• Scope of the Report
• Methodology
• The Market
  • A Robust Market
    • Figure 1-1 U.S. Sales of Garage and Shed Storage, 2002-2006 ($ in millions)
    • Figure 1-2 Estimated U.S. Sheds and Garages Market Composition, 2006
    • Table 1-1 U.S. Housewares Expenditures, 2001- 2005 ($ billions)
    
    
  • Trends and Factors to Future Growth
    • The Housing Boom
    • Slowing Down the Housing Boom
    • Big Spenders
    • Lower Prices Encourage Big Spending
    • Investing in the Home
    • The Multi-Tasking Home
    • Cocooning - Connecting
    • Clutter Leads to Increased Storage Needs
    • The Great Garage
    • The Multi-Purpose Garage
    • Major Players Drive Growth
    • Demographics Boost Need for Storage
    • Women Are Important Garage and Shed Product Targets
    • Raw Material Prices Impact Manufacturers
    
    
  • Marketers
  • Market Dynamics
    • Specialty Firms and Installers Initially Develop Market
    • Mass Retailers Embrace Category
    • Franchising Popular for Specialty Firms
    • Homebuilders Are Source of Revenue and Exposure
    • Manufacturers Tie-in to Builders
    • Acquisitions
    • Exclusive Relationships and Partnerships Give Competitive
    • Advantage
    • Branding and Co-branding Help Drive Consumer Sales
    • Internet Sles
    • TV Product Placement
    • Event Promotion Key Tactic to Drive Sales
    • Racing Tie-ins Popular
    
    
  • Market Trends
    • Ease of Assembly Key to DIY consumers
    • Customization To Fit Needs
    • Maximizing Space in the Garage
    • Specialty Items Provide More Options
    • Affordability to Reach More Consumers
    
    
  • The Consumer
    • 20% of Households Spend More Than $1,000 Annually on Home Improvements
    • Remodeling and Adding a Garage Not Highest Priorities
    • Big Family, Higher Income Households Tend to Remodel Basements, Attics and Garages
    • Boomers with Big Families and Lower-Priced Homes Tend to Add a Garage
    • Two Percent of Households Purchase Storage Sheds
    • 70% of Households Spend More Than $500 on Sheds
    • Consumers Do It Themselves with Sheds
    • Who Bought Sheds in the Past Year
    
    
  • Market Projections
    • Solid But Slower Growth in Future
    • Figure 1-3 Projected U.S. Sales of Garage and Shed Storage, 2006-2011

Chapter 2 The Market

• Scope of the Report
• Methodology
• Product Definitions
• The Market
  • A Robust Market
  • Figure 2-1 U.S. Sales of Garage and Shed Storage, 2002-2006 ($ in millions)
  • Figure 2-2 Estimated U.S. Sheds and Garages Market Composition, 2006
  • Table 2-1 U.S. Housewares Expenditures, 2001- 2005 ($ billions)
  • Figure 2-3 New One Family Houses Sold - % with basements 2005
  
