Garage and Storage Shed Trends in the U.S., 3rd Edition

Table of Contents

Chapter 1: Executive Summary

• Scope of the Report
• Methodology

Product Definitions

• The Market
• A Robust Market Slows Down
  • Figure 1-1: U.S. Sales of Garage and Shed Storage, 2004-2008 (in millions of dollars)
  • Figure 1-2: Sales by Product Category, 2008 (percent)
• Garage Organization Products and Sheds About 2% of Housewares
  • Table 1-1: U.S. Retail Sales of Housewares 2007 (in billions of dollars)
• U.S. is Global Garage Organization and Shed Leader

Factors Affecting Growth

• Increasing number of households
  • Figure 1-3: Number of U.S. Households, 2000-2008 (in millions of households)
• Housing Boom Creates Demand for Organization
• Easy Credit Drives Consumption
• Larger U.S. homes but trending smaller
• Americans Love Big Garages
  • Table 1-2: Type of Parking Facility of New One-Family Houses Completed (percent)
• Big Spenders, Non-Savers
• Lower Prices Drive Spending
• Bulk Buying Takes Up Space
• Investing in the Home
• Gardening Boosts Shed Sales
• Demographics Continue To Boost Storage Need
• Raw Material Prices Impact Manufacturers

Market Projections

• Slower Growth in Future
  • Figure 1-4: Projected U.S. sales of garage and shed storage, 2008-2013 (in billions of dollars)

The Marketers

• Mergers, Acquisitions, Divestitures

Market and Product Trends

• Easy Assembly Still Drives DIY Market
• Specialty items continue to grow
• Creating Space
• Bigger is Better
• Selling Value
• Toughness to Appeal to Men
• Aesthetics to Appeal to Women
• Eco-friendly Initiatives Begin to Emerge
• The Emotion of Organization
• A Storage Crisis
• Organization Reduces Stress
• Peace of Mind
• Outdoor Sheds Not Just for Garden Tools

Market Dynamics

• Distribution Channels
• Installed Versus DIY Trends
• Installed Segment Local, Regional, Struggling
• DIY Segment Stressing Price, Convenience
• Retail outlets
• Exclusivity
• Lowe' s, Home Depot Target Women
• Internet Sells, Promotes and Educates
• Marketing and Promotion Trends
• Contests And Sweepstakes Still Popular
• Product Placement Provides Exposure
• Sponsorships Generate Publicity
• Spokesperson Connects with Consumers
• Price Promotions Stress Value
• Dealer Incentives Encourage Sales
• Leveraging Partnerships Extends Reach
• Selling Homebuilders and Home Sellers
• Branding Continues to Be Important
• Licensing Popular Brands
• Some Store Brand Activity
• Branding Commodities
• Shed Brands Communicate Functionality

The Consumer

• Same Percentage of Households Spend More and Less Than $1,000 Annually on Home Improvements
• Sixty Percent of Households Do It Themselves with Home Improvements
• Other Spaces Higher Priorities Than Garage
• Younger Families With Higher Incomes, Advanced Educations Tend to Remodel Basements, Attics and Garages
• Purchase of Storage Sheds Remains Steady
• Majority of Households Spend More Than $500 on Sheds
• 75% of Households Assemble and Install Sheds Themselves
• Older Boomers With Larger Families, Young Children More Likely to Have Bought Sheds
• Southeast is Strongest Region for Sheds
• Boomers and College Graduates More Likely to Have Bought Garage Doors
• Central Region Strongest for Garage Doors
• Psychographic Traits of Remodelers and Shed Buyers
• Consumers Want Quality, Performance and Closet Storage
• Consumers Value Quality and Performance Most
• Closet Storage Most in Demand
• Consumers Do Want Large, Organized Garages
• Listening to Women
• Enormous Purchasing Power
• She Wants to Eliminate Clutter
• Builders Take "Women-Centric" Approach
• Do-It-Herself
• Consumers Say They Want Green Products
• Consumers Want But Don' t Often Buy Green
• Organization Calms Consumers
• Empty Nest Not So Empty
• Empty Nesters Downsizing
• Boomerangers Come Home
• A Fuller House for the Sandwich Generation

