Singer, the iconic sewing machine brand, has expanded into additional garment care segments with the company’s introduction of its first retail line of steam irons and garment steamers. The lineup, called Singer Home Essentials, has debuted at the Home + Housewares Show.
The extension reflects a more holistic approach to the company’s core sewing machine business, which will now be one element of a total garment care story. The new categories are expected to give the company more points of contact with its retail audience as well as opening doors for the company’s core sewing machine business.
“If we address sewing as part of a total garment care statement, some accounts may be able to introduce a presentation that includes a sewing product,” Gary Jones, president of Singer Sewing, said.
For the complete story, see the March 15 issue of HomeWorld
Business, which is available during the Home + Housewares Show throughout