Product category:
Power Tools
News Release from: Earlex | Subject: Earlex Wallpaper Stripper
Edited by the Buildingtalk Editorial
Team on 10 May 2006
Earlex celebrates 6 millionth steamer
sale
Steam wallpaper stripper: the ultimate labour saving device that has saved many millions of man hours and now sold more than 6 million units worldwide.
Strong brands will boost flagging DIY sales say Earlex Reliability is back, say decorating power tool manufacturers Earlex! New research by the brand leader shows that consumers now rate durability alongside innovation and when it comes to power tools and they are out shopping for products that last
This article was originally published on Buildingtalk on 16 Sep 2005 at 8.00am (UK)
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Earlex believes this research holds important indicators for the future of the DIY industry.
And in spite of a slowdown in the decorating frenzy of the past decade, the brand leader is bullish about the future of the category they created with their steam wallpaper strippers.
Says Earlex chairman, Julian Baseley, 'With the Earlex Wallpaper Stripper we've created a category that is worth £8m and is the fourth biggest selling product line in the power tools market.
Demand is still strong, but to sustain growth we need to build consumer loyalty and confidence with products that will last longer than one decorating project'.
'This month we sold our 6 millionth steamer, but we know that we've still got products in use out there that are nearly 15 years old and still steaming!' Industry analysts predict that many consumers are now more inclined to get someone in, but there are still an estimated 10 million serious DIYers out there and Earlex predicts that they are the ones who want to buy a tool that will do the job properly and last.
Concluded Julian, 'We've seen this clearly in the power drills category where consumers are even prepared to trade up to a professional product and the quality brands still dominate.'.
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