Simpson Strong-Tie sees opportunity in DIY

Las Vegas -- Simpson Strong-Tie is reaching out to the DIY customer with easy-to-assemble work bench kits and also ideas to empower the typical homeowner. 

Here at the National Hardware Show, the Pleasanton, California-based fastener giant was displaying its DIY Done Right boxed kit work bench, as well as DIY-focused brochures and marketing materials to help connect retailers with consumers.

According to David Larson, national accounts manager, DIY represents a huge market in which to grow for the generally pro-oriented company. He estimates that DIY spending accounts for about 10% of the company's sales, compared to 90% pro -- though its' a difficult ratio to measure.

The company's brochure DIY Done Right brochure positions the use of Simpson Strong-Tie connectors and fasteners as the "professional way" to handle DIY projects. The same brochure offers ideas and hints for storage units, work benchs, trellises, fences and decks.

"DIY is the way to go these days," the brochure states.