By Duke Ratliff Most vendors across the broad product category called housewares are headed to the big annual show with high expectations. Skeptics might call this blind optimism, but exhibiting vendors loaded with introductions maintain that their high hopes are based on reason. Many of their new products, they say, perfectly address consumers faced with tough economic times. At the same time, smart vendors will come to the show armed and ready to aggressively work with buyers looking for bargains. “Our expectations are very high for the show,” said Elke Roehrig, Leifheit vice president. “Everybody talks about how difficult it is out there, but we feel it’s worth investing in the marketing at the show.” Roehrig said that Leifheit heads to the show with a lot of introductions, so “there’s no reason to feel that there’s a setback. It’s difficult, but it’s important to speak with as many people as possible.” In addition to plenty of gadgets, Leifheit will expand its presence in scale categories both bathroom and kitchen. The bathroom scales use body-mass index to analyze the user’s body composition, and some of the models track the readings over an extended period of time and even offer a trend analysis and recommendations for the user. Leifheit will also offer more promotions than usual at the show, and in reaction to the bad economy, the company “has to be a little more flexible with independent gourmet stores.” Some vendors point to success at the year’s earlier shows as cause for optimism. The new year started off on the right track for Oggi, according to Richard Murphy, the company’s director of sales and marketing. “We’re coming off an incredibly good first show season,” Murphy said. “Atlanta was the best independent [retailer] writing show we’ve ever had.” In Chicago, Oggi will expand its presence in stainless-steel sports bottles with new colors. The company is also adding child-style bottles to its assortment. Trudeau will celebrate its 120th year at the show. “The Housewares Show always brings renewed expectations and the opportunity to meet face to face with many buyers across multiple channels,” said Joseph Hodorowicz, Trudeau’s vice president of sales. Hodorowicz described the business as “challenging, but we remain on a growth pattern and continue to meet new milestones.” He added that Trudeau will look for “new distribution opportunities across all channels of trade.” Among Trudeau’s numerous introductions are the Dolia Olive & Nut Bowl appetizer set, a mist hydrator bottle and a duo pepper and salt mill. Some vendors head to the show highlighting items that they say are particularly appropriate for value-seeking consumers. Freshvac will introduce a lower-priced line of vacuum storage containers called Freshvac PRE. Spokeswoman Sarah Reimann said it’s the right introduction at the right time. “More than ever, during this tough economy, people are looking for ways to save money, live healthier and improve the environment,” Reimann said. “We’ve designed the new PRE line at a lower price point, so all consumers will have access, and we’re seeing opportunities in new categories we’ve yet to penetrate.” The tough economic environment “presents an opportunity for Freshvac, because our product is more relevant than ever.” Stewart Freger, sales manager for MSC International, said the company is “expecting a good show based on the customers that have seen our new 2009 introductions,” he said. “Our booth will be fresh and exciting­—filled with new products and concepts. In general, keeping it fresh drives our business.” MSC International will expand its offerings with corn dish peelers, green hand peelers and a double blue peeler.