Home improvement makes dollars for dealer

IJOME IMPROVEMENT is big

I Ibusinessat Fitch LumberCo. in Carrboro, N.C. Located near the University of North Carolina in Chapel Hill and the Research Triangle of Raleigh-Durham, they cater to an exceptionally large consumer market where typical projects include room additions, decks, porch enclosures and even second homes. With a consumer/contractor mix of 55/45o/o, they find Spring the high volume time as the weather clears and people become interested in home fix-up. Purchases for home maintenance rank right along with those for improvement and remodeling.

Fitch Lumber is more than a supplier of wood although they sell plenty of it including large quantities of pressure treated lumber. In addition to lumber, they have hardware, electrical and plumbing departments. A large showroom displays floor and wall coverings as well as shades, blinds and a wide selection of decorator items. The store provides installation service for these items and maintains a list of odd job contractors for customers needing help on other projects.

To encourage do-it-yourself projects, the store holds clinics regularly, building attendance with discounts and door prizes. Some clinics are staged by store personnel while others are put on by outside reps. Lots of literature is available for the d-i-yers as well as personal advice and help from knowledgeable employees. Personal service is a No