The Home Organization Projects

1. The Home Organization Projects Consumer Study presents: 2008

2. Research Objectives • The specific objectives of this research investigation were to survey consumers to determine: • Awareness of closet and home organization companies • Awareness of garage organization companies • Sources of awareness of organization companies • Home organization projects completed in the past 3 years, by room and cost • Where they purchased organization systems • Planned organization projects in the next 2 years, by room and budget • Where they plan to purchase organization systems • Received/requested amenities for closet/home organization systems and/or garage organization systems

3. Research Methodology – Survey Overview • CLOSETS magazine sponsored this study among consumers regarding home organization projects. • Representatives from CLOSETS magazine and Vance Research Services (VRS) jointly designed the survey. • VRS handled online programming of the survey, tabulation and analysis. • On January 17, 2008 Survey Sampling International sent e-mail invitations to U.S. households who are members of a nationwide consumer panel that meet the following criteria: • currently own a home • household income of $75,000+ • between the ages of 24-65 • By final closing date of January 22, 2008, a total of 806 consumers had responded. • The following report is based upon this response.

4. Executive Summary • Consumer Awareness of Closet/Garage Organization Companies Pages 7-10 • The majority of consumers (68%) are familiar with companies that provide components for closets and home organization systems. • Slightly more than half (52%) of consumers are familiar with companies providing components or systems for garage organization. • Magazine ads (58%) and displays in retail stores (55%) introduce consumers to closet/garage organization companies. • Home Organization Projects Completed in the Past 3 YearsPage 11-26 • Master bedroom closets (33%) and garages (30%) are most common areas remodeled/built in the past 3 years. • On average, consumers are spending more for home offices, garages and pantries than for closets. • 33% of consumers have remodeled their master bedroom closets in the past 3 years. • More than one third (37%) purchased their home organization system from a professional. • 24% of consumers have remodeled their other bedroom closets in the past 3 years. • Nearly one-third (32%) of consumers purchased their non-master bedroom closet system from a professional closet company. • One-third of consumers have remodeled/built a garage in the past 3 years. • One-third (31%) purchased their garage organization system from a professional. • 29% of consumers have remodeled their home office in the past 3 years. • More than one-third (35%) purchased their home office organization system from a professional. • Less than one-third (20%) have built/remodeled their pantry in the past 3 years. • More than one-third (31%) of consumers purchased their pantry organization system from a professional. • 27% of consumers have built/remodeled their laundry room in the past 3 years. • Less than one-third (22%) purchased their laundry room organization system from a professional. • Consumers often install projects themselves, as in past years.

5. Executive Summary • Planned Home Organization projects in the Next 2 Years Pages 27-41 • 24% of consumers plan to remodel or build their garage in the next 2 years. • More than $5,000 is budgeted to be spent on home offices and garages within the next two years. • On average consumers who plan to build/remodel their master bedroom closet plan to spend $4,770. • Slightly more than one-third (38%) plan to purchase their master bedroom closet organization system from a professional. • On average, consumers plan to spend $4,438 on other bedroom closets. • Slightly more than one-third (27%) plan to purchase their other bedroom closet organization system from a professional. • An average $5,039 is planned to be spent on garage improvements. • Slightly less than one-third (27%) plan to purchase their garage organization system from a professional. • An average $5,408 is budgeted for home office improvements. • More consumers plan to purchase their home office organization system from a retail store (48%) than a professional garage or closet company (25%). • An average $4,811 is budgeted to renovate pantries. • 23% plan to purchase pantry organization systems from a professional garage or closet company. • On average $4,523 is budgeted for laundry room improvements. • The majority (37%) plan to purchase their laundry organization system from a retail store.

6. Executive Summary • Requested Amenities Pages 42-45 • Drawers are the top requested amenity for closets. • Cabinets are the most requested amenity for garage systems. • Almost half (46%) have added or may add a Murphy Bed. • Demographics Pages 46-50 • 62% of respondents are female. • On average, respondents make $222,146 per year. • The average age of respondents is 50. • 68% of respondents have never visited a closet showroom. • Three Year Comparisons Pages 51-59 • The largest increase in spending was on the home office. • Displays in retail stores and magazine ads consistently introduce consumers to closet/garage organization companies. • Consumers hired professionals in 2007 at the same level as they did in 2006. • Fewer consumers installed organization systems themselves (DIY) and used professionals in 2007 than in 2006. • 5% fewer consumers are familiar with companies providing components/systems, especially for closet and home organization, in 2007 than in 2006. • 12% more consumers are familiar with companies that provide components/systems specifically for garage organization in 2007 than in 2006. • Significantly fewer consumers plan to remodel/rebuild garages in the next 2 years. • Adjustable hangers is the top garage amenity increase from 2006 to 2007.