  
• Trends and Factors to Future Growth
  • The Housing Boom
  • Table 2-2 Percent of Home Ownership
  • Figure 2-4 U.S. Quarterly Homeownership Rates, 2004-2006 (in %)
  • Table 2-3 Annual Existing Home Sales 2002-2006
  • Table 2-4 Annual Housing Starts 2000-2005 - Single Family Homes
  • Table 2-5 Annual New Home Sales/Median Annual Sales Price 1995-2006
  • Table 2-6 Quarterly House Price Appreciation, 2005-2006 (%)
  • Down the Housing Boom
  • Figure 2-5 30-Year Fixed Rate Mortgage, 2005-2006 (in %)
  • Figure 2-6 15-Year Fixed Rate Mortgage, 2005-2006 (in %)
  • Figure 2-7 1-Year Adjustable Rate Mortgage, 2005-2006 (in %)
  • Figure 2-8 Quarterly First-Time Home Buyer Index in U.S., 2005-2006
  • Big Spenders
  • Table 2-7 Personal Income and Its Disposition - 2000-2005 ($ billions)
  • Table 2-8 U.S. Population’s Personal Income and its Disposition, April-November, 2006 ($ billions)
  • Figure 2-9 U.S. Quarterly Personal Consumption Expenditures and Gross Domestic Product, 2004-2006 (in billion $)
  • Lower Prices Encourage Big Spending
  • Figure 2-10 Consumer Price Index (CPI) Department Store Durable Goods, Dec. 1996- Dec. 2006
  • Table 2-9 Costco Fiscal Year Sales and Membership - 2002-2006
  • Table 2-10 U.S. Average Annual Consumer Expenditures, 2004
  • Investing in Home
  • Table 2-11 Annual Home Remodeling Expenditures 1995-2005 - $ millions
  • Table 2-12 Home Improvement Products Sales - $ billions
  • The Multi-tasking Home
  • Cocooning - Connecting
  • Table 2-13 Median square feet of floor area, new one family houses 1985-2005
  • Clutter Leads to Increased Storage Needs
  • The Great Garage
  • Table 2-14 Type of Parking Facility of New One-Family Houses Completed (in %)
  • The Multi-Purpose Garage
  • Major Players Drive Growth
  • Demographics Boost Need for Storage
  • Table 2-15 Percent of Home Ownership by Type of household
  • Table 2-16 Percent of Home Ownership by Age
  • Women Are Important Garage and Shed Product Targets
  • Table 2-17 Attitudes of Men and Women Regarding Garage Cleanliness
  • Raw Material Prices Impact Manufacturers
  • Figure 2-11 Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2004-2006
  • Figure 2-12 Producer Price Index (PPI) of Metals and metal products, 2004-2006
  • Figure 2-13 Producer Price Index (PPI) of Lumber and Wood Products, 2004-2006
  • Market Projections
    • Solid But Slower Growth in Future
    • Figure 2-14 Projected U.S. sales of garage and shed storage, 2006-2011
    • Negative Drivers
    • Positive Drivers

Chapter 3 The Marketers

• Table 3-1 Select Manufacturers
• Whirlpool Gladiator GarageWorks
  • Overview
  • Promotion
  • Products
  • Table 3-2 Gladiator GarageWorks Products
  
  
• Stack-On Products Company
  • Overview
  • Products
  • Table 3-3 Stack-On Gladiator Cadet Line
  
  
• O'Sullivan Industries, Inc.
  • Overview
  • Sales
  • Table 3-4 O’Sullivan Industries Sales, Fiscal Years 2002-2006
  • Products
  • Coleman line
  • Table 3-5 Coleman Garage Products
  
  
• Newell Rubbermaid Inc.
  • Overview
  • Acquisitions and Divestures
  • Table 3-6 Newell Rubbermaid Acquisitions and Divestitures since 1999
  • Sales
  • Table 3-7 Newell Rubbermaid Sales, 2002-2005
  • Table 3-8 Newell Rubbermaid Sales Composition, 2005
  • Rubbermaid
  • Table 3-9 Rubbermaid Garage and Shed Storage Products
  
  
• Stanley ZAG
  • Overview
  • Products
  • Table 3-10 Stanley ZAG Industries Garage Line
  
  
• ClosetMaid Corporation
  • Overview
  • Products
  • Table 3-11 Closetmaid Garage Storage Products
  
  
• California Closets
  • Overview
  • Products
  
  
• Elfa International AB
  • Overview
  • Products
  
  
• Schulte
  • Overview
  • Products
  • Table 3-12 Schulte Products
  • Promotion
  
  
• Racor
  • Overview
  • Products
  • Table 3-13 Racor Products
  
  
• Sauder
  • Overview
  • Products
  • Table 3-14 Hot Rod Garage by Sauder
  
  
• Myers Industries, Inc.
  • Overview
  • Figure 3-1 Myers Industries, Inc. Sales by Segment, 2005
  • Products
  
