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HPI Aims Homz MyCraft Org Launch At Craft Segments

Home Products International has debuted a new line under its Homz brand called MyCraft, designed to provide a “one-stop shop” for crafters’ organizational needs, and an opportunity for its retail customer base to reach out to those who contribute to the $29 billion craft and hobby industry, said Rich Neal, marketing director, garment care and room organization, HPI. The Homz Smart Solutions MyCraft initial launch, featuring 32 SKUs, includes new product created specifically for the line and product that currently exists under the Homz brand, but that has been brought within the MyCraft planogram and its “gender neutral” birch and Maui blue color story to help crafters more easily find the solution to meet their specific needs.

Utilizing its laundry care product expertise in ironing board covers and pads, HPI has also developed new SKUs specifically for Homz’s MyCraft line in that segment, said Neal.

The Homz MyCraft line has a broad retail target. The company has created an eight-foot planogram that could become a more permanent footprint in a retailer such as a craft specialty store, or for the mass channel that doesn’t necessarily have a crafting area of the store. The line will be available in August.

For more on HPI’s Homz MyCraft assortment, see HomeWorld’s April 1, 2013, issue.