Lock & Lock Insider
Issue 5
March 15, 2005
The Perfect Lunch Box!
Lock & Lock has applied consumer insight to
become the expert in lunch bags, which make up
a surprisingly large market segment. Students
and workers alike look forward to lunch as personal and social time to relax during a busy,
structured day. Today’s lunches need to be quick,
convenient, and inexpensive. A great value,
Lock & Lock lunch sets are durable, efficient,
attractive, and very user-friendly. They are easy
to clean, keep lunches from getting crushed, and
prevent leaks, spills, and odors. Kids love to
pack their lunches for school, and the foods they
choose fit perfectly into Lock & Lock containers; sandwiches, cookies, crackers, pudding,
apple sauce, string cheese, lunchmeats, and
pizza are among the favorites.
Ideal for kids age 3-6, as
a first lunch kit, are the
small containers with
dividers: HPL806C and
HPL815C. Kids age 7-10
will find HPL754S and
HPL758S just right, with
two food containers and
a beverage bottle. Adults and kids age 11 and
up will enjoy HPL816S, a larger kit with three
food containers and a beverage bottle. Along
with these specially-designed lunch kits with an
attractive cooler bag included, several individual Lock & Lock containers are great for
lunch. The Divider comes to mind immediately. Many styles are available. HPL817C, for
example, is a one-liter container with three
compartments, one twice as large as the other
two. HPL815C holds 550ml, and has two compartments of the same size. If you wish to configure a new container-and-bag-kit to meet
your customers’ unique needs, contact Johnny
Park: Johnny@ locknlock.com. Otherwise,
check out the Lock & Lock catalog to choose the
kit that works best.
HPL754N
HPL816S
Customer Testimonials
Fresh Christmas Cookies in February:
“I love this product! I first discovered Lock & Lock on QVC. I made
cookies at Christmas time and needed a container for them. I used
one of the Lock & Lock containers. Needless to say, it worked like a
charm. Here it is February, nearly two months later. I just ate the
last of the cookies and they were fresh!”
-- Harriet, New Jersey
Inside this issue:
Partner Showcase: Lakeland
Ltd.
2
Calling All New Mums
2
Target: Chic-Appeal Makes
3
This Mega-Discounter Unique
What else can Lock & Lock
Trade Show Update
4
Lock & Lock Logo
4
keep fresh?
Lock & Lock Insider, Issue 5
Page 2
Partner Showcase: Lakeland Ltd.
From Farmers’ Basics to WorldClass Kitchen Goods
Originally supplying local farmers in
the UK with polyethylene bags for
freezing their poultry, Lakeland Ltd.,
formerly Lakeland Plastics, now operates a thriving, thirty-outlet retail and
mail order business. Lakeland, adopt-
ing its new name in 1997 due to its
widely-expanded product range, was
founded nearly 45 years ago by an agricultural feed salesman, Alan Rayner,
and his wife Dorothy. They began with
haystack covers and silage sheeting, as
well as some non-plastic items: refrigerators, gourmet frozen foods, and egg
boxes. Since their original business,
oriented toward “home freezing,” was
seasonal, Lakeland decided to enter
the logical next phase: kitchen prod-
ucts. They produced a simple catalog,
offering hard-to-find, innovative products, and then bought some land and
built a Flagship Store. Lakeland attributes becoming the leading supplier
of kitchenwares and housewares in the
UK to this expansion, and to their exemplary customer service. Today,
along with their retail outlets and catalog sales, www.lakelandlimited.com is
their successful online shop. Lakeland’s catalog and Internet mail orders
are filled in their 80,000 sq. ft. Direct
Despatch Centre, which ships six thousand orders a day, all automatically
loaded into several forty foot long trailers. This is amazing, considering that
the family first shipped orders by
wheeling them to the local post office
on a trolley. Lakeland Ltd. currently
distributes over four thousand items,
and Lock & Lock is pleased to be
among these world-class, innovative
products.
Calling All New Mums
As you can read on www.locknlock.
com, under the news clippings section,
popular UK parenting magazine Parents’ Guide recently praised Lock &
Lock as an ideal component of a baby
kit. Lock & Lock helps to create the
safe, clean, and organized environment in which a healthy, happy baby
thrives. “Lock & Lock can help mums
through every stage of a new baby’s
life,” the clipping says, and is perfect
for storing “first aid essentials, cotton
wool buds, and formula milk.” The
containers are ideal even as the baby
approaches weaning time: soft foods
can be kept fresh for the longest possible time, thanks to a totally airtight
closure. The article goes on to suggest
places to find and buy Lock & Lock,
including Lakeland, John Lewis,
Waitrose, Fenwicks, Harrods, House
of Fraser, Selfridges, and other independent cook shops.
Lock & Lock Kit for New Mums
The Rayner Brothers
Lakeland Store in
Windermere
Everyone at Lakeland
is determined that
their customers receive the best quality
and service.
Lock & Lock Insider, Issue 5
Page 3
Target: Chic-Appeal Makes This Mega-Discounter Unique
With more than a quarter of a million
employees and 1,272 stores, Target is
the third largest retailer of housewares
in the US. In 2003, Target had total
sales of US$48B, roughly $5B of which
came from housewares. Revenue in
2002 came to $43.9B, exactly the same
as Wal-Mart, the world’s largest company, ten years before.
