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K i t c h e n w a r e N e w s & H o u s e w a r e s R e v i e w S h o w D a i l y 8 1 Tu e s d a y, M a r c h 0 5 , 2 0 1 3 NEATFREAK AND E-COMMERCE WORK HAND IN HAND Consumers are embracing ecommerce and neatfreak® is navigating a course which first and foremost supports existing retail partner strategies. Through its online partners, neatfreak products are in demand worldwide. With today's hectic schedules, people need a way to save time and shopping online is a way to do it. neatfreak is cautiously entering a channel that is forecasted to double in the next five years. Nineteen percent of Internet users shop online once per week. At seven percent share of housewares, online should continue to be the fastest growing channel in retailing. It is real- ly an untapped, underdeveloped chan- nel of trade for home organization products with a lack of clear strategy. "We know an online presence should be a complementary strategy to brick and mortar," said Glenn Burton, Director of Ecom at neatfreak. More than 50 percent of closet storage sales are researched on the internet, while 38.5 percent of purchases are researched in store, and this can be applied to laundry storage too. Industry data shows the largest per- centage of shopping online is found in South Korea (99 percent), UK (97 per- cent), Germany (97 percent), Japan (97 percent) and the United States (94 per- cent) and neatfreak is using this type of data to branch out its global online assortment. "Online and retail teams should work hand in hand, and that is the experience we are creating," Burton continued. neatfreak's online strategy is pragmatic and methodical ensuring that what works online directly relates to their existing brick and mortar part- ners, the positive online end-user over- all experience and that the brand deliv- ers. Working close- ly with each e-com- merce partner, neat- freak's expert in- house team builds unique and prof- itable online prod- uct assortments. It took neatfreak longer to get into the game because the company wanted to be ready with an online strategic plan, create an online point of differentiation and have a dedicated team of experts with the experience they wanted to create. What does neatfreak get from all this in addition to increased sales, stronger partnerships and brand pres- ence? Neatfreak is connecting and cre- ating a dialogue with its consumers who in turn provide product feedback and share their personal experiences using neatfreak products. "We take our customer reviews seriously," Burton said. "Product reviews help us improve even the smallest of issues like translating assembly instructions into even more languages. More often than not, our customer reviews help us confirm that our innovative designs, colors and styles are relevant organizing solu- tions for today's active lifestyle." "It appears e-commerce is like the Wild West in the marketplace today," stated John Collins, CMO at neatfreak. "The opportunity to gain incremental exposure for brands is real. The key however is ensuring the experience and support begins with existing retail partners to maximize sales. After all, they brought us to the party." For more information, visit booth N7352 at the International Home + Housewares Show. Be sure to check out www.neatfreak.com, call 888-827- 4676 or email info@neatfreak.com. INNOBABY EXPANDS SIPPIN' SMART AND DIN DIN SMART COLLECTIONS Innobaby, the pioneer of eco-friendly juvenile solutions, is pleased to announce the expansion of its propri- etary line of products with brand new Sippin' SMART™ and Din Din SMART™ collections. For convenient on-the-go feeding and reusable storage solutions for children, Innobaby designs the innovative EZ Flow Straw Sippy Cups and Stainless Divided Platter with travel-friendly sectional lid. Innobaby's portfolio of new items will be showcased at the 2013 International Home + Housewares Show from March 2-5, 2013 in booth No. S1264 at the Chicago McCormick Place Exposition Center. Bright, durable and easy-to-use, the new Sippin' SMART collection brings a smarter way to sip, tilt and drink in any position. The 100 percent spill-proof 10-ounce toddler-drinking cup is equipped with a silicone air release valve to prevent liquid over- flow and guarantee easy flow, a wide cup opening and curved base for easy cleaning, and a weighted stainless ball to follow the liquid and provide a con- tinuous pour. Innobaby puts a unique spin on the traditional sippy cup and implements an EZ flex smart straw designed to be leak-resistant even when the cup is flipped over, an EZ grip lid with a leak-proof silicone seal top and a EZ straw comfort tip that remains durable while acting as a training tool for an easy bottle-to-cup transition with its unique design and shape. With a newly added feature, the second-generation patent-pending Sippin' SMART sippy cups provide double-lined insulation with a design- it-yourself stainless cup that can be personalized over and over again. Innobaby also introduces a sec- tional lid for Din Din SMART Stainless Divided Platter, a fun bus-shaped, kid- friendly platter with five separate compartments. The sectional lid prevents food from shifting or mix- ing during travel, making it perfect for on the go feeding. New to the Din Din SMART collection is a travel-friendly stainless utensil set with storage case designed for growing kids. The new Sippin' SMART EZ Flow Straw Sippy and EZ Flow Stainless Straw Sippy are available in various fun colors and will retail for $12.99 and $19.99, respectively. The new travel-friendly Din Din SMART stain- less plate and utensil sets will retail for $19.99 and $9.99, respectively. Both items will be available for purchase online at www.innobaby.com and in select stores. About Innobaby Innobaby is a Chicago-based company founded in 2006 by two moms with a mission to offer innovative solu- tions for smart p a r e n t i n g . Dedicated to deliver high-qual- ity smart juvenile products for today's busy par- ents, Innobaby is a pioneer in well- designed eco-friendly containers that are 100 percent recyclable. Innobaby's six smart collections include products for food storage, food on-the-go, a sil- icone nursing system, stainless steel platters, organic bedding and natural seat toppers. All Innobaby products are made from non-toxic highest quality food grade materials, are bisphenol-A (BPA) free and contain no phthalates, PVC or latex to be completely safe for little ones. For more information, please visit booth S1264, email lydia@innobaby.com and visit online at www.innobaby.com. KNSD: Carey, what exactly do you mean about the "science" of making a doormat? The housewares industry only knows a little about the "art." CW: Thanks for asking. As you may know, GrassWorx is a little less than five years old. Our tag line, "inspired by nature, improving lives," is an atti- tude we inherited from our founding company, Monsanto. Almost 50 years ago they set out to create a unique doormat that would scrape, hold and hide dirt before it gets into the home. Their chemists and engineers created a new class of doormat, one inspired by the cleaning and filtration nature of common grass. They invented AstroTurf®, an artificial cleaning sur- face made with flexible, yet durable grass buds. The science was fulfilled. KNSD: So the "art" was fulfilled when you added the classic daisy to your famous green grass. CW: Exactl. That was our earliest attempt at a nice fusion between form and function. Though the years, we have been improving our basic grass composition to make it more flexible and durable, but never stopped improving our design side. KNSD: Do you have a new mat to showcase at the IH+HS? Grassworx (Con't. from p. 1) CW: Yes, we are introducing our latest merger using an ancient design style as our inspiration: wrought iron. Throughout time, wrought iron has been used "functionally" to build ancient structures, warships and rail- ways. Today, the look of wrought iron is found in homes from light fixtures, to wine racks, to candle holders as this basic form can be both delicate and durable. To look at the historic use of wrought iron is to look at the history of product innovations. We have added the elegant expression of timeless wrought-iron design in several new styles to our 2013 Wholehouse Clean Machine® Collection. KNSD: Where can we see these new designs, and when will they be avail- able? CW: You can see them on our website where you can download our entire catalog, but we would rather you drop by our booth No. N6515. Come see how we balanced our wrought iron border made with recycled rubber, filled with our original Astroturf® scraper action grass. They will be available this spring. For more information, visit us at booth N6515, call 1-800-813-5221 or email info@grassworxllc.com.