Closet and laundry storage

Channel analysis
Sales of closet storage and laundry storage declined 1.3% and 1.5%, respectively, in the 12 months ended July 31, according to consumer research from Port Washington, N.Y.-based NPD Group. Dollar volume, according to NPD, was about $2.94 billion for storage in the closet, and about $180 million in the laundry room. Unit volume declined more than dollar volume, indicating an increase in average ticket.

As expected, warehouse home centers and mass merchants lead the way in sales, but specialty stores are showing the fastest growth in closet market share.

Demographic analysis
Younger consumers are driving sales of closet and laundry storage. The logical explanation is that these consumers are outfitting new homes with the necessary organization. However, it is the 35-to-54 age group that is showing growth in laundry.

Product attributes
One word: Plastic.

Plastic accounted for 53.7% of closet storage organization material in 2011, down slightly from 2001, but way up from 2009. Closet storage type has shown very little change from year to year, with a slight uptick in boxes and a slight downturn in closet kits.

Purchase motivators
Purchase motivators are very similar across the board for both closet, and laundry storage and organization. In deciding on retailers, the key consideration for the consumer is “price.”

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