008, 2010
Closet Storage Still Most In Demand, But Garage Products Increase Most
Table 6- 2: Home Area Where Consumers Will Most Likely Use New Storage Container - 2008, 2010 (percent)
Packaging Most Influential to Consumers In-Store
Figure 6-1: In-Store Elements Influence, 2010 (percent)
Consumer Demands Driving Strategy
Consumers Want Products for Specific Life Stages
Table 6-3: Design Basics Life Stage Home Plan Segments
Consumers Like Products That Fit Lifestyles
Table 6-4: Examples of Organize.com’s Organized By Color Program
Table 6-5: Shelf Genie Customer Profiles
Livability at a Glance
Outdoor Living Trend Means More Storage
Consumers Need Help Organizing
Table 6-6: How Arrow Sheds Help Consumers
Women Continue To Drive Sales
BeJane for DIY Women
Martha Stewart Bringing Women Into Home Centers and Office Supply
Green Products Too Expensive and Confusing For Consumers
Won’t Pay More, Looks For Efficiency
Green Too Confusing
Decluttering Equals DeStress
Decluttering Adds Value to Home for Resale
Consumer Demographics
Gen X Have Growing Families
Millennials Gaining Buying Power
Baby Boomers Looking To Downsize
Seniors Need Solutions To Make Living Easier
An Expanding Nest
Consumer Demographics and Attitudes
About 60% Of Households Spend Between $250 And $2,000 Annually On Home Improvements
Figure 6-2: Total Home Improvement Spending - 2007, 2009, 2011 (% of households)
Households Using Professionals More for Home Improvements
Figure 6-3: Interior/Exterior Home Remodeling, who does work, last 12 months - 2007, 2009, 2011 (% of households)
Purchase of Storage Sheds Remain Steady
Table 6-7: Home Improvement Purchases, 2008 - 2011 (% of households)
Roughly 60% of Households Spend More Than $500 on Sheds
Figure 6-4: Amount Spent on Storage Sheds, 2008-2011 (% of households)
Figure 6-5: Storage Shed Spending Compared to Kitchen Cabinets, 2011 (% of households)
About 70% Households Assemble and Install Sheds Themselves
Figure 6-6: Installation of Sheds, Who did work, last 12 months - 2009, 2011 (% of households)
Figure 6-7: Installation of Sheds and Kitchen Cabinets, Who did work 2011 (% of households)
Older Boomers with Large Families More Likely to Have Bought Sheds
Table 6-8: Demographic Profile of People Buying Storage Sheds, 2011 (index)
Central Region Strongest for Sheds
Figure 6-8: Storage Shed Purchases by Region, 2006 and 2011
Households Remodel Bathrooms and Kitchens More Than Basements, Attics, and Garages
Table 6-9: Households Remodeled Basement/Attic/Garage, 2008 - 2011 (% of households)
Table 6-10: Households Remodeled Basement/Attic/Garage, 2008 - 2011 (% of households)
Younger Families with Higher Incomes, Higher Education Tend to Remodel Basements, Attics and Garages
Psychographic Traits of Remodelers and Buyers of Sheds and Kitchen Cabinets
Table 6-11: Psychographic Traits of Remodelers/Buyers of Sheds, Kitchen Cabinets 2011 (last 12 months) (Index)
Table 6-12: Demographic Profile of People Remodeling Basement/Attic/Garage, 2011 (last 12 months) (Index )
APPENDIX
Scope of the Report
Methodology
Market Definition
THE MARKET
Historical Sales Trends
Table 1-1: U.S. Sales of Home Organization Products, 2006-2010
Figure 1-1: U.S. Sales of Home Organization Products By Segment, 2006-2010
Figure 1-2: U.S. Sales of Home Organization Products Segment Share, 2006-2010
Market Composition by Product Category
Figure 1-3: U.S. Sales of Home Organization Products by Product Type, 2007, 2010
Factors Affecting Market Growth
Housing and Households
Household Formation Slows Down
Figure 1-4: Number of U.S. Households, 2000-2010
The Housing Boom and Bust
Table 1-2: Percent of Home Ownership, 1990-2010
