Rayovac 2014 Annual Report Download - page 16

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Net sales of each product category sold, as a percentage of net sales of our consolidated operations, is set
forth below.
Percentage of Total Company
Net Sales for the Fiscal Year Ended
September 30,
2014 2013 2012
Hardware and home improvement products .............................. 26% 21% —%
Consumer batteries ................................................. 22% 23% 29%
Small appliances ................................................... 16% 18% 24%
Pet supplies ....................................................... 14% 15% 19%
Home and garden control products ..................................... 10% 10% 12%
Electric shaving and grooming products ................................ 6% 7% 8%
Electric personal care products ........................................ 6% 6% 8%
100% 100% 100%
Hardware and Home Improvement Products
In the hardware and home improvement product category we market and sell a broad range of residential
locksets and door hardware, including knobs, levers, deadbolts, handlesets and electronics. We offer our security
hardware under three main brands, Kwikset, Weiser and Baldwin. On a global basis we are one of the largest
producers of tubular residential locksets. Kwikset includes opening to mid-price point residential door hardware
sold primarily in the U.S. retail and wholesale channels. Products are offered under the three brands Safe Lock,
Kwikset and Kwikset Signature Series. Weiser offers opening to mid-price point residential door hardware sold
primarily in the Canadian retail and wholesale channels. Baldwin offers high price point luxury hardware sold
globally through the showroom and lumber yard channels.
As a demonstration of our design and engineering team’s ability to innovate, our patented SmartKey
technology enables consumers to easily rekey their locks without hiring a locksmith. SmartKey continues to win
market share across all channels of distribution and provides opportunities for further growth. Market share gains
stemming from our SmartKey products further augment our overall market share in the residential lockset space.
Also in security, we are capitalizing on the emerging trend in home automation and have developed further
innovation in electronics where we utilize open-platform electronics to build scalable partnerships with
technology and access control industry leaders.
We also offer other hardware products that include hinges, security hardware, screen and storm door
products, garage door hardware, window hardware and floor protection under the Stanley and National Hardware
brand names throughout the U.S. and Canada. Although the product line is largely harmonized between the
brands, the dual branding approach has been utilized to protect legacy business with key customers and avoid
channel conflict.
Furthermore, we provide kitchen, bath and shower faucets as well as other plumbing products through our
Pfister brand. Pfister is recognized for bringing showroom styles to the mass market at affordable prices and
offers a lifetime warranty on all of its products. We have combined robust customer collaboration with consumer
driven research to drive innovative products that are well-received by the market. With its affordable, quick-to-
market and custom designed solutions, Pfister has an established capability to effectively service hospitality and
international markets. Pfister seeks to differentiate itself from competition through its breadth of styles and
finishes designed to meet consumer, plumber and builder needs.
Consumer Batteries
We market and sell a full line of alkaline batteries (AA, AAA, C, D and 9-volt sizes) to both retail and
industrial customers. Our alkaline batteries are marketed and sold primarily under the Rayovac and VARTA
4