7. Consumer Awareness of Closet/Garage Organization Companies

8. The majority of consumers (68%) are familiar with companies that provide components for closets and home organization systems. Q: Are you personally familiar with companies that provide components/systems specifically for closet and home organization? • 68% of consumers are aware of companies that provide components for closets and home organization systems. Base: 806

9. Slightly more than half (52%) of consumers are familiar with companies providing components or systems for garage organization. Q: Are you personally familiar with companies that provide components/systems specifically for garage organization? Base: 806

10. Magazine ads (58%) and displays in retail stores (55%) introduce consumers to closet/garage organization companies. Q: How did you become familiar with the concept of closet, garage and/or home organization suppliers? • Consumers also have increased awareness of closet/garage organization companies through web sites. * Based on those who are familiar with closet & home organization companies and/or garage organization companies Base: 546

11. Home Organization Projects Completed in the Past 3 Years

12. Master bedroom closets (33%) and garages (30%) are the most common areas remodeled/built in past 3 years. Q: Which of the following areas of your home, if any, did you remodel or were involved in new construction decisions in the last 3 years? • Home Offices (29%) fall third in line, with slightly less than • one-third of consumers remodeling or building in the past 3 years. Base: 806

13. On average, consumers are spending more for home offices, garages and pantries than for closets. Q: Please indicate the approximate cost for the finished job in each area. • Home offices cost an average $5,449 followed closely by garages, $4,916, and pantries, $4,831. • Master bedroom closets cost an average $4,435. Mean Summary Base: 806

14. 33% of consumers have remodeled their master bedroom closets in the past 3 years. Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.” • 19% have spend $1-$2,500 on that project, with the average project costing $4,435. Master Bedroom Closet Mean – $4,435 Base: 806

15. More than one third (37%) purchased their home organization system from a professional. Q: Where did you purchase the master bedroom closet organization system? • 44% of consumers purchased their master bedroom closet organization system through a retail store. Base: 270

16. 24% of consumers have remodeled their other bedroom closets in the past 3 years. • 17% of consumers spend $1-$2,500 on the project with an average of $4,206 being spent. Other Bedroom Closet Mean - $4,206 Base: 806

17. Nearly one-third (32%) of consumers purchased their non-master bedroom closet system from a professional closet company. Q: Where did you purchase your other bedroom closet organization system? • 44% of consumers purchased the other bedroom closet organization system at a retail store. Base: 211

18. One-third of consumers have remodeled/built a garage in the past 3 years. Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.” • 16% of consumers spent $1-$2,500 on their garage project, with an average of $4,916 being spent overall. Garage Mean - $4,916 Base: 806

19. One-third (31%) purchased their garage organization system from a professional. Q: Where did you purchase the garage organization system? Half (50%) purchased their garage organization system from a retail store. Base: 239

20. 29% of consumers have remodeled their home office in the past 3 years. Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.” • 13% of consumers spend $1-$2,500 on their home office, with the average being $5,449 overall. Home Office Mean - $5,449 Base: 806

21. More than one-third (35%) purchased their home office organization system from a professional. Q: Where did you purchase the home office organization system? • Slightly less than half (47%) of consumers purchased their home office organization systems from a retail store. Base: 228

22. Less than one-third (20%) have built/remodeled their pantry in the past 3 years. Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.” • On average, $4,831 was spent on the pantry projects. Pantry Mean - $4,831 Base: 806

23. More than one-third (31%) of consumers purchased their pantry organization system from a professional. Q: Where did you purchase the pantry organization system? • 41% purchased the pantry organization system from a retail store. Base: 166

24. 27% of consumers have built/remodeled their laundry room in the past 3 years. Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.” • An average $4,360 was spent on laundry room projects. Laundry Room Mean - $4,360 Base: 806

25. Less than one-third (22%) purchased their laundry room organization system from a professional. Q: Where did you purchase the laundry room organization system? • 53% purchased their laundry room organization system from a retail store. Base: 215

26. Consumers often install projects themselves, as in past years. Q: For the organization system that you purchased, did you: *Based on those who purchased their organization system at a retailer or from an online provider DIY and professional installation are tied when it comes to pantry organization systems.

