1. Construction Hammers Phase 1 - “Land & Expand” Launch Presentation
January 2016

2. $400M CONSTRUCTION HAMMER MARKETPLACE CATEGORY GLOBALLY
Construction Growth is Primary Driver
% Category Growth Rate
Residential: CAGR 10 – 18: 10%
Non Residential / Non Building – CAGR 10 – 18: 5%
$400M
CATEGORY GLOBALLY

3. $120M NORTH AMERICA HAMMER MARKETPLACE
Market Share By Channel
Home Centers represent almost half of total US Market
30%
$120M
CATEGORY IN NA
CONFIDENTIAL IRWIN INFORMATION - DO NOT REPRODUCE, DUPLICATE OR, DISTRIBUTE 3

4. Professional Tradesman
END USER OVERVIEW
Profile and demographics
Target User
Framers, Trim Carpenters, General Contractors, Machinist and Fabricators.
Applications
Drive or pound nails into wood, remove nails from wood, separate joined materials, and beat, form and shape metal surfaces
Where users buy
Channel
Percentage %
Home Centers
45%
Hardware
20%
I/C Distribution
30%
Other 5%
Professional Tradesman

5. CONSUMER INSIGHTS Preference for handle types and materials
Qualitative Market Perceptor
Preference for handle types and materials
It varies from tradesman to tradesman. Some prefer the “traditional materials” of wood and steel and some feel more reassured by the durability and modernity of fiberglass and other materials. However, all have a downside
Steel Hammers
Wood Hammers
Fiberglass Hammers
Titanium Hammers
(Estwing hammers were frequently mentioned) are beautifully designed and are all one piece, which reassures that they will not break. On the negative side, steel is seen to be unforgiving on the hands
These are seen as a more forgiving material, reducing hand pain and fatigue; however, wood hammers break easier and more frequently.
These are viewed as sturdy and fairly easy on the hands, but can be highly dangerous as they shatter when they break.
Ratio of weight vs. strike power ensures a good strike and prevents hand fatigue, but prices are extremely high

6. Balance and Feel | Shock Absorption
CONSUMER INSIGHTS
Qualitative Market Perceptor
Opportunity to enter the hammer and demolition tools market
IRWIN is regarded as credible and quality player
Open space to play
Opportunities for improvement:
Balance
Weight vs Strike Power
Tips, Edges and Faces
Curves and Bends
Grip and Comfort
Commercialization opportunities
Create a strong communication and advertising plan around new product offering
Merchandising alignment to drive consumer trial
Critical to Quality
Balance and Feel | Shock Absorption
| Durability | Grip
Tradesmen are satisfied
Room for new brands, not crowded
History with the brand: chalk reels, knives, screwdrivers…CSB

7. HAMMERS USABILITY HYBRID HANDLE DESIGN
Phase I – Framing Scope and Ergonomics
Integrate waffle texture face on framing hammers to prevent hammer from slipping off head of nail
HYBRID HANDLE DESIGN
Handle should be rounded as opposed to oval to aid comfort and fit
Integrate a significant curve at bottom of handle to increase confidence that handle will not slip out of hand during use
Features a straight shaft and round handle with an integrated curve at the bottom to increase grip

8. 67% 24% 9% HAMMER SALES BY APPLICATION General Purpose Framing
All Hammer $ Sales; All Stores FY 2013
67%
General Purpose
24%
Framing 9%
Specialty

9. Product Overview 16 oz. Fiberglass General Purpose
20 oz. Steel General Purpose
21 oz. California Framing

10. PRODUCT OVERVIEW 16 oz. Fiberglass General Purpose Hammer
Phase I – Framing Scope and Ergonomics
16 oz. Fiberglass
General Purpose Hammer
Hybrid Handle Design
Rounded for optimal comfort and fit
Curved bottom to prevent slippage
Hardened end cap for added durability
ProTouch Grip
For maximum control
Forged Steel Head
Superior strength and durability
Smooth Face
Prevents surface marks
Rip Claw
Ideal for nail removal and prying applications

