"The market rewards improvement," Cramer told viewers, as he highlighted Newell Rubbermaid ( NWL), a company that has been struggling for ages but now may be poised for a major turnaround. Last week, Rubbermaid reported terrific quarterly results, sending shares up 8%. Cramer said that Rubbermaid has brands that we all know and love, brands like Rubbermaid, but also Calphalon in the kitchen and Sharpie at the office. This means that the company will benefit from the growing home improvement trend as consumers beef up spending on their homes. But Rubbermaid is about more than just a rise in consumer spending, said Cramer, it's also about a major restructuring. The company has pared down its business divisions from 13 to just nine and has organized them into just two groups, consumer and professional. That means a drastic reduction in its bloated costs including redundant sales forces and overhead. Cramer said that Rubbermaid is now also a lot less hostage to rising resin and natural gas prices thanks to the continued diversification of its product lines. The company's CEO also has "street cred," said Cramer, after being a winner in consumer products for many years. After losing nearly 85% of its value from 2007 to 2009, shares of Rubbermaid currently sell for just 10.3 times earnings with the company's 9% growth rate. Cramer said the company derives only 10% of its sales from the ailing Europe and has the ability to boost its dividend after a 69% cut in 2009 and another 21% cut in 2010. Cramer said his bottom line is that sometimes the real winners aren't "A" students, they're "D" students that are turning themselves into "B" students.
Discretionary Spending Trade
Kicking off a new series entitled "Show-Off Stocks," Cramer turned the spotlight onto what he called a multi-year trend towards increased discretionary spending. His first show-off stock was Brunswick ( BC), the world's No. 1 maker of boats and other discretionary items like billiard tables and bowling equipment. Cramer explained that boats and boat engines account for 75% of Brunswick's sales and that means that investors can make boatloads of money from this growing business. While competitors have been hit hard by the recession and have closed dealers, Brunswick has been taking share and has seen its dealer count increase slightly. Additionally, the average age of a powerboat in the U.S. is up to 21 years from just 15 years, meaning a large portion of older boats are likely to be upgraded in the near future. Boats may the be ultimate in discretionary spending, but with shares of Brunswick trading just under $21 a share and off its $50 highs just a few years ago, Cramer said this stock has room to run. Brunswick is trading at 11 times earnings with a 13% growth rate, he said, and the company also has a strong exercise and bowling business to boot.