Chapter 2: The Market

• Scope of the Report
• Methodology

Product Definitions

The Market

• A Robust Market Slows Down
  • Figure 2-1: U.S. Sales of Garage and Shed Storage, 2004-2008 (in millions of dollars)...
  • Figure 2-2: Sales by Product Category, 2008 (percent)
• Garage Organization Products and Sheds About 2% of Housewares
  • Table 2-1: U.S. Retail Sales of Housewares 2007 (in billions of dollars)
• Regional Differences
  • Figure 2-3: New One Family Houses Sold, Percent with Basements, 2007
• U.S. is Global Garage Organization and Shed Leader

Factors Affecting Growth

• Increasing number of households
  • Figure 2-4: Number of U.S. Households, 2000-2008 (households in millions)
• Housing Boom Creates Demand for Organization
  • Table 2-2: Percent of Home Ownership, 1990-2008
  • Figure 2-5: U.S. Quarterly Homeownership Rates, 2004-2008 (percent)
  • Table 2-3: Annual Existing Home Sales, 2002-2008
  • Table 2-4: Annual New Home Sales/Median Annual Sales Price, 1995-2008
  • Table 2-5: Quarterly House Price Appreciation, 2005-2008 (percent)
  • Table 2-6: Annual Housing Starts 2000-2008, Single Family Homes
• Easy Credit Drives Consumption
  • Figure 2-6: Average Mortgage Rates, 2005-2008 (percent)
  • Figure 2-7: First-Time Home Buyer Index in U.S., 2005-2008 (index)
  • Figure 2-8: Consumer Credit in U.S., 2003-2008 (in billions of dollars)
  • Figure 2-9: Home Mortgage Borrowing in U.S., 2003-2008 (in billions of dollars)
• Larger U.S. homes but trending smaller
  • Table 2-7: Median Square Feet of Floor Area, New One Family Houses, 1985-2007
• Americans Love Big Garages
  • Table 2-8: Type of Parking Facility of New One-Family Houses Completed (percent)
• Big Spenders, Non-Savers
  • Table 2-9: Personal Income and Its Disposition, 2001-2008 (in billions of dollars)
  • Figure 2-10: U.S. Quarterly Personal Consumption Expenditures and Gross Domestic Product, 2005-2008 (in billions of dollars)
• Lower Prices Drive Spending
  • Figure 2-11: Consumer Price Index (CPI) Department Store Durable Goods, Dec. 1998-Jan. 2009
• Bulk Buying Takes Up Space
  • Table 2-10: Club Store Sales and Membership, 2002-2008 (in billions of dollars and millions of members)
• Investing in the Home
  • Table 2-11: U.S. Average Annual Consumer Expenditures, 2006 (percent)
  • Table 2-12: Annual Home Remodeling Expenditures, 1995-2008 (in billions of dollars)
  • Table 2-13: Home Improvement Products Sales (in billions of dollars)
• Self Storage Decline Could Boost Home Storage
• Gardening Boosts Shed Sales
• Demographics Continue To Boost Storage Need
• Raw Material Prices Impact Manufacturers
  • Figure 2-12: Producer Price Index (PPI) of Crude Petroleum, 2005-Jan. 2009
  • Figure 2-13: Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2004-Jan. 2009
  • Figure 2-14: Producer Price Index (PPI) of Metals and Metal Products, 2005-Jan. 2009
  • Figure 2-15: Producer Price Index (PPI) of Lumber and Wood Products, 2005-Jan 2009

Market Projections

• Slower Growth in Future
  • Figure 2-16: Projected U.S. Sales of Garage and Shed Storage, 2008-2013 (in billions of dollars)
  • Figure 2-17: Number of U.S. Households, 2007-2010 (in millions of households)

Chapter 3: The Marketers

• Mergers, Acquisitions, Divestitures

Whirlpool Corporation

• Overview
• Products
  • Table 3-1: Gladiator GarageWorks Products
• Promotion

Stack-On Products Company

• Overview
• Products
  • Table 3-2: Stack-On Products

Sauder Woodworking

• Overview
• Products
  • Table 3-3: Sauder Woodworking Garage Organization Products

Newell Rubbermaid Inc.

