1. Utility Knives and Blades 2010 Program and New Products
Utility Knives & Blades 4-Point™ Snap Blades & New Handles
Utility Knives and Blades Program and New Products

2. Current Offering (Trap)
Agenda
Category Overview
Consumer Insights
Product Innovation
Current Offering (Trap)

3. Category Overview

4. N.A. Channel Overview N.A. Retail $280MM Key Takeaways
THD
Lowe’s
Other
I/C
Hardware
30%
10%
17%
24%
19%
Home Centers and Hardware Store are the preferred convenience destinations
Key Users
Drywallers (#1 consumer of UKBs)
Carpenters
Roofers
DIYs
Purchase Driven by:
Ease of shopping
Right product for application
Value offering
Everyday pricing

5. N.A. Market Share (by brand)
Key Takeaways
Stanley is the Market Leader
Created the UK&B
Trusted name
Wide array of brands
Bostitch, FatMax, FM Extreme, and DeWalt
No one has truly innovated the carbon blade, still the #1 type of blade used globally
(i.e. giving consumers what they want )
House Brands Growing
Folding knives (2nd most popular knife handle)
Snap & Specialty knives
Many Different Private Label Players
IRWIN first offered UKB products in 2004
Stanley
Other/Private Label
Kobalt
Husky
IRWIN
52%
10% 4% 5%
29%
N.A. Market Share (by brand)
IRWIN is the newest and fastest growing brand

6. Initial Offering
2004
2005
2007

7. Old UKB Offering

8. (5) New Knives & (5) New Blade Skus – Available Now
New UKB Offering
(5) New Knives & (5) New Blade Skus – Available Now

9. Consumer Insights

10. What we thought we knew about the drywaller…
End User Profiles & User Assumptions
Drywaller
36% of Market
Roofer
20% of Market
General Contractor
20% of Market
MRO
14% of Market
Key Needs
Durability
Easy access
Ergonomics
Narrow Profile
Blade Storage
1) Ergonomics
2) Blade Storage
3) Durability
Compact
Easy Access
Safety
Purchase Drivers
Application
Product Performance
Price
1) Application
2) Product Performance
3) Price
Knife
Selection
What we thought we knew about the drywaller…

11. Target End Users Drywallers: Roofers: Contractors: Choke up on “nose”
Measure and cut quickly
Drywall dust ruins tools
Cuts blades for fresh tips
Roofers:
Tool security important
Loose pieces get thrown away
Temperature effects the materials being cut
Contractors:
Durable Design
Quick easy blade change
Secure internal parts
Drywaller
Primarily using Trap blades and Fixed Handles
Using between 5 – 10 blades per day
Dried-in structure
Protected from elements, but not heat or cold
Drywall is very dusty and dirty
Roofer
Primarily using Hook Blades and Mid-high end retractable Knives
Using 3 – 5 blades per day, depending on the material
Working at high elevations
Often constrained by safety equipment
Outside in all conditions – weather has tremendous impact
on ease of cutting materials

12. User Observations & Validations
Today
Sharpening or cutting their blades for new tips
Drywallers are 36% of the market
Tomorrow
Key Needs
1) Tip Sharpness
2) Durability
3) Life
Purchase Drivers
1) Product Performance
2) Precision
3) Price
4) Pack Size (Bulk)
Give the user what they want!
Validated Consumer Insight Data

13. Product Innovation: 4-Point™ Snap Blades

14. 4-Point™ Snap Blade Innovation
Advantages of 4-Point™
4 Points in (1) blade Doubles the Life of the Blade
Convenience of a snap blade, rigidity of a trap blade
4 notches for greater depth of cut and/or to maintain blade length
Available in 5, 10, 50, and 100 packs
* versus traditional IRWIN carbon blades
MEETS TOP 3 UTILITY BLADE USER NEEDS:
(1) Tip Sharpness, (2) Durability, (3) Life

15. New Utility Knife Handles
Product Innovation:
New Utility Knife Handles

16. Consumer Insight on Utility Knives
Drywall Fixed Knife
Consumer Insight on Utility Knives
Slim Nose: Allows for greater control & ease of use when using tape measure
Tool-free Blade Access: For easy blade changes
Tight Seam Design: Prevents drywall dust from “caking up” knife
Drywallers

17. ProTouch™ Retractable Knife
Consumer Insight on Utility Knives
Quick Change Feature: Allows for quick blade changes
Extra Blade Storage: Holds up to (10) blades
Tool Security: Change blades without opening knife, losing pieces
Trigger Grip Design: Easier for cutting on the pull
Roofers

