What the Butler launched.
Butler Home had one of the largest volumes of product introductions at the show. New for the cleaning-products manufacturer were expansions in its Love 2 Clean line into brooms; the Mr. Clean Breeze spray mop which can use any cleaning agent; a line of sponges under the Dawn brand, one group with a patented triangle shape and another group of cellulose compressed sponges; and the Duo Sponge Cloth, with one side made of cellulose with a cotton scrim embedded inside.
A particularly noteworthy display in the Butler booth previewed the company's new licensed Black & Decker line, which Butler will formally launch at the National Hardware Show in Las Vegas in May. This collection consists of mops, push brooms, wet mops, scrub brushes, window cleaners and dust pans.
Noting the high level of recognition for the Black & Decker brand, Michael Silverman, Butler's senior vice president of marketing, said, "This license is a natural because Black & Decker is in every room of the house."
Butler also used the Housewares Show to unveil its new Butler Ultra brand. Silverman described this grouping an up-market line, comparable to the Mr. Clean and Dawn collections but branded as Butler.