Baldwin Reinvigorates Brand to Meet the Modern Demands of Style-Conscious Boomers and Millennials

  Baldwin Reinvigorates Brand to Meet the Modern Demands of Style-Conscious
  Boomers and Millennials

Building Upon Years of Experience, Baldwin Stakes a Confident and Distinctive
                       Presence in the Design Community

Business Wire

LAKE FOREST, Calif. -- November 13, 2013

As Millennials begin to drive residential home sales and Baby Boomers invest
in building their dream homes, the product preferences among these powerful
spenders are converging – placing personalized experiences, quality products,
beautiful design and price at the center of purchasing decisions. Recognizing
an opportunity to meet their demands more effectively, Baldwin Hardware, a
leading brand of the Hardware & Home Improvement (HHI) division of Spectrum
Brands Holdings (NYSE:SPB), makes its modern debut, challenging loyal and new
customers to “Own It,” with a truly personalized brand experience.

The new Baldwin brand will provide discerning designers and consumers with
services and product offerings that directly align with their purchasing
habits, including:

  *Technology-driven showroom merchandising
  *New, modern product portfolios to increase Baldwin’s breadth of products
  *Multiple product price-points given three distinct portfolios
  *Online design tools

“We haven’t reinvented Baldwin, we’ve refocused on our core tenants – style,
authenticity and substance – and reconnected them to what loyal customers and
future customers value right now: quality, design and customization,” said PJ
Rosch, Baldwin brand manager.


Unparalleled quality takes time, dedication and a touch of artistry. Through
generations of master craftsmen, Baldwin has passionately pursued perfection
of its product portfolios. Baldwin now confidently evolves the brand and
portfolios to match the lifestyles of discerning Baby Boomers and
style-conscious Millennials, alike.

  *Estate – signature looks with unparalleled elegance and unrivaled quality.
    Nearly endless customizable style and finishes allow architects, designers
    and affluent consumers to create a truly unique signature style. Estate
    feels custom made because it is.
  *Reserve – distinctive designs with both style and substance. The broad
    range of sophisticated styles and finishes in the Reserve portfolio create
    a definitive look in any room. Reserve opens the door to a world of
    customizable inspiration to leave a lasting impression.
  *Prestige Series – effortless, accessible style and luxury. Prestige Series
    is our most accessible option available in retail stores across the
    nation. With the Prestige Series, any homeowner can instantly create an
    atmosphere of confidence from the moment someone knocks on the door.
    Prestige Series is affordable luxury.

“To be the hardware product of choice, we must confidently adapt to the
changing design landscape, both embracing and forecasting industry trends,”
said Mary Nichols, Baldwin group product manager. “What does that mean for our
future? Concepting and developing products that accentuate the contemporary
and eclectic styles that are leading the industry, while maintaining a breadth
of beautifully crafted products and finishes for every design aesthetic.”

Baldwin celebrates the evolution of the brand with the OWN IT sweepstakes.
Fans and followers on Facebook and Pinterest can enter the sweepstakes until
December 16, 2013 for their chance to win $10,000 worth of Baldwin Hardware
products in time for the holidays. For entry and a complete list of rules and
regulations, visit To order or purchase product from
any of Baldwin’s portfolios, visit for a list of
showrooms and online retailers.


Hardware and Home Improvement (HHI) is a major manufacturer and supplier of
residential locksets, residential builders’ hardware and faucets with a
portfolio of renowned brands, including Kwikset®, Weiser®, Baldwin®, National
Hardware®, Stanley®, FANAL®, Pfister™ and EZSET®. HHI is a leader in its key
markets with #1 positions in U.S. residential locksets (Kwikset), Canada
residential locksets (Weiser), U.S. luxury locksets (Baldwin), and U.S.
builders’ hardware (Stanley-National Hardware), #2 in Mexico residential
hardware (Fanal), and #3 in U.S. retail plumbing (Pfister). Headquartered in
Orange County, California, HHI has a global sales force and operates
manufacturing and distribution facilities in the U.S., Canada, Mexico and

HHI is a division of Spectrum Brands Holdings, Inc. (NYSE: SPB). Spectrum
Brands is a global, diversified consumer products company and a leading
supplier of consumer batteries, residential locksets, residential builders’
hardware and faucets, shaving and grooming products, personal care products,
small household appliances, specialty pet supplies, lawn and garden and home
pest control products, and personal insect repellents. Spectrum Brands employs
over 12,500 employees worldwide and sells to the top 25 global retailers with
products in more than one million stores.


Baldwin Hardware
Stephanie Sones, 213-289-9190
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