UPSHELF, the New Detachable Umbrella Pole Shelf Launches at the National Retail Hardware Show

New York Cheesecake Entrepreneur and Keyboard Scarf Inventor Launching New Outdoor Living Product at the National Retail Hardware Show in Las Vegas, May 7, 2013

Online PR News – 23-April-2013 – Los Angeles, CA – Los Angeles, CA - Edward David, 60, started his entrepreneurial career in the 1970’s with a celebrated New York Cheesecake bakery that got him featured in People Magazine in 1978 and is still thriving today. In the early 1980’s he introduced the fashion world to the Piano Scarf and the Keyboard Tie, often mocked (think Zoolander), but iconic novelty items worn by countless celebrities. His very interesting resume also includes New York commercial seaplane pilot and medical mobility products specialist, in addition to dozens of inventions. On April 30th, from the Inventor’s Spotlight Booth IS401 of the National Hardware Show at the Las Vegas Convention Center, he will feature his newest innovation, the UPSHELF, an original concept detachable umbrella pole shelf.

“The UPSHELF idea was born at a Los Angeles outdoor café dining patio” says David. “I was watching the staff remove all the condiments from the table every time they cleaned, and I realized a removable shelf that resides on the umbrella pole would solve not just that recurring problem, but also provide more table space. Additional applications kept presenting themselves to me, and I soon realized this product could be useful not just at cafes and markets, but also for backyard patios, beach umbrellas, camping, tailgating and flea market canopy tents, and not just for condiments, but beverages, snacks, flowers, candles, product samples and much more.”

Over a 3-year period David designed a clever detachable shelf that fits on most popular sizes of round or square umbrella or canopy tent poles. The user can choose exactly where on the pole they wish the shelf to be located, and the UPSHELF, a 12” diameter, hinged, patent pending clamshell design, snaps together around the pole in just seconds. It provides a secure and useful platform for 10+ pounds of anything you wish to place on it. Removal also takes mere seconds. The custom fitting that holds the UPSHELF in place can remain on the pole for the next use, and doesn’t interfere with folding and moving the umbrella or collapsing the tent. David designed his product to be dishwasher safe for easy cleaning and with UV protection for long life.

David’s company, Echo Delta, Inc., is now manufacturing the UPSHELF pole shelf in the U.S.A and marketing it at $19.95 in 2 different colors from their website: It will also be available to consumers soon at their favorite local hardware store, or outdoor living retailer in the United States and Canada.

Echo Delta, Inc., a boutique product development company based in Los Angeles, CA.

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