Table 1-3: Annual New Home Sales/Median Annual Sales Price 2000-2011
Homes Trending Smaller
Table 1-4: Median Square Feet of Floor Area, New One-Family Houses, 1995-2010
Table 1-5: Rooms in New One-Family Homes, 2000-2010 (percent)
Americans Love Garages
Spending
Consumers Spend More On Housing, Less On Home Furnishings
Remodeling Declines
Table 1-6: Annual Home Remodeling Expenditures, 2000-2011 ($ billions)
Savings Rates Increase As Consumers Reduce Spending
Pricing
Lower Prices Encouraged Big Spending
Raw Material Prices Impact Manufacturers
Consumer Demographics Influence Storage Products
Market Factors
Garage Products Overtake Closets as Growth Driver
Segmenting the Market To Find Growth
Partnerships and Licensing Help Drive Growth
Acquisitions Drive Growth For Some Companies
A New Frugality
Staying at Home
Continued Bulk Buying Requires Storage
Hobbies Continue To Drive Storage Sales
PROJECTED MARKET GROWTH
Figure 1-5: Projected U.S. Sales of Home Organization Products, 2010-2015
MARKETERS
Leading Marketers
Overall Market Fragmented
Table 1-7: Leading Marketers, U.S. Home Organization Products, 2010
Shed Market Concentrated
Private Label & Store Brands Are Factors
Mergers, Acquisitions, Divestitures
Companies Rebrand to Increase Consumer Relevance
New Entrants Despite Economy
MARKETING AND NEW PRODUCT TRENDS
Marketing Practices and Trends
Consumer-centricity On the Rise
Social Media
Professional and Trade Promotion
Product Placement on TV Shows Builds Awareness
Showcase Homes Showcase Products
Leveraging Spokespeople for Credibility
Back-to-School Promoted Heavily
Sweepstakes Popular With Consumers
Deals Offered to Spark Sales
Product Trends
Partnerships and Licensing Deals Help Drive Consumer Acceptance
Private Label Store Brands More Important for Retailers
Specialty Storage Targets Niches
Easier is Best
Modularity Continues to be Popular
Kids Storage Growing in Importance
Marketers Try to Be Eco-Friendly
Value and Affordability Even More Critical
Features Add Value
DISTRIBUTION AND SALES
Distribution Channels
Market Composition of DIY Products by Retail Channel
Figure 1-6: U.S. Sales of DIY Home Organization Products by Retail Channel, 2010
Discount Stores
Home Centers and Hardware Stores
Specialty Stores
Other Outlets
Internet Evolves for Retailers and Manufacturers
Several Manufacturers Control Their Distribution
Installed Versus DIY Trends
Installed Segment Struggles Through Hard Times
DIY Segment Has Advantage of Price, Convenience
Broadening Distribution to Increase Sales
Exclusivity Still Important to Retailers and Manufacturers
Homebuilders a Tough Sell
Gaining Advantage with Dealers
Manufacturing and Warehousing in US an Advantage
THE CONSUMER
Consumers Looking More at Price; Want Products for Closets and Garages
Price becomes Far More Important to Consumers
Table 1-8: Most Important Factor When Purchasing Storage Products, 2008, 2010
Closet Storage Still Most In Demand, But Garage Products Increase Most
Table 1-9: Home Area Where Consumers Will Most Likely Use New Storage Container; 2008, 2010 (percent)
Consumer Demands Driving Strategy
Consumers Want Products for Specific Life Stages
Consumers Like Products That Fit Lifestyles
Outdoor Living Trend Means More Storage
Consumers Need Help Organizing
Women Continue To Drive Sales
Green Products Too Expensive and Confusing For Consumers
Won’t Pay More, Looks For Efficiency
Green Too Confusing
Decluttering Equals DeStress
Consumer Demographics
CHAPTER 2: THE MARKET
Scope of the Report
Methodology
Market Definition
Historical Sales Trends
Table 2-1: U.S. Sales of Home Organization Products, 2006-2010
Figure 2-1: U.S. Sales of Home Organization Products, 2006-2010
