The 1980s
Building Enduring Brands
How Waxman created product lines that became staples in American homes.
- Brand launches
- The 1980s
- Products
- Plumbing, electrical, ceiling fan accessories
- Market impact
- Greater brand recognition and retail shelf share
The situation
Distribution power was only part of Waxman's story. Branding became its secret weapon. Private-label products were gaining popularity in retail, and Waxman's leadership saw an opportunity to control product presentation, quality, and marketing by creating proprietary brands. Retailer shelf space was valuable, and Waxman wanted its own names on it.
The strategy
Develop strong, differentiated brands in key categories to foster customer loyalty and give retailers high-margin, exclusive product offerings.
The 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.
The results
These brands became staples in hardware aisles nationwide, offering consistent quality that consumers trusted and retailers valued.
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