18. General Contractor Knife
Consumer Insight on Utility Knives
Durable Design: “Gets the Job Done”
Easy Blade Access: For fast blade changes
Secure Parts: To prevent dropping/losing components
Removable Blade Housing: For cleaning debris after use
Contractors

19. Consumer Insight on Carpet Knives
Carpet Knife
Consumer Insight on Carpet Knives
Angled Handle: Keeps hands above the material
Blade Rigidity: To ensure straight cuts in flooring material
Tool-Free Access: Quick and Easy blade changes
Blade storage inside the handle
Flooring Specialists

20. Consumer Insight on Linoleum Knives
Linoleum Knife
Consumer Insight on Linoleum Knives
Hooked Blade: For cutting on the pull
Durable Blade: Users want the ability to re-sharpen
Durable Handle: Resistant against drops and jobsite conditions
Flooring Specialists

21. Consumer Insight on Folding Knives
Folding Utility Knife
Consumer Insight on Folding Knives
Compact Design: Fits into the pocket
Durable Design: Holds up to jobsite conditions
Quick Change Design: Change blades 45º
Belt Clip: Clip onto pocket or belt for easy access
General Contractor

22. Self-Retracting Safety Knife
Consumer Insight on Safety Knives
Self-Retracting: To prevent puncturing
Ergonomic Design: Reduces Hand Fatigue
Tool-free Access: Quick and Easy blade changes
MRO

23. Current UKB Offering
Current UKB Offering

24. 20011: (5) New Knives & (5) New Blade Skus – All Shipping Now
Full Line UKB Offering
20011: (5) New Knives & (5) New Blade Skus – All Shipping Now

25. New IRWIN Utility Knife Blade Lineup

26. New IRWIN Utility Blade Lineup
4-Point Snap Blade
NEW
Bi-Metal Utility Blade
Hook Blade (Roofing)
18mm Bi-Metal Snap Blade
Carbon Utility Blade
Carpet Blade (Carpet & Flooring)
NEW
18mm Carbon Snap Blade
Safety Utility Blade
9mm Carbon Snap Blade

27. Bi-Metal Blade Innovation
Edge Stays Sharper 3X Longer*
Shatter-Proof, Safer to Use
Best Heavy Duty Blade Available
Incredible Value Proposition
Main Benefits of Bi-Metal Blades
* versus traditional IRWIN carbon blades
“Bi-Metal blades virtually eliminate injuries from flying chards of steel. Since the last 3X longer, associates change blades much less, which reduces their risk of getting cut.“ -Kurt Smallwood, Safety Manager

28. New IRWIN Utility Knife Handle Lineup

29. Construction Handles & Blade Pairings
General Use
Construction Handles
4-Point Snap Blade
Bi-Metal Utility Blade
NEW
New Blade/Handle Combinations (Rolling Changes)

30. Specialty Handles & Blade Pairings
Drywall
Flooring Handles
Carpet Blade (Carpet & Flooring)
NEW
Safety Utility Blade
Flooring Tools are New to Our UKB Handle Offering

31. Set Up Information Setup Information (USA) Setup Information (CDN)
MASTER DIMENSIONS
CARTON DIMENSIONS
Item #
DESCRIPTION
UPC
LBS
CUBE
LGTH
WDTH HT
MSTR QTY
CTN QTY
February 15, 2010 CDN LIST PRICE
IRWIN Utility Knives and Blades
IRWIN 4 point Utility Blades
DRYWALL UTILITY KNIFE W/ 4PT BLADE
20.5
9.375
3.75 25
9.5 4
3.5 5
$15.44
GENERAL CONTRACTOR KNIFE W/ BIMETAL
10.375
5.5
1.875
4.5
$17.08
PRO TOUCH RETRACTABLE W/ 4PT BIMETAL
9.4375
1.6875
$19.11
CARPET KNIFE W/ CARPET BLADES
$13.22
LINOLEUM KNIFE 21 11 12
10.5
$6.65
CARPET BLADES 5 PACK
0.0329
4.125
2.25
6.125 2
0.756
5.875
$3.32
4 point Carbon Blades 5PK
0.168
0.061
6.500
2.500
0.150
0.002
2.000
1.375
6.750
$2.16
4 point Carbon Blades 10PK
0.304
0.127
11.563
2.813
0.300
$4.32
4 point Carbon Blades 50PK
0.750
0.021
13.250
7.750
1.750
0.700
0.019
1.250
3.625
7.250 1
$19.61
4 point Carbon Blades 100PK
1.050
1.000
$25.90

32. Continuous New Product Innovation
New UKB Offering
Continuous New Product Innovation