Figure 2-2: U.S. Sales of Home Organization Products By Segment, 2006-2010
Figure 2-3 :U.S. Sales of Home Organization Products Segment Share; 2006, 2010
Home Organization Products About 8% of Housewares
Table 2-2: U.S. Retail Sales of Housewares, 2007, 2010
Market Composition by Product Category
Figure 2-4: U.S. Sales of Home Organization Products by Product Type; 2007, 2010
Containers
Shelving
Cabinets/Drawers/Modular Units
Hanging Storage
Accessories/other
Regional Differences
Figure 2-5: New One Family Houses Sold, Percent with Basements, 2007 -2010
Factors Affecting Market Growth
Housing and Households
Household Formation Slows Down
Figure 2-6: Number of U.S. Households, 2000-2010
The Housing Boom and Bust
Table 2-3: Percent of Home Ownership, 1990-2010
Table 2-4: Annual Existing Home Sales, 2002-2011
Table 2-5: Annual New Home Sales/Median Annual Sales Price 2000-2011
Table 2-6: Annual Housing Starts - Single Family Homes, 2001-2011
Table 2-7: Quarterly House Price Appreciation, 2005-2011 (percent)
Figure 2-7: First-Time Home Buyer Index in U.S., 2005-2011 (index)
Homes Trending Smaller
Table 2-8: Median Square Feet of Floor Area, New One-Family Houses, 1995-2010
Table 2-9: Rooms in New One-Family Homes, 2000 - 2010 (percent)
Americans Love Garages
Table 2-10: Type of Parking Facility of New One-Family Houses Completed 1995-2010 (percent)
Spending
Figure 2-8: Consumer Credit in U.S., 2003-2011 (in billions of dollars)
Figure 2-9: Home Mortgage Borrowing in U.S., 2001-2011 (in billions of dollars)
Unemployment Affects Spending
Figure 2-10: U.S. Unemployment Rate, 2001-2011 (%)
Consumers Spend More On Housing, Less On Home Furnishings
Table 2-11: U.S. Average Annual Consumer Expenditures, 2005 -2010
Remodeling Declines
Table 2-12: Annual Home Remodeling Expenditures, 2000-2011 ($ billions)
Table 2-13: Remodeling Market Index 2001-2011 (2nd Quarter)
Table 2-14: Annual Retail Sales - Building Materials, Garden Equipment & Supply Dealers, 2001-2011 ($ billions)
Savings Rates Increase As Consumers Reduce Spending
Table 2-15: Personal Income and Its Disposition - 2003-2011 ($ billions)
Pricing
Lower Prices Encouraged Big Spending
Figure 2-11: Consumer Price Index (CPI) Department Store Goods, 2001-2011
Raw Material Prices Impact Manufacturers
Figure 2-12: Producer Price Index (PPI) of Crude Petroleum, 2001-2011
Figure 2-13: Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2001-2011
Figure 2-14: Producer Price Index (PPI) of Metals and Metal Products, 2001-2011
Figure 2-15: Producer Price Index (PPI) of Lumber and Wood Products, 2001-2011
Consumer Demographics Influence Storage Products
Gen X Drive Kids Storage
Millennials Budget Conscious
Baby Boomers Needs Changing
Seniors Driving Specialty Storage Products
An Expanding Nest
Market Factors
Garage Products Overtake Closets as Growth Driver
Segmenting The Market To Find Growth
Partnerships and Licensing Help Drive Growth
Acquisitions Drive Growth For Some Companies
A New Frugality
Staying at Home
Continued Bulk Buying Requires Storage
Table 2-16 Costco Fiscal Year Sales and Membership, 2002-2010
Decline In Self Storage Creates Opportunities For Home Storage
Hobbies Continue To Drive Storage Sales
Table 2-17: Craft Store Sales, 2004-2010
PROJECTED MARKET GROWTH
Figure 2-16: Projected U.S. Sales of Home Organization Products, 2010-2015
CHAPTER 3: MARKETERS
Leading Marketers
Overall Market Fragmented
Table 3-1: Leading Marketers, U.S. Home Organization Products, 2010
Shed Market Concentrated
Private Label & Store Brands Are Factors
Mergers, Acquisitions, Divestitures
Companies Rebrand to Increase Consumer Relevance
New Entrants Despite Economy
COMPETITIVE PROFILES
Emerson Electric Co.
