Plugged into the market
SALT LAKE CITY — A small Salt Lake company has put a new twist on a common device.
The company, 360 Electrical, has designed what it calls the world’s first 360-degree rotating power outlets, giving people flexibility when plugging in large or odd-size plugs from cell phones, adapters, chargers and other power-hungry tech doodads.
As the small company’s slogan notes, “it’s revolutionary.”
“They tend to clog, especially those with the bigger prong on the left-hand side, the polarized types,” said Bill Green, vice president of sales and marketing. “Now you can just plug it in, and then click it out of the way and you have space for the other plug down below.”
While the new spin on electrical outlets won’t hit retail outlets until later this summer, the idea for the pirouetting plug-in came about six years ago. Kimberly Gerard, the company’s president, became frustrated with carrying two cell phones that could not recharge simultaneously because of their large plugs. She invented and patented the 360-degree problem-solver.
“Our solution is so simple, and it usually gets a big smile, especially when I show the outlet to other women,” Gerard said in a statement. “They readily relate stories about trying to plug in tools like curling irons with their bulky hair dryer … plugs in the same outlet. Then they ask me where they can buy them.”
When they do become available, they likely will cost $8 to $10. The plugs rotate in either direction, hold in place and keep power flowing even when turned. The receptacle has the same footprint as a traditional outlet, fits a standard electrical box and sports a snap-on wall plate that eliminates screws.
They’re also designed to be durable. Underwriters Laboratories, which is conducting tests on the device, has set a standard of 10,000 revolutions under a full 15-amp load.
“It’s Marketing 101, really: Find a need and fill it. It’s a great example of that,” Green said. “And when people see it, you typically get the response of, ‘Why didn’t I think of that?’ or ‘I had that idea!’
“They’re just engaging. Visually, it’s just weird (with the plug-ins out of normal alignment). You see it and say, ‘That’s not right.’ When people see it, they just are, ‘Wow, where has that been?’ “
It’s been in development. After testing is complete — UL had to design a new standard to test it — 360 Electrical’s receptacles will begin powering up production at a Chinese factory and meet the demand already exhibited by contractors, builders, architects and others.
“We think a lot of people will want these for a few high-traffic areas of the house, but I get e-mails from people redoing their house who say they want 30 or more,” Green said.
Creating some early buzz for the product are the power brokers at a couple high-profile publications. This spring, the outlet was named “Best Must-Have Gadget” in Reader’s Digest’s annual “Best of America” list. Popular Science had it among the “Best of What’s New 2005.”