"The big news this year is the warm reception consumers gave when we added to our assortment of lithium and lithium ion products," observes Steven Yde, Wahl's director of marketing. "Many of them are now on their way to being industry leaders in their respective segments."
In addition to the Lithium Ion Trimmer, the complete line includes such recent products as the Lithium Ion 3-in-1 Shaver and Trimming System, Lithium Ion+ Stainless Steel Trimmer and Lithium Ion Clipper Kit.
"Each product is a standout with such benefits as more power, longer run time and quicker charging for onetime use over standard models," Yde explains. "One such hit was the Lithium Pen Trimmer, a powerful detailer with a lithium-cell battery that offers years of use before needing to be replaced."
The company's Lithium Micro Groomsman Personal Trimmer exploded on the scene, with the product soaring near the top in its first year of distribution, while Wahl's Lithium Ion shaver continues to grow and the Lithium Ion Trimmer is in the top two in the nation.
Consumers may be rapidly warming to the new lineup of Wahl Lithium Ion products, but Yde notes that the company invested nearly two years of research--applying its proprietary lithium ion technology with a goal of maximizing overall performance--before releasing them to retailers.
"The time spent in perfecting our lithium ion technology and designing our products has resulted in a winning situation for everyone," he says. "Consumers get the higher-end, premium-level products they wanted, while retailers gain the upsell opportunities they sought."
Wahl continues to innovate in such other areas as a lineup of handheld massagers, including the new Deep Tissue Percussion Massager, Heat Therapy Massager and Mini-Wand Massager, all of which support a new pain management positioning that has led to triple-digit sales growth over the past year in an otherwise depressed category.
"Our new massagers that launched last year have also been a big hit, giving us top positions in handhelds in the USA this year," Yde adds. "It has moved us into the No. 2 slot in the category from literally not even registering a few years ago."
These and other products have driven Wahl to its sixth consecutive year of record growth, and Yde says the company looks forward to a great 2013, which will see an expansion of distribution of Wahl's latest and greatest products.
Wahl also has expanded its home pet products, opening up with a full line of natural pet shampoos aimed at meeting the needs of discerning consumers. The line includes new natural shampoos, pet clipper kits, trimmer kits and such grooming tools as a shedding brush, slicker brush and soft brush, and nail cutters. Yde expects the expanded lineup to help Wahl continue its unprecedented sales growth in this category while also better positioning the company long term,
"One of the stars to look for in 2013 is our brand new line of Dog Shampoos, which were first introduced this year," he says. "They were consumer favorites and have demonstrated strong consumer buy-in. The research and development we put into the product is quickly paying dividends in performance at retail."
Wahl Clipper Corp.
2900 N. Locust St., Sterling, III. 61081
Phone: (800) 347-4627
Key contact: Bruce Kramer, vice president of consumer sales and marketing, North America