11. PRODUCT OVERVIEW 20 oz. Steel General Purpose Hammer
Phase I – Framing Scope and Ergonomics
20 oz. Steel
General Purpose Hammer
Hybrid Handle Design
Rounded for optimal comfort and fit
Curved bottom to prevent slippage
Hardened end cap for added durability
ProTouch Grip
For maximum control
Forged Steel Head
Superior strength and durability
Smooth Face
Prevents surface marks
Magnetic Nail Holder
Hands free versatility when setting a nail
Rip Claw
Ideal for nail removal and prying applications

12. PRODUCT OVERVIEW 21 oz. Wood California Framing Hammer
Phase I – Framing Scope and Ergonomics
21 oz. Wood
California Framing Hammer
Axe Style Hickory Handle
Curved for control and comfort
Rip Claw
Extended Reach and Impact
15.5” handle offers extended reach and optimal swing speed
Forged Steel Head
Superior strength and durability
Milled Face
Prevents slippage when striking nail head
Magnetic Nail Holder
Hands free versatility when setting a nail
Ideal for nail removal and prying applications

13. US HAMMER MARKETPLACE $$ $$$ $$$$ $$$$$ Manufacturers by Category
Pricing
Framing
General
Specialty
Mallets
Demolition $$
Sept . 17
$$$
$$$$
$$$$$

14. COMPETITIVE LINE-UP Fiberglass General Purpose Model Weight 16 oz.
Surestrike
MRF16S
Irwin
Husky
N-G16CHD-HN
Plumb
11419
Stanley
STHT51511L
Kobalt
62742
Weight
16 oz.
Length
13”
Face
Smooth
Claw
Rip
Curve
Grip
Over-Mold
Pro-Touch™
Comfort Grip / Thumb Indent
Rubberized
Ergonomic Comfort
Slip Resistant Rubberized
Magnetic Nail Holder No
Yes
Target Retail
$17.50
$9.98
$9.97
$9.47
$8.98

15. COMPETITIVE LINE-UP Steel General Purpose Model 1 pc Forged Yes Weight
Vaughan
R20
DeWalt
DWHT51054
Estwing
E3-20S
Irwin
Stanley FatMax
51-943
Kobalt
62739
1 pc Forged
Yes
Weight
20 oz.
Length
13 3/4”
14”
Face
Smooth
Claw
Curve
Rip
Grip
Over-Mold PVC Non-SLip Grip
Rubberized
Over-Mold Comfort Grip
Pro-Touch™ Comfort Grip
Ergonomic Grip
Comfort
Vibration Reduction
Yes (Shock-Block Plug) No
Yes (Tuning fork design)
Magnetic Nail Holder / Side Puller
No / No
Yes / Yes
Yes / No
Target Retail
$29.98
$29.97
$26.00
$22.98
$20.75
$18.98

16. COMPETITIVE LINE-UP Wood Framing California Hammer Model Weight 23 oz.
Vaughan
CF1-HC
CF1
DeWalt
DWHT51411L
Estwing
MRW25LM
Irwin
Kobalt
62994
Weight
23 oz.
17 oz.
25 oz.
21 oz.
Length
17”
16”
17.5”
Face
Milled
Smooth
Claw
Rip
Handle
Curve
Straight
Curved
Overstrike Protection No
Yes
Strike Shield™
Magnetic Nail Holder
Retail
$30.20
$25.98
$21.00
$20.75
$19.98
$18.23

17. PACKAGING STRATEGY Establish Communication Hierarchy F&B APPLICATION
{Milled vs. Smooth / Handle Type}
APPLICATION
Framing
General Purpose
[Narrows Focus}
WEIGHT
Oz.
[Intended use & Preference]

18. NEW IRWIN CONSTRUCTION HAMMERS AVAILABLE Q2 2016
Irwin 20 oz. Steel General Purpose Hammer
Irwin 16 oz. Fiberglass General Purpose Hammer
Irwin 21 oz. California Wood Framing Hammer
Sku #
List
$33.44
$16.17
$28.06
Packaging
Plastic Tag
Case Pack 3 6
Master 24
Lead Time
115 days
NEW IRWIN CONSTRUCTION HAMMERS AVAILABLE Q2 2016
*In-store at Lowe’s Feb 9th

19. PHOTOGRAPHY

20. LAUNCH MATERIALS www.tbsdigitalplaybook.com www.Irwin.com/elaunch
Sales Presentation
Sell Sheet
Master Data Content
Price List
Images – In-use &
Static