Rayovac 2015 Annual Report Download - page 18

Segment Products Brands Regions
Global Auto
Care(1)
Auto care: Aftermarket appearance products;
performance chemicals & additives; do-it-
yourself air conditioner recharge products.
Auto care: Armor All, STP,
A/C PRO.
North America
Europe/MEA
Latin America
Asia-Pacific
(1) On May 21, 2015, the Company acquired Armored AutoGroup Parent, Inc. (“AAG”). For more information
pertaining to the AAG acquisition, see Note 3, “Acquisitions” in the Notes to the Consolidated Financial
Statements included elsewhere in this Annual Report.
Our operating performance is influenced by a number of factors including: general economic conditions;
foreign exchange fluctuations; trends in consumer markets; consumer confidence and preferences; our overall
product line mix, including pricing and gross margin, which vary by product line and geographic market; pricing
of certain raw materials and commodities; energy and fuel prices; and our general competitive position,
especially as impacted by our competitors’ advertising and promotional activities and pricing strategies.
Our Products
Net sales of each product category sold, as a percentage of net sales of our consolidated operations for the
years ended September 30, 2015, 2014 and 2013, are as follows.
2015 2014 2013
Hardware and home improvement products ................................... 26% 26% 21%
Consumer batteries ....................................................... 18% 22% 23%
Small appliances ......................................................... 16% 16% 18%
Pet supplies ............................................................. 16% 14% 15%
Personal care products .................................................... 11% 12% 13%
Home and garden products ................................................. 10% 10% 10%
Auto care products ....................................................... 3% —% —%
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 is sold 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.
Our Kwikset brand has launched the Kevo Bluetooth enabled deadbolt. The Kevo Bluetooth deadbolt turns a
smart phone into a key and allows authorized users to open their Kwikset deadbolt by simply touching the lock.
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