Company Profile
Strategy and Positioning
Performance
Table 3-2: Emerson Tools and Storage Segment Sales, 2008-2010
Product Portfolio
Table 3-3: Emerson Electric Home Organization Products
Distribution
Advertising and Promotion
Newell Rubbermaid Inc.
Company Profile
Strategy and Positioning
Performance
Table 3-4: Newell Rubbermaid Sales Composition, 2010
Table 3-5: Newell Rubbermaid Home & Family Sales 2008 - 2010 (in million $)
Product Portfolio
Distribution
Advertising and Promotion
Table 3-6: Rubbermaid Home Organization Products
Illinois Tool Works
Company Profile
Strategy and Positioning
ITW Space Bag
Product Portfolio
Table 3-7: ITW Space Bag Home Organization Products
Distribution
Promotion
Racor
Product Portfolio
Table 3-8: Racor Home Organization Products
Minigrip Consumer Products
Product Portfolio
Table 3-9: Minigrip Home Organization Products
Whirlpool Corporation
Company Profile
Garage Organization
Laundry Organization
Strategy and Positioning
Product Portfolio
Garage Organization
Laundry Organization
Table 3-10: Whirlpool Home Organization Products
Distribution
Advertising and Promotion
California Closets
Company Profile
Strategy and Positioning
Product Portfolio
Table 3-11: California Closets Home Organization Products
Distribution
Advertising and Promotion
Sterilite
Company Profile
Strategy and Positioning
Product portfolio
Table 3-12: Sterilite Home Organization Products
Distribution
Advertising and Promotion
Iris USA
Company Profile
Strategy and Positioning
Product Portfolio
Distribution
Advertising and Promotion
Table 3-13: Iris USA Home Organization Products
Home Products International
Company Profile
Strategy and Positioning
Product Portfolio
Table 3-14: Home Products International Home Organization Products
Distribution
Advertising and Promotion
Elfa
Company Profile
Performance
Strategy and Positioning
Product Portfolio
Table 3-15: Elfa Home Organization Products
Distribution
Advertising and Promotion
Gracious Living Corporation
Company Profile
Product portfolio
Table 3-16: Gracious Living Home Organization Products
Distribution
Schulte Corporation
Company Profile
Strategy and Positioning
Products
Table 3-17: Schulte Products
Distribution
Advertising and Promotion
Rev-A-Shelf LLC
Company Profile
Products
Table 3-18: Rev-A-Shelf Products
Distribution
Promotion
Myers Industries, Inc.
Company Profile
Products
Table 3-19: Myers Industries Products
Whitmor
Company Profile
Product Portfolio
Table 3-20: Whitmor Home Organization Products
Closet Complete
Company Profile
Product Portfolio
Table 3-21: Closet Complete Home Organization Products
John Louis Home
Company Profile
Product Portfolio
Table 3-22: John Louis Home Organization Products
Sauder Woodworking
Company Profile
Product Portfolio
Table 3-23: Sauder Woodworking Home Organization Products
Stack-On Products Company
Company Profile
Product Portfolio
Table 3-24: Stack-On Products
The Stow Company (formerly Windquest)
Company Profile
Product Portfolio
Table 3-25: The Stow Company Home Organization Products
BH North America
Company Profile
Product Portfolio
Table 3-26: BH North America Home Organization Products
Inter-Lok (formerly GarageMaid)
Company Profile
Product Portfolio
Table 3-27: Inter-Lok Home Organization Products
HandiSolutions
Company Profile
Product Portfolio
Table 3-28: HandiSolutions Home Organization Products
Redline Garage Gear
Company Profile
Product Portfolio
Table 3-29: Redline Garage Gear Home Organization Products
GarageTek Inc.
