The new chief executive of battling Hills Ltd has defended an outsourcing deal for the company's iconic Hills hoist clotheslines and garden products that means a large chunk of the range is sold through Woolworths' ailing Masters hardware chain.

Grant Logan, who took over as chief executive of Hills from Ted Pretty in May 2015, says Hills shareholders will need to be patient as the company marks its 70th anniversary because it will take time to restore profits across the company to an acceptable level after major upheaval and transformation, which have resulted in the Hills share price tumbling to a record low.