Shay Krafft

Product Leader - US Home, Home Improvement, and Major Appliances

Shay Krafft

Shay Krafft is Product Leader for The NPD Group, responsible for leading the complete product portfolio for home improvement, home, automotive, and major appliance services for the U.S.

Krafft has been with NPD since 2017, where she has led relationships with NPD’s key partners, spanning multiple product categories. Krafft has in-depth product lifestyle and project management expertise with branded, private label, and licensed product experience.

Krafft has over 15 years of experience driving brand awareness in markets worldwide to deliver multi-million dollar revenue and profit growth. Before joining The NPD Group, she held various leadership roles at top retail and manufacturing companies including Walmart and Helen of Troy.  Shay received her BS in Business Management from Newman University and her MBA from John Brown University.


Recent Posts


Dreaming of a DIY Kind of Holiday

Dreaming of a DIY Kind of Holiday

Oct 27, 2020

The consumer’s newly expanded interest in DIY projects builds opportunity for home improvement-related holiday gifts and self-spending at retail this season.

Do-It-Yourselfers Will Continue to Fuel Home Improvement Market Post-Pandemic, Reports NPD

Do-It-Yourselfers Will Continue to Fuel Home Improvement Market Post-Pandemic, Reports NPD

Sep 25, 2020

Home hardware stores were the second fastest growing channel through July 2020, and more than 40% of consumers have post-pandemic DIY home improvement plans.

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