Jobar Initiatives Expand Home Brand Profile

CARSON, CA— Jobar International has made new executive appointments, prepared brand launches and otherwise moved to raise the profile of its proprietary labels.

Part of the effort is to promote its family of brands, including Ideaworks, Pet Parade, Handy Gourmet, U.S. Patrol and North American Health + Wellness, as vital operations in their own right, said Vanessa Meininger, newly minted chief revenue officer.

Meininger and Steve Kitay, Jobar’s new chief product officer, have come on board to help facilitate the company’s initiatives. Meininger comes to Jobar after holding management titles with housewares suppliers such as Gibson and DKB Household USA. Kitay was a Guitar Center vp overseeing the company’s product management and global sourcing. Both he and Meininger have extensive brand development experience.

At the International Home + Housewares Show, Jobar will introduce a pair of new brands to its portfolio. Estelle is a beauty and personal care brand with product ranging from vanity mirrors to back scrubbers designed with extra-long handles for ease of use, Meininger said. MyHome is a storage and organization line designed, Kitay noted, to help consumers maximize the utility of their rooms, particularly in small space living. Jobar designed MyHome products to snug into spaces under sinks, between appliances and elsewhere, so giving consumers the ability to make what they see as wasted space into something more productive.

“The basic message of Jobar is about solving problems,” Kitay said.

Of course, consumers, especially younger consumers, have become more insistent that products keep up with their personal practices at home. Indeed, Jobar developed both the Estelle and MyHome brands to appeal to consumers ranging from mature Millennials in their 30s through to consumers in their mid 50s both in terms of form and aesthetics.

At the same time, she noted, Jobar looked at home fashion developments to formulate products that pace trends without being too trendy. Although the new brands emerge from categories in which Jobar has an established presence, they take an updated approach that delivers fresh form and function to ensure they can attract new, often younger customers.

“This is really an evolution not a redirection,” Kitay said.

All the while, Willis Ha, the company’s marketing director, noted that Jobar is maintaining an emphasis on affordable pricepoints that characterizes its approach to new and existing brands. Across the portfolio, Jobar is bolstering its brand positioning to make each a more dynamic marketing vehicle.

As part of its efforts at the Housewares Show, Jobar will communicate its new developments with signage, pamphlets and email blasts, Ha said, and it has additional efforts planned.

“We are creating websites for each of the brands,” Ha noted initially with informational content.