Based in Minneapolis, MN, the first
Target store was opened in 1962 by an
already 40-year-old retailing firm
named Dayton’s. Sixty-two days later,
Sam Walton founded Wal-Mart in Arkansas. Interestingly, Kmart and
Kohl’s launched the same year.
In 1970, there were 17 Target stores
with over $200M in sales. From the
start, Target had a unique approach
among discounters: to take the bestquality merchandise of a high-end department store’s “bargain basement,”
and sell it in a standalone shop. Target
was to be an updated, stylish retailer
(Shoppers nicknamed the store “Tarzhay” in the sixties due to its hipness) with prices just above other discounters.
Target has maintained and developed
this strategy to the present. The king
of “cheap-chic” mixes high style with
low prices by offering inexpensive versions of high-end products by designers such as Michael Graves, whose
coach’s whistle teapot sells for $35, or
maternity clothes by Liz Lange. Similarly, Target rescues hot designers in
financial dismay; buying exclusive
rights to Mossimo designs in 2000, the
Company now offers custom-made
jeans for less than $40. Another strat-
egy is to team-up with major manufacturers. Sony makes a white-color line
of iPod–related products exclusively
for Target, such as a boombox into
which the MP3 player is inserted. Boutique-type items make it
onto the shelves as well, such as environmentally-friendly soaps by Method,
a once-tiny San Francisco-based company that has gone from two to ten
product lines in two years.
Though Target is cool, it doesn’t make
its bucks from its cool products. It
makes them from diapers, DVDs, paper towels, toothpaste, and the like…
the same stuff that Wal-Mart
sells. Chic products lure in the customers, and then they pick up their
bathroom needs and doughnuts on the
way to the register.
Though unique, Target does want to
copy Wal-Mart in one big way: its
huge growth. The Company believes
that it can, if it continues its current
trajectory, and further develops its
one-of-a-kind personality.
In 2004, Target sold more than
350,000 Lock & Lock containers. As a
highly-innovative product of excellent
value, Lock & Lock is undoubtedly an
asset to this unique retailer. Currently,
Target stocks two sets, and four individual items: a six-piece round set
(HPL933DST), a six-piece square set
(HPL822BST), a 5.1 Cup square piece
(HPL822D), a 10.9 Cup square piece
(HPL822B), a 7.2 Cup tall, round piece
(HPL933D), and an 8.4 Cup rectangular piece (HPL819T). Target and Lock
& Lock are two companies to watch, as
they continue to revolutionize their
market segments and explode into
success.
Target’s Lovable Mascot
Lock & Lock 11 Container
Set Available at
Target.com
In 2004,
Target sold
more than
350,000
Lock & Lock
containers.
Target’s typical guests
are young, well-educated,
moderate-to-better income families with active
lifestyles. The average
age of guests is 45, the
youngest of all major
discount retailers. The
median household income
is roughly $57,000.
Page 4
Lock & Lock Insider, Issue 5
Trade Show Update
In mid-February, Lock & Lock’s 30’ x 15’ booth at
the Ambiente Frankfurt Show, the world’s largest
consumer goods trade fair, was a great success,
drawing lots of valuable attention from our European business partners. Now, we are thrilled to be
participating in the 2005 International Home and
Housewares Show at McCormick Place, in Chicago,
from Sunday, March 20th through Tuesday, March
22nd. Check out all of the exciting information at
www.housewares.org/ihshow.
Lock & Lock Booth at the Frankfurt Show
Our representatives, including executives from
both the American and the Korean offices, will
promote our newest products, along with our extensive Premium polycarbonate and Classic polypropylene lines. Attendees will surely find our 30’
x 10’ Lock & Lock expo (South Building, booth
# 1446-1448) both fascinating and informative.
Booth Design for the Chicago Show
Lock & Lock Logo
In early 1998, when one of the world’s premier
products was born, a new logo, destined to contribute to a world-famous brand, also came into being.
Lock & Lock: the motion involves locking two sides
at once (“Lock”), and then the other two sides at
once (“and Lock”). It’s a simple way to create the
perfect airtight seal, illustrated by two interlinking
padlocks. We are very proud of our logo, and thus
use it on our corporate signage, embossed on our
products, on product labels, in our newsletter, on
our website, and on all other marketing materials.
We request that each of our partners please be sure
that you are using the exact logo that you see here,
keeping in mind color as well as content. We
would be happy to answer any logo questions, and
assist you in acquiring the tools you need. Please
contact Johnny Park: Johnny@locknlock.com.
Hanacobi, Co., Ltd.
1556-1 Seocho 3-Dong
Seocho-Gu, Seoul, Korea
Lock & Lock, Inc.
199 Technology Dr., Suite 130
Irvine, CA 92618, U.S.A.
Phone: +82-2-520-9632
Fax: +82-2-522-7737
E-mail: johnny@locknlock.com
Phone: +1-949-753-8600
Fax: +1-949-753-8601
E-mail: locknlock@highel.com
Copyright © 2004-2005, Lock & Lock, Inc. All rights reserved. No part of this newsletter may be reproduced or distributed in
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