Company Profile
Product Portfolio
Table 3-30: GarageTek Home Organization Products
Tuff Shed Inc.
Company Profile
Product Portfolio
Table 3-31: Tuff Shed Home Organization Products
Advertising and Promotion
Arrow Storage Products
Company Profile
Product Portfolio
Table 3-32: Arrow Group Products
Duramax Building Products
Company Profile
Product Portfolio
Table 3-33: Duramax Home Organization Products
Suncast Corporation
Company Profile
Product Portfolio
Table 3-34: Suncast Home Organization Products
Backyard Products, LLC
Company Profile
Product Portfolio
Table 3-35: Backyard Products Home Organization Products
Barrette
Company Profile
Product Portfolio
Table 3-36: Barrette Home Organization Products
Lifetime Products
Company Profile
Product Portfolio
Table 3-37: Lifetime Products Home Organization Products
Keter (formerly Outstanding Solutions)
Company Profile
Product Portfolio
Table 3-38: Keter Home Organization Products
Honey-Can-Do International
Company Profile
Product Portfolio
Table 3-39: Honey-Can-Do Home Organization Products
Martha Stewart Living
Company Profile
Product Portfolio
Table 3-40: Martha Stewart Living Home Organization Products
Masco Retail Cabinet Group
Company Profile
Product Portfolio
Table 3-41: Masco Retail Cabinet Group Home Organization Products
Albern Enterprises
Company Profile
Product Portfolio
Table 3-42: Albern Enterprises Home Organization Products
Neatfreak Group
Company Profile
Product portfolio
Table 3-43: Neatfreak Group Home Organization Products
ShelfGenie
Company Profile
Product Portfolio
Table 3-44: ShelfGenie Home Organization Products
Way Basics
Company Profile
Product Portfolio
Table 3-45: Way Basics Home Organization Products
CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS
Marketing Practices and Trends
Consumer-centricity on the Rise
Social Media
Professional and Trade Promotion
Product Placement on TV Shows Builds Awareness
Showcase Homes Showcase Products
Leveraging Spokespeople for Credibility
Back to School Promoted Heavily
Sweepstakes Popular With Consumers
Deals Offered to Spark Sales
Retailer Circulars Feature Specials
Table 4-1: Feature Retail Circular Deals for Selected Home Organization Products
Product Trends
Partnerships and Licensing Deals Help Drive Consumer Acceptance
Private Label Store Brands More Important for Retailers
Specialty Storage Targets Niches
Easier is Best
Modularity Continues to be Popular
Kids Storage Growing in Importance
Marketers Try to Be Eco-Friendly
Value and Affordability Even More Critical
Features Add Value
Select New Products 2009-2011
Table 4-2: Selected Home Organization Product Introductions
CHAPTER 5: DISTRIBUTION AND SALES
Distribution Channels
Market Composition of DIY Products by Retail Channel
Figure 5-1: U.S. Sales of DIY Home Organization Products by Retail Channel, 2010
Discount Stores
Home Centers and Hardware Stores
Specialty Stores
Other Outlets
Internet Evolves for Retailers and Manufacturers
Several Manufacturers Control Their Distribution
Installed Versus DIY Trends
Installed Segment Struggles Through Hard Times
DIY Segment Has Advantage of Price, Convenience
Broadening Distribution to Increase Sales
Exclusivity Still Important to Retailers and Manufacturers
Homebuilders a Tough Sell
Gaining Advantage With Dealers
Manufacturing and Warehousing in US an Advantage
Key and Interesting Retailers
