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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.
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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 AdvantageTM 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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