OXO Good Grips Hardware Line:
Loading New Benefits into a Hammer (That Still Looks Like a Hammer)

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For OXO’s new line of hardware hand tools sold exclusively at Lowe’s, Smart Design needed to create innovative products that would appeal to a broad audience, particularly women, but also get a thumbs-up from the experts who shop and work at Lowe’s.

The do-it-yourselfers we interviewed liked innovation, but they also wanted a hammer to look like a hammer. So we designed a line of over twenty clearly recognizable tools that are loaded with new user benefits. For example, the tape measure has a thumb break to slow down the tape retraction. The utility knife has an internal cartridge that presents itself with the pull of a lever for safe and convenient blade storage and replacement. Like all OXO products, the tools are ergonomic, durable and of superior quality.

Sales of the tools have exceeded expectations and they’re tracking well with new buyers, particularly women.