The Container Store
Ikea
Target
Bed Bath & Beyond
Organize-It
Organize.com
The Betty Mills Company
Dorm Co
Shelfwire
Wayfair
CHAPTER 6: THE CONSUMER
Consumers Looking More at Price; Want Products for Closets and Garages
Price becomes Far More Important to Consumers
Table 6-1: Most Important Factor When Purchasing Storage Products, 2008, 2010
Closet Storage Still Most In Demand, But Garage Products Increase Most
Table 6- 2: Home Area Where Consumers Will Most Likely Use New Storage Container - 2008, 2010 (percent)
Packaging Most Influential to Consumers In-Store
Figure 6-1: In-Store Elements Influence, 2010 (percent)
Consumer Demands Driving Strategy
Consumers Want Products for Specific Life Stages
Table 6-3: Design Basics Life Stage Home Plan Segments
Consumers Like Products That Fit Lifestyles
Table 6-4: Examples of Organize.com’s Organized By Color Program
Table 6-5: Shelf Genie Customer Profiles
Livability at a Glance
Outdoor Living Trend Means More Storage
Consumers Need Help Organizing
Table 6-6: How Arrow Sheds Help Consumers
Women Continue To Drive Sales
BeJane for DIY Women
Martha Stewart Bringing Women Into Home Centers and Office Supply
Green Products Too Expensive and Confusing For Consumers
Won’t Pay More, Looks For Efficiency
Green Too Confusing
Decluttering Equals DeStress
Decluttering Adds Value to Home for Resale
Consumer Demographics
Gen X Have Growing Families
Millennials Gaining Buying Power
Baby Boomers Looking To Downsize
Seniors Need Solutions To Make Living Easier
An Expanding Nest
Consumer Demographics and Attitudes
About 60% Of Households Spend Between $250 And $2,000 Annually On Home Improvements
Figure 6-2: Total Home Improvement Spending - 2007, 2009, 2011 (% of households)
Households Using Professionals More for Home Improvements
Figure 6-3: Interior/Exterior Home Remodeling, who does work, last 12 months - 2007, 2009, 2011 (% of households)
Purchase of Storage Sheds Remain Steady
Table 6-7: Home Improvement Purchases, 2008 - 2011 (% of households)
Roughly 60% of Households Spend More Than $500 on Sheds
Figure 6-4: Amount Spent on Storage Sheds, 2008-2011 (% of households)
Figure 6-5: Storage Shed Spending Compared to Kitchen Cabinets, 2011 (% of households)
About 70% Households Assemble and Install Sheds Themselves
Figure 6-6: Installation of Sheds, Who did work, last 12 months - 2009, 2011 (% of households)
Figure 6-7: Installation of Sheds and Kitchen Cabinets, Who did work 2011 (% of households)
Older Boomers with Large Families More Likely to Have Bought Sheds
Table 6-8: Demographic Profile of People Buying Storage Sheds, 2011 (index)
Central Region Strongest for Sheds
Figure 6-8: Storage Shed Purchases by Region, 2006 and 2011
Households Remodel Bathrooms and Kitchens More Than Basements, Attics, and Garages
Table 6-9: Households Remodeled Basement/Attic/Garage, 2008 - 2011 (% of households)
Table 6-10: Households Remodeled Basement/Attic/Garage, 2008 - 2011 (% of households)
Younger Families with Higher Incomes, Higher Education Tend to Remodel Basements, Attics and Garages
Psychographic Traits of Remodelers and Buyers of Sheds and Kitchen Cabinets
Table 6-11: Psychographic Traits of Remodelers/Buyers of Sheds, Kitchen Cabinets 2011 (last 12 months) (Index)
Table 6-12: Demographic Profile of People Remodeling Basement/Attic/Garage, 2011 (last 12 months) (Index )
APPENDIX
