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Casabella Refines Consumer Targets For New Product Launches

Casabella brought three new floor care and cleaning collections to the International Home + Housewares Show as it sought to demonstrate how it could apply new thinking to a mature category. The company’s Neon, Raw and Size-Wize product lines each addresses consumer preferences and trends differently.

Neon, for example, is a collection of tools that break down to fit shipping-friendly packaging, an attribute that underlines the point that the collection sells the way younger consumers shop. Casabella designed Neon to establish a line of cleaning tools that’s more the Internet compatible, as each can ship disassembled and then quickly and easily assemble on delivery, the company noted. It added that both package and product come in looks developed for their appeal to Millennial customers. The line includes a ratchet mop, angle broom with dustpan, bath scrubber, Quick Sweep floor duster with two microfiber cloths, carpet sweeper and bucket with caddy.

Casabella took a different approach to Raw at a time when rough-cut, antique and repurposed wood looks are hot not only in furnishings but also in cleaning tools sold at upscale retailers. Many consumers seem to like the idea of heritage tied to the old-fashion virtue of keeping a clean home. So, Casabella launched the Raw Collection using a tradition-responsive manufacturer in Switzerland, the company pointed out, but, at the same time, took modern environmental concerns into consideration by producing the line with FSC certified responsibly forested wood. The collection includes a wood basic broom, a wood outdoor broom, a wood indoor sweeper and a wood dustpan and brush set,

The Size-Wize product line signals Casabella’s recognition that one dimension doesn’t necessarily accommodate everybody. The company cited ergonomic studies demonstrating that the most comfortable height for cleaning tools is below the user’s chin in its response to that recognition. Size-Wize products feature a pole that extends from 3 foot 8 inches in length to 6 foot 4 inches. Casabella recognized that height and angle play into a lot of household cleaning jobs so included in the Size-Wize collection a roller mop, broom with dustpan, microfiber/bristle pivot duster, butterfly floor duster and a bath scrubber.

The bath scrubber is one example of how Casabella approaches cleaning products. The scrubber has an extendable pole to reach high ceilings and a flexible head that conforms to curves, the company related. Also, the product offers a scrubbing pad that reverses to microfiber and easy-change, machine-washable refills, it maintained. Suggested retail price is $19.99