Rayovac 2010 Annual Report Download - page 15

insects, especially mosquitoes. These products include both personal repellents, such as aerosols, pump sprays
and wipes as well as area repellents, such as yard sprays, citronella candles and torches. Our largest brands in the
insect control category include Hot Shot, Cutter and Repel. Our herbicides, garden and indoor plant foods and
plant care treatment brands include Spectracide, Real-Kill and Garden Safe. We have positioned ourselves as the
value alternative for consumers who want products that are comparable to, but sold at lower prices than,
premium-priced brands.
Electric Shaving and Grooming
We market and sell a broad line of electric shaving and grooming products under the Remington brand
name, including men’s rotary and foil shavers, beard and mustache trimmers, body trimmers and nose and ear
trimmers, women’s shavers and haircut kits.
Small Appliances
In the small appliances category, we market and sell a broad range of products in three major product
categories: branded small household appliances, pet and pest products, and personal care products. We market a
broad line of small kitchen appliances under the George Foreman, Black &Decker, Russell Hobbs, Farberware,
Juiceman, Breadman and Toastmaster brands, including grills, bread makers, sandwich makers, kettles, toaster
ovens, toasters, blenders, juicers, can openers, coffee grinders, coffeemakers, electric knives, deep fryers, food
choppers, food processors, hand mixers, rice cookers and steamers. We also market small home product
appliances, including hand-held irons, vacuum cleaners, air purifiers, clothes shavers and heaters, primarily under
the Black & Decker and Russell Hobbs brands. Pet products include cat litter boxes sold under the LitterMaid
brand. The consumable accessories including privacy tents, litter carpets, crystal litter cartridges, charcoal filters,
corn-based litter and replaceable waste receptacles. The pest control products include pest control and repelling
devices that use ultra-sonic sound waves to control insects and rodents, primarily in homes. Russell Hobbs’
personal care products in the small appliances category include hand-held dryers, curling irons, straightening
irons, brush irons, air brushes, hair setters, facial brushes, skin appliances and electric toothbrushes, which are
primarily marketed under the Russell Hobbs, Carmen and Andrew Collinge brands.
Electric Personal Care Products
Our electric personal care products, marketed and sold under the Remington brand name, include hair
dryers, straightening irons, styling irons and hair setters.
Portable Lighting
We offer a broad line of battery-powered, portable lighting products, including flashlights and lanterns for
both retail and industrial markets. We sell our portable lighting products under the Rayovac and VARTA brand
names, under other proprietary brand names and pursuant to licensing arrangements with third parties.
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 generally are made through the use of
individual purchase orders, consistent with industry practice. Retail sales of the consumer products we market
have been increasingly consolidated into a small number of regional and national mass merchandisers. This trend
towards consolidation is occurring on a worldwide basis. As a result of this consolidation, a significant
percentage of our sales are attributable to a very limited group of retailer customers, including, Wal-Mart, The
Home Depot, Carrefour, Target, Lowe’s, PetSmart, Canadian Tire, PetCo and Gigante. Our sales to Wal-Mart
represented approximately 22% of our consolidated net sales for the fiscal year ended September 30, 2010. No
other customer accounted for more than 10% of our consolidated net sales in the fiscal year ended September 30,
2010.
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