How Waxman created product lines that became staples in American homes.
Distribution power was only part of Waxman’s story – branding became its secret weapon. Recognizing that retailer shelf space was valuable, Waxman built its own brands that would be instantly recognizable to consumers.
Situation
Private-label products were gaining popularity in retail. Waxman’s leadership saw an opportunity to control product presentation, quality, and marketing by creating proprietary brands.
Strategy
Develop strong, differentiated brands in key categories to foster customer loyalty and provide retailers with high-margin, exclusive product offerings.
Execution
- Launched PlumbCraft for reliable, affordable plumbing solutions.
- Created Electracraft for durable electrical products.
- Introduced Fancraft for ceiling fan accessories and decorative items.
- Built a sourcing network in Taiwan (supplying 25% of products by 1989) to maintain competitive pricing.
Results
These brands became staples in hardware aisles nationwide, offering consistent quality that consumers trusted and retailers valued.
Key Facts
- Brand Launches: 1980s
- Products: Plumbing, electrical, ceiling fan accessories
- Market Impact: Increased brand recognition and retail shelf share
Legacy & Lessons Learned
Owning brands allowed Waxman to control the customer experience from factory to store shelf, securing a competitive advantage in a crowded market.