  
• Slide-Lok
  • Overview
  • Products
  
  
• Sterilite Corporation
  • Overview
  • Products
  • Table 3-15 Sterilite Products
  • Home Products International, Inc.
  • Overview
  • Products
  • Table 3-16 Home Products International Products
  
  
• Spacewall International
  • Overview
  
  
• HyLoft Inc
  • Overview
  • Products
  • Table 3-17 Hyloft Products
  
  
• ONRAX
  • Overview
  
  
• UltiMate Garage
  • Overview
  
  
• Storewall
• Vertex
  • Overview
  • Products
  
  
• Gracious Living
  • Overview
  • Products
  
  
• HandiSolutions
  • Overview
  
  
• Mill’s Pride
  • Overview
  • Products
  • Table 3-18 Mill’s Pride Products
  
  
• Bald Head
  • Overview
  • Products
  
  
• Bestar
  • Overview
  • Products
  • Table 3-19 Bestar Products
  
  
• Diamond Life
  • Overview
  • Products
  • Table 3-20 Diamond Life Products
  
  
• Garage Storage Cabinets
  • Overview
  • Products
  
  
• RSI Home Products
  • Overview
  • Products
  • Table 3-21 Estate by RSI Products
  
  
• ModuLine
  • Overview
  • Products
  • Promotion
  
  
• Metal Line Cabinets
  • Overview
  • Products
  
  
• GarageTek Inc.
  • Overview
  • Products
  • Promotion
  
  
• Housewall
  • Overview
  
  
• Premier Garage
  • Overview
  • Products
  
  
• Designer Garage
  • Overview
  
  
• Garage Envy
  • Overview
  
  
• Vault
  • Overview
  • Products
  
  
• Arrow Group Industries
  • Overview
  • Products
  • Table 3-22 Arrow Products
  
  
• US Polymers Inc.
  • Overview
  • Products
  • Table 3-23 US Polymers Products
  
  
• Suncast Corporation
  • Overview
  • Products
  • Table 3-24 Suncast Products
  
  
• Tuff Shed Inc.
  • Overview
  • Home Depot Partnership
  • Products
  • Table 3-25 Tuff Shed Products
  
  
• Thinking Outside
  • Overview
  • Products
  
  
• Handy Home Products
  • Overview
  • Products
  • Table 3-26 Handy Home Products Sheds
  
  
• Royal Outdoor Products
  • Overview
  • Products
  • Table 3-27 Royal Outdoor Products Sheds
  
  
• Lifetime Products
  • Overview
  • Products
  • Promotion
  
  
• Outstanding Solutions Ltd.
  • Overview
  • Products
  • Table 3-28 Outstanding Solutions Products
  
  
• Step 2 Co.
  • Overview
  • Products
  • Table 3-29 Step 2 Storage Products

Chapter 4 Market Trends

• Ease of Assembly Key to DIY Consumers
  • Gladiator Ready to Assemble Line
  • Coleman’s EZ Mount
  • Designed for Easy Assembly
  • Easy assembly sheds
  
  
• Customization to Fit Needs
  • Gladiator’s Modular Design
  • Premier Garage offers custom design
  • Slide-Lok Can Be Mixed and Matched
  • Gracious Living Customizes with Cubes
  • Rails and Tracks Provide Flexibility
  • Custom Colors
  
  
• Maximizing Space in the Garage
• Specialty Items Provide More Options
  • Items for Every Activity
  • Schulte Creates New Space
  • Vertex Focuses on Specialty Niche
  
  
• Affordability to Reach More Consumers
  • Specialty Companies Target High End
  • Demand for Less Expensive Products
  • Gladiator Adds Less Expensive Lines
  • Affordable Lines Selling at Retail
  • Shed Manufacturers Also Offer Less Expensive Lines
  • Home Depot Offers Popular-Priced Services
  • Target and California Closets Partner for Accessible Prices

