Pressing Matters

During 2004, Applica's garment care business, through its Black & Decker^® household brand, not only regained market share, but also maintained its substantial leadership position. Black & Decker^® irons are found on the shelf at every major retailer and channel of distribution. They provide a full range of features, sizes, and design addressing the total consumer market.

The introduction of five new platforms in 2004 addressed a full range of consumer needs. These platforms included key innovations exclusive to Black & Decker^® irons such as the Smart Steam^®, which gives the consumer steam at the right temperature setting.

Also, in 2004, the Digital Advantage^TM range of irons was deemed to be the "best iron on the market" by a major consumer advocate publication.

Black & Decker^® irons are distinguished by attractive, easy-to-use designs and innovative features to make ironing better and easier. 

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