| THE STANLEY WORKS
ENTERS OUTDOOR POWER EQUIPMENT MARKET
WITH GXi INTERNATIONAL
Leader in hand tool industry
partners with leader in outdoor power equipment
to offer DIY-ers and tradesmen an innovative new line of outdoor
power products
NEW YORK, April 7, 2008 —
The Stanley Works, a market leader in hand tools, today announced
that it will expand into the sizable market of outdoor power equipment
with the help of GXi International, a leading manufacturer and
marketer of quality outdoor power equipment. As a new Stanley
licensee, GXi’s outdoor power division, GXi Outdoor Power,
LLC, will develop a wide array of innovative products under the
Stanley name. The Beanstalk Group, the world’s leading licensing
and branding consultancy, brought the two new partners together.
“New market expansion will continue to build
the Stanley brand as we work to achieve our long-term growth strategy,”
said Scott Bannell, Vice President of Corporate Brand Management
at The Stanley Works. “Products such as pressure washers,
generators and air compressors are industry staples for the outdoor
power equipment market and specifically target tradesmen and experts,
Stanley’s core audience.”
The new products will include pressure washers,
generators, lawn mowers and air compressors, all of which are
set to launch in spring 2009 at independent outdoor power equipment
dealers, industrial distributors, home and garden centers, hardware
specialty retailers, farm and fleet centers, mass merchandisers,
and wholesale chains.
“The Stanley outdoor power equipment product
line will offer consumers power solutions for their everyday outdoor
needs as well as commercial outdoor power equipment for experts
and tradesmen,” said Gordon Jackson, president, GXi International.
“But all products, both for DIY consumers and tradesmen,
will feature the consumer-friendly design aesthetic that has made
Stanley so widely trusted in the marketplace.”
“The Stanley Works licensing and brand extension
program is truly one of the great success stories in the industry,”
added Michael Stone, president and CEO of The Beanstalk Group.
“The addition of outdoor power equipment to the larger program
will not only introduce even more DIY-ers and tradesmen to The
Stanley Works, but also open up major distribution channels within
the commercial and industrial market for the brand. The Beanstalk
Group is thrilled to continue its long relationship with Stanley
and extremely pleased to begin a new relationship with GXi International.”
About The Stanley Works
The Stanley Works, an S&P 500 company, is a diversified worldwide
supplier of tools and engineered solutions for professional, industrial,
construction and do-it-yourself use, and security solutions for
commercial applications.
More information about The Stanley Works can be
found at www.stanleyworks.com.
About GXi International
GXi is a leader in the development, engineering, distribution,
and servicing of a broad range of commercial duty power equipment
and related accessories. GXi differentiates itself through innovation,
engineering talent, and superior customer service. The core team
includes experienced program managers, a creative marketing team,
and an engineering team that is at the forefront of outdoor power
equipment technology.
GXi’s marketplace philosophy is to offer
commercial duty power equipment with new and innovative features
at competitive wholesale and retail price points. Its target markets
include the professional market and the high-end, cross-over DIY
market. The company’s focus is to provide its customers
with the best value in the power equipment industry.
GXi is headquartered in Clayton, North Carolina,
about 15 miles southeast of Raleigh. Product development, assembly,
packaging, warehousing, distribution, parts and service capabilities
are located in North Carolina and in California.
More information about GXi International can be
found at http://www.dekpowerusa.com/.
About The Beanstalk Group
The Beanstalk Group is the world’s leading brand licensing
consultancy. Beanstalk extends brands the smart way through careful,
strategic, and creative development of licensed products. The
company works with blue-chip brands and other high-profile clients
to leverage licensing as a strategic tool to enhance brand awareness,
increase consumer touch points, and generate revenue. Beanstalk
also works with manufacturers to help identify and acquire compelling
brands and properties to help them gain competitive advantage
in the marketplace.
Beanstalk is the licensing agency of record for
40 world-class brands. Beanstalk has developed more than 4,000
brand extensions in every major product category, resulting in
more than $3 billion in retail sales in 2007 alone. Headquartered
in New York and London, Beanstalk’s global reach includes
offices throughout the world. For more information, please visit
www.beanstalk.com.
Beanstalk is a part of Omnicom Group Inc. (NYSE:
OMC) (www.omnicomgroup.com).
Omnicom is a leading global advertising, marketing and corporate
communications company.
For more information please contact:
Lindsey Schiffman
The Beanstalk Group
lindsey.schiffman@beanstalk.com
Tel: (212) 303-1142
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