Chapter 5 Market Dynamics

• Specialty Firms and Installers Initially Develop Market
• Garage Door Dealers Add Profits
• Mass Retailers Embrace Category
• Home Depot Pushes Garage Products
• Wal-Mart Supercenters Add Garage Storage
• Pep Boys Redesign Includes Garage Products
• California Closets Deals with Mass Retailers
• Franchising Popular for Specialty Firms
• Homebuilders Are Source of Revenue and Exposure
• Manufacturers Tie-in to Builders
• Acquisitions
• Exclusive Relationships and Partnerships Give Competitive Advantage
• Branding and Co-branding Help Drive Consumer Sales
• Own brands
• Licensing
• Internet Sales
• Garage Storage Sites
• Betty Mills Company Drives Online Shed Sales
• Retailers Get Organized Online
• TV Product Placement
• GarageTek Popular on TV
• Event Promotion Key Tactic to Drive Sales
• GarageTek Promotes Safety
• Lifetime Products Finds Messiest Garage
• Gladiator creates garage organization month
• Marvel Garage Makeover
• Slide-Lok Provides Incentives to Dealers
• Racing Tie-ins Popular

Chapter 6 The Consumer

• Twenty Percent of Households Spend More Than $1,000 Annually on Home Improvements
• Figure 6-1 Total Home Improvement Spending* (% of households)
• Remodeling and Adding a Garage Not Highest Priorities
• Table 6-1 Households Added or Remodeled Garage*
• Big Family, Higher Income Households Tend to Remodel Basements, Attics and Garages
• Table 6-2 Demographic Profile of People who Remodeled Basement/Attic/Garage*
• Boomers with Big Families and Lower-Priced Homes Tend to Add a Garage
• Table 6-3 Demographic Profile of People who Added a Garage*
• Two Percent of Households Purchase Storage Sheds
• Table 6-4 Home Improvement Purchases*
• Seventy Percent of Households Spend More Than $500 on Sheds
• Figure 6-2 Amount Spent on Storage Sheds (% of households)*
• Figure 6-3 Storage Shed Spending Compared to Garage Products (% of households)*
• Consumers Do It Themselves with Sheds
• Figure 6-4 Installation of Sheds and Garage Products (% of households)*
• Who Bought Sheds in the Past Year
• Table 6-5 Demographic Profile of People Buying Storage Sheds*
• Southwest is Weakest Region for Sheds
• Figure 6-5 Storage Shed Purchases by Region*
• Middle Income and Higher Income Households Tend to Spend More than $1,000 for a Shed
• Table 6-6 Demographic Profile of People with Storage Shed Spend —$1,000 or more*
• A Broad Range of Households Spend Between $500 and $999 for a Shed
• Table 6-7 Demographic Profile of People with Storage Shed Spend —$500-$999*
• Table 6-7 [Cont.] Demographic Profile of People with Storage Shed Spend —$500-$999*
• Younger and Older Consumers Spend Between $100 and $499 for a Shed
• Table 6-8 Demographic Profile of People with Storage Shed Spend —$100-$499*
• Who Bought Garage Doors in the Past Year
• Table 6-9 Demographic Profile of People Buying Garage Doors*
• Central and Pacific Regions Strongest for Garage Doors
• Figure 6-6 Garage Door Purchase by Region*
• Higher Income Households with High Home Values Tend to Spend More than $1,000 for a Garage Door
• Table 6-10 Demographic Profile of People with Garage Door Spend —$1,000 or more*
• Younger Boomers with Higher Incomes Tend to Spend Between $500 and $999 for a Garage Door
• Table 6-11 Demographic Profile of People with Garage Door Spend —$500-$999*
• Middle Income Boomers Tend to Spend Between $100 and $499 for a Garage Door
• Table 6-12 Demographic Profile of People with Garage Door Spend —$100-$499*

Appendix