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7/24/2007

PORTER-CABLE and DELTA Machinery Unveil Woodworking “REVOLUTION” at AWFS in Las Vegas


LAS VEGAS (July 20, 2007) – Today, PORTER-CABLE and DELTA Machinery reached a significant milestone in the brands’ combined 189 years of woodworking history by unveiling a new generation of professional woodworking tools for the industry’s most complete line-up of portable, stationary and benchtop woodworking power tools, equipment and accessories. Building upon each brand’s heritage of industry-changing innovation, PORTER-CABLE and DELTA Machinery announced a unified marketing and growth strategy, which incorporates a new modern and precise industrial tool design. The announcement was made at the 2007 AWFS® (Association of Woodworking & Furnishings Suppliers) Fair held at the Las Vegas Convention Center.

The changes are a result of two years of research and development that was focused on the professional woodworking industry. The new strategy is designed to allow the brands to complement each other, as PORTER-CABLE and DELTA Machinery will now be marketed together for the first time. Both brands have leading market share in their respective categories to provide the professional woodworker with the widest selection of tools and accessories from one company.

“All of our changes were made with professional woodworkers in mind, to reflect the quality, precision and durability that they have come to expect from PORTER-CABLE and DELTA Machinery,” said Chuck Hardin, Vice President of Marketing, PORTER-CABLE and DELTA Machinery. “This historic brand REVOLUTION assists our customers, distributors and retail partners by making our tools stand out in woodshops, stores, catalogs, and on the Web with a distinctive look that matches the superior performance of PORTER-CABLE® and DELTA® tools.”

 The changes begin with the tools; the entire line of PORTER-CABLE® and DELTA® products is being designed and engineered based on end-user feedback obtained directly from professional woodworkers. Improved fine adjustment capabilities and ergonomically designed touch points deliver improved precision and accuracy while rugged, robust materials offer unsurpassed quality and durability.

The tools have been given a new cosmetic upgrade as well; all PORTER-CABLE® tools will have a silver metallic look to convey the dynamic, precise attributes of the brand, along with rich, dark gray and black sections to represent the rugged, traditional standard of PORTER-CABLE.  DELTA® tools will have a corresponding metallic silver look and will utilize black cast iron for accents. In addition, they will feature a rigid, simplified geometric design, including closed bases for the stationary tool line to provide improved stability and strength. The new designs will be showcased in a significant amount of innovative products being launched in 2007 and 2008, as well as be rolled-out within the existing product lines. 

 In support of the brands’ new industrial design and tool technology, the advertising strategy, catalog, packaging and Web site for PORTER-CABLE and DELTA Machinery have also been updated to match the new design of the tools, as well as to reflect the themes of precision, innovation and accuracy. Moving forward, PORTER-CABLE advertising and packaging will be easily identifiable with the red-trimmed look to complement the redesigned PORTER-CABLE star logo, and DELTA materials will have a similar look in blue featuring the new DELTA pyramid logo. To emphasize the new unified marketing strategy, PORTER-CABLE and DELTA Machinery will also be accessible through one Web site at www.deltaportercable.com.  

“We believe that these changes provide an injection of energy into the woodworking category, setting the stage for dramatic innovation in the future,” said Hardin. “By continually investing in innovation, we believe that PORTER-CABLE and DELTA Machinery are positioned to succeed for the next 189 years.”

 PORTER-CABLE and DELTA Machinery AWFS® Event

            PORTER-CABLE and DELTA Machinery brands unveiled a unified marketing and growth strategy, and modern industrial design on July 19, 2007, at the Hard Rock Hotel & Casino and at its booth #5401 during the 2007 AWFS® (Association of Woodworking & Furnishings Suppliers) Fair in Las Vegas. The event featured elements of each brand’s innovation and heritage, as well as glimpses into the future with never-before-seen prototypes of tools featuring the new industrial design and tool technology. Special guests included Norm Abram, host of “The New Yankee Workshop,” and Scott Phillips, host of “The American Homeshop.”

About PORTER-CABLE and DELTA Machinery

With a combined 189 years of woodworking experience, PORTER-CABLE and DELTA Machinery design and manufacture the industry’s most complete line-up of portable, stationary and benchtop woodworking power tools, equipment and related accessories for professional woodworkers. Together, the brands have a history of industry-changing innovation, including introducing the world’s first helical drive circular saw, first hand-held belt sander, first motorized miter saw, first portable belt sander, and first 10-inch tilting arbor saw.

For more information about PORTER-CABLE® and DELTA® Machinery brand woodworking tools, visit www.deltaportercable.com.