Milen Launches Handy Caddy on Direct Response TV

May 18, 2010, 09:30 ET from Milen

SEAL BEACH, Calif., May 18 /PRNewswire/ -- Milen, a division of P2F Holdings, announced the official introduction of Handy Caddy, to be supported by a 60 second direct response television (DRTV) spot aired across the country. Handy Caddy is a clever device that sits on a kitchen countertop beneath a coffee maker or other countertop appliance.  Handy Caddy makes it simple to slide your coffee maker out from under the cabinets during use, and then slide it back into place when done.

Handy Caddy was one of the best received DRTV products at the National Housewares Show in Chicago last month. P2F president Michael Freede said, "Handy Caddy is one of those special products that is so simple, yet appeals to almost everyone."

Milen is introducing the Handy Caddy at a $9.99 price point, which has generated excitement among national retailers who can't wait to take delivery. Mark J. Miller, president of Milen, expects demand to be high. "Handy Caddy was developed as an As Seen On TV product, but based on feedback from our major accounts, we now feel it will be a fixture in the planogram of several retailers for years to come."

KSL handles the media buying for Handy Caddy, which will run on national television during the remainder of 2010.

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About Milen

Milen is a division of P2F Holdings, based in Seal Beach, California. It was formed to take advantage of P2F's vast retail distribution network and the growing demand among retailers for As Seen On TV products.

Michael Freede, President of P2F Holdings, said, "Our goal with Milen is to become one of the leading developers and suppliers of As Seen On TV products to our retail accounts. We're going to do this by creating more new products than anyone else. All will have quality, value and fill a need."

About P2F Holdings

P2F Holdings is a major worldwide procurement and distribution company. Carlen Enterprises, a division of P2F Holdings is the leading off-price apparel distributor in the industry. P2F Holdings is privately held and headquartered in Seal Beach, CA, with additional offices in New York, NY.