27. Planned Home Organization Projects in the Next 2 Years

28. 24% of consumers plan to remodel or build their garage in the next 2 years. Q: Which of the following areas of your home, if any, are you planning to remodel or build in new construction within the next 2 years? Nearly one-quarter (23%) plan to remodel/rebuild their master bedroom closet. 21% plan to remodel/build their laundry room in the next 2 years. Base: 806

29. More than $5,000 is budgeted to be spent on home offices and garages within the next two years. Q: Please indicate the approximate budget for the planned home improvements. * Based on those indicating plans to remodel/build the area in the next 2 years. More than $4,500 is budgeted to be spent on home offices, garages, pantries, master bedroom closets and laundry rooms. Mean Summary Base: 806

30. On average consumers who plan to build/remodel their master bedroom closet plan to spend $4,770. Q: Please indicate the approximate budget for the planned home improvements. Master Bedroom Closet 12% plan to spend $1-$2,500 on their master bedroom closet. Mean – $4,770 Base: 806

31. Slightly more than one-third (38%) plan to purchase their master bedroom closet organization system from a professional. Q: Where do you plan on purchasing the master bedroom closet organization system? 39% plan to purchase master bedroom closet organization system from a retail store. Base: 185

32. On average, consumers plan to spend $4,438 on other bedroom closets. Q: Please indicate the approximate budget for the planned home improvements. Other Bedroom Closet 20% plan to build/remodel other bedroom closets, and are budgeting realistically for what they cost. Mean - $4,438 Base: 806

33. Slightly more than one-third (33%) plan to purchase their other bedroom closet organization system from a professional. Q: Where do you plan on purchasing the other bedroom closet organization system? Slightly less than half (46%) plan to purchase their other bedroom closet organization system from a retail store. Base: 156

34. An average $5,039 is planned to be spent on garage improvements. Q: Please indicate the approximate budget for the planned home improvements. Garage 12% have budgeted $1-$2,500 for garage improvements. Mean - $5,039 Base: 806

35. Slightly less than one-third (27%) plan to purchase their garage organization system from a professional. Q: Where do you plan on purchasing the garage organization system? 48% plan to purchase their garage system from a retail store. Base: 159

36. An average $5,408 is budgeted for home office improvements. Q: Please indicate the approximate budget for the planned home improvements. Home Office Mean - $5,408 Base: 806

37. More consumers plan to purchase their home office organization system from a retail store (48%) than a professional garage or closet company (25%). Q: Where do you plan on purchasing the home office organization system? Base: 190

38. An average $4,811 is budgeted to renovate pantries. Q: Please indicate the approximate budget for the planned home improvements. Pantry Mean - $4,811 Base: 806

39. 23% plan to purchase pantry organization systems from a professional garage or closet company. Q: Where do you plan on purchasing the pantry organization system? Less than half (44%) plan to purchase their pantry organization system from a retail store. Base: 133

40. On average $4,523 is budgeted for laundry room improvements. Q: Please indicate the approximate budget for the planned home improvements. Laundry Room Mean - $4,523 Base: 806

41. The majority (37%) plan to purchase their laundry organization system from a retail store. Q: Where do you plan on purchasing the laundry room organization system? Slightly less than one-third (32%) plan to purchase the laundry organization system from a professional. Base: 135

42. Requested Amenities

43. Drawers are the top requested amenity for closets. Q: For your purchased or planned closet/home organization system, which of the following amenities did you/will you receive or request? * Based on those who have built/remodeled in the past 3 years and/or plan to in the next 2 years Almost half want/have accent lighting (48%), doors (43%), and shoe cubbies or shelves (42%). Base: 90

44. Cabinets are the most requested amenity for garage systems. Q: For your purchased or planned garage system, which of the following amenities did you/will you receive or request? * Based on those who have built/remodeled their garage within past 3 years and/or plan to in the next 2 years Nearly half have or plan to have cabinets (47%) and shelves (46%). Base: 90

45. Almost half (46%) have added or plan to add a Murphy Bed. Q: Have you added or are you thinking of adding a Murphy Bed (pull-down)? Base: 90 45 © Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.

46. Demographics

47. 62% of respondents are female. Q: Are you… Base: 806 47 © Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.

48. On average, respondents make $222,146 per year. Q: Please indicate which best describes your annual household income. Mean Total = $222,146 Base: 806 48 © Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.

49. The average age of respondents is 50. Q: Please indicate which best describes your age. Mean Age = 50 Base: 806

50. 68% of respondents have never visited a closet showroom. Q: Have you ever visited a closet showroom? Base: 806 © Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.