Rayovac 2004 Annual Report Download - page 20

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medical instrumentation. Our lithium coin cells are high-quality lithium batteries marketed for use in
instrumentation, calculators and personal computer clocks and memory back-up systems.
Hearing Aid Batteries
We are currently the largest worldwide seller of hearing aid batteries. We sell our hearing aid batteries
through retail trade channels and directly to professional audiologists under several brand names and under
several private labels, including Beltone, Miracle Ear, Siemens and Starkey.
Lighting Products
We sell our lighting products under the Rayovac and VARTA brand names, under other brand names and
under licensing arrangements with third parties. We offer a broad line of battery-powered lighting products,
including flashlights, lanterns and similar portable devices, for the retail and industrial markets.
Electric Shaving and Grooming Products
We market a broad line of electric shaving and grooming products, including men’s rotary and foil shavers,
women’s shavers, beard and mustache trimmers, nose and ear trimmers, haircut kits and related accessories. We
market electric shaver accessories consisting of shaver replacement parts (primarily foils and cutters), pre-shave
products and cleaning agents. Remington is the only brand of men’s electric shavers to offer both a foil-design
product line and a rotary-design product line.
Other Personal Care Products
Our hair care products consist of hair dryers, hairsetters, curling irons, hair crimpers and straighteners, hot
air brushes and lighted mirrors. Our wellness products consist primarily of paraffin wax hand spas and foot spas.
Sales and Distribution
We sell our products through a variety of trade channels, including retailers, wholesalers and distributors,
hearing aid professionals, industrial distributors and OEMs. Our sales to Wal-Mart Stores, Inc. represented
approximately 19% of consolidated net sales for fiscal 2004 and no other customer accounted for more than 10%
of our consolidated net sales in fiscal 2004.
North America
We align our internal sales force by distribution channel. We maintain separate sales forces primarily to
service (i) our retail sales and distribution channels, (ii) our hearing aid professionals and (iii) our industrial
distributors and OEM sales and distribution channels. In addition, we use a network of independent brokers to
service participants in selected distribution channels.
Europe/ROW
We maintain a separate sales force in Europe/ROW and utilize an international network of distributors to
promote the sale of all of our products. We have sales operations throughout Europe/ROW organized by three
sales channels: (i) food/retail, which includes mass merchandisers, discounters, drug and food stores and
non-food stores; (ii) special trade, which includes clubs (cash/carry), consumer electronics stores, department
stores, photography stores, hearing aid professionals and wholesalers/distributors, and (iii) industrial, government
and OEMs.
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