CHICAGO— Casabella approached the International Home + Housewares Show with a major focus on Neon— a Millennial-friendly cleaning tool line by virtue of its look and ready-to-assemble construction for ease of shipping from online retailers— but the company had more in the offing, including products that just might make older shoppers more comfortable.
The company recognized that some upscale retailers have showed a penchant for throwback looks in home goods, often based on repurposed material or industrial design. It has responded with Raw, a wood-built line of stick goods that suggests old-fashioned solidity of purpose. The line includes multiple brooms, a brush and dustpan.
Although classic in appearance, Judi Alexander, Casabella vp/marketing and promotions, said Raw addresses current sensitivities. The wood used in the product line comes from forests managed according to environmentally sound principles while recycled plastic and coconut fibers are used in cleaning surfaces.
“The products are reminiscent of cleaning tools passed down from generation to generation, but the line still has a modern sensibility,” she said.
In addition, Size Wize is a collection of tools with adjustable poles consumers can set to a length that is comfortable for them in use. The product line accommodates consumers who are of other than average height and even can grow old with the owner, adjusting with the physical challenges of growing older. Products include a mop, a scrubber, a duster, a broom and dustpan combination, and a pivot duster for above-floor cleaning.
Alexander said that Casabella plans to support the wood line with fun and engaging packaging. The company will support Size Wize with in-store signage that includes eye-catching graphics and merchandisers that will feature the product appropriately without creating housekeeping problems for retailers, she noted.