Simplehuman revitalized the housewares industry by reinventing the trash can. By utilizing product design and innovation as a strategic business tool, simplehuman became the leader in stainless steel step cans and is now a rapidly growing lifestyle brand, setting trends with many of the products it develops. LDA has been working with simplehuman from it's early beginnings, designing many of the products that helped to etablish them as a successful brand in a crowded marketplace.