• Overview
• Performance
  • Table 3-4: Newell Rubbermaid' s Sales 2004-2008 (in millions of dollars)
  • Table 3-5: Newell Rubbermaid Sales Composition, 2008 (in millions of dollars and percent of total)
• Product portfolio
  • Table 3-6: Rubbermaid Garage and Shed Storage Products
• Distribution
• Advertising and Promotion

Stanley ZAG

• Overview
• Products
  • Table 3-7: Stanley ZAG Garage Organization Products

Storage Squared

• Overview
  • Table 3-8: Storage Squared Products

GarageMaid

• Overview
  • Table 3-9: GarageMaid Products

FoldAWay Storage Systems

• Overview
  • Table 3-10: FoldAWay Storage Systems Products

Emerson Electric Co

• Company Profile
• Performance
• Product portfolio
  • Table 3-11: Emerson Electric Garage Organization Products
• Distribution

California Closets

• Overview
• Performance
• Product portfolio
  • Table 3-12: California Closets Garage Organization Products
• Advertising and Promotion

Elfa

• Overview
• Performance
• Product portfolio
  • Table 3-13: Elfa Garage Organization Products
• Strategy and Positioning
• Distribution

Schulte Corporation

• Overview
• Products
  • Table 3-14: Schulte Garage Organization Products
• Distribution
• Promotion

Windquest Companies

• Overview
• Products
  • Table 3-15: Windquest Garage Organization Products

Racor

• Kevin Shaha, president of Racor
• Overview
• Product portfolio
  • Table 3-16: Racor Garage Organization Products

Slide-Lok

• Overview
• Products
  • Table 3-17: Slide-Lok Garage Organization Products
• Promotion

Sterilite

• Overview
• Product portfolio
  • Table 3-18: Sterilite Products

Home Products International

• Overview
• Product portfolio
  • Table 3-19: Home Products International Organization Products

Myers Industries, Inc

• Overview
• Products
  • Table 3-20: Myers Industries Products

Iris USA

• Overview
• Product portfolio
  • Table 3-21: Iris USA Products

HyLoft Inc

• Overview
• Products
  • Table 3-22: Hyloft Products

BH North America

• Overview
  • Table 3-23: BH North America Products

Storewall LLC

• Overview
• Promotion
• Products
  • Table 3-24: Storewall Products

HandiSolutions

• Overview
  • Table 3-25: HandiSolutions Organization Products

Spacewall International

• Overview
• Products
  • Table 3-26: Spacewall International Products

Redline Garage Gear

• Overview
• Products
  • Table 3-27: Redline Garage Gear Products

Gracious Living Industries

• Overview
• Products
  • Table 3-28: Gracious Living Home Organization Products

Bald Head Cabinets

• Overview
• Products
  • Table 3-29: Bald Head Products

Diamond Life

• Overview
• Products
  • Table 3-30: Diamond Life Products

RSI Home Products

• Overview
• Products
  • Table 3-31: RSI Garage Organization Products

ModuLine

• Overview
• Products
  • Table 3-32: ModuLine Products

Hercke International, LLC.

• Overview
• Products
  • Table 3-33: Hercke International Products

GarageTek Inc

• Overview
• Products
  • Table 3-34: GarageTek Products

House Wall Garage System

• Overview
• Products
  • Table 3-35: House Wall Garage System Products

Premier Garage

• Overview
• Promotion
• Products
  • Table 3-36: Premier Garage Products

Vault

• Overview
• Products
  • Table 3-37: Vault Products

Arrow Group Industries

• Overview
• Products
  • Table 3-38: Arrow Group Products

Duramax Building Products

• Overview
• Products
  • Table 3-39: Duramax Products

Suncast Corporation

• Overview
• Products
  • Table 3-40: Suncast Products

Tuff Shed Inc

• Overview
• Promotion
• Products
  • Table 3-41: Tuff Shed Products

Backyard Products, LLC

• Overview
• Products
  • Table 3-42: Backyard Products LLC Products

Reynolds Building Systems

• Overview
  • Table 3-43: Reynolds Building Systems Products

Barrette

• Overview
• Products
  • Table 3-44: Barrette Products

Lifetime Products

• Overview
• Products
  • Table 3-45: Lifetime Products

Outstanding Solutions Ltd

• Overview
• Products
  • Table 3-46: Outstanding Solutions Products

Step 2 Company

• Overview
• Products
  • Table 3-47: Step 2 Storage Products

Finley Products

• Overview
  • Table 3-48: Finley Products

Little Cottage Company

• Overview
  • Table 3-49: Little Cottage Company Products

Chapter 4: Market and Product Trends

• Easy Assembly Still Drives DIY Market
• Hercke Cabinets Assembled In Seconds
• GarageMaid' s Interlocking Connections
• EZup Easy to Assemble Sheds
• Specialty items continue to grow
• Gladiator Claw
• Organizing Totes
• Creating Space
• Off The Wall
• New Way to Store on Walls
• Easier Access
• Cabinetry Storage
• Loft-It In The Air
• Bigger is Better
• Selling Value
• Toughness to Appeal to Men
• Truck-bed toughness comes to storage cabinetry
• Steel signals strength
• Heavy duty
• Powder Coating
• Aesthetics to Appeal to Women
• Design and Style
• Color
• Eco-friendly initiatives begin to emerge
• Garage Envy Green Garage
• Premier Garage PG Green
• Windquest EcoElements
• Slide-Lok' s Eco-Friendly Plywood
• Eco-Nize is Eco-Friendly
• Homz Hybrid Collection
• The Emotion of Organization
• A Storage Crisis
• Organization Reduces Stress
• Peace Of Mind
• Outdoor sheds not just for garden tools
• New Product Introductions
  • Table 4-1: Select Garage Organization Products and Shed Introductions

Chapter 5: Market Dynamics

• Distribution Channels
• Installed Versus DIY Trends
• Installed Segment Local, Regional, Struggling
• DIY Segment Stressing Price, Convenience
• Retail Outlets
• Exclusivity
• Lowe' s, Home Depot Target Women
• Internet Sells, Promotes and Educates
• Marketing and Promotion Trends
• Contests and Sweepstakes Still Popular
• Product Placement Provides Exposure
• Sponsorships Generate Publicity
• Spokesperson Connects with Consumers
• Price Promotions Stress Value
• Dealer Incentives Encourage Sales
• Leveraging Partnerships Extends Reach
• Selling Homebuilders and Home Sellers
• Branding Continues to Be Important
• Licensing Popular Brands
• Some Store Brand Activity
• Branding Commodities
• Shed Brands Communicate Functionality

Chapter 6: The Consumer

• Same Percentage of Households Spend More and Less Than $1,000 Annually on Home Improvements
  • Figure 6-1: Total Home Improvement Spending (percent of households)
• Sixty Percent of Households Do It Themselves with Home Improvements
  • Figure 6-2: Who Does Home Improvement (percent of households)
• Other Spaces Higher Priorities than Garage
  • Table 6-1: Households Added or Remodeled Garage, 2006 and 2008 (percent of households)
• Younger Families with Higher Incomes, Advanced Educations Tend to Remodel Basements, Attics and Garages
  • Table 6-2: Demographic Profile of People who Remodeled Basement/Attic/Garage, 2008 (index)
• Purchase of Storage Sheds Remains Steady
  • Table 6-3: Home Improvement Purchases, 2006 and 2008 (percent of households)
• Majority of Households Spend More Than $500 on Sheds
  • Figure 6-3: Amount Spent on Storage Sheds (percent of households)
  • Figure 6-4: Storage Shed Spending Compared to Garage Products, 2008 (percent of households)
• 75% of Households Assemble and Install Sheds Themselves
  • Figure 6-5: Installation of Sheds and Garage Products (percent of households)
• Older Boomers with Larger Families, Young Children More Likely to Have Bought Sheds
  • Table 6-4: Demographic Profile of People Buying Storage Sheds, 2008 (index)
• Southeast is Strongest Region for Sheds
  • Figure 6-6: Storage Shed Purchases by Region, 2006 and 2008
• Boomers and College Graduates More Likely to Have Bought Garage Doors
  • Table 6-5: Demographic Profile of People Buying Garage Doors, 2008 (index)
• Central Region Strongest for Garage Doors
  • Figure 6-7: Garage Door Purchase by Region, 2006 and 2008
• Psychographic Traits of Remodelers and Shed Buyers
  • Table 6-6: Psychographic Traits of Remodelers and Shed Buyers (index)
• Consumers Want Quality, Performance and Closet Storage
• Consumers Value Quality and Performance Most
  • Table 6-7: Most Important Factor When Purchasing Storage Products, 2008 (percent)
• Closet Storage Most In Demand
  • Table 6-8: Home Area Where Consumers Will Most Likely Use New Storage Container, 2008 (percent)
• Consumers Do Want Large, Organized Garages
• Listening to Women
• Enormous Purchasing Power
• She Wants to Eliminate Clutter
• Builders Take "Women-Centric" Approach
• Do-It-Herself
• Consumers Say They Want Green Products
• Consumers Want But Don' t Often Buy Green
• Organization Calms Consumers
• Empty Nest Not So Empty
• Empty Nesters Downsizing
• Boomerangers Come Home
• A Fuller House for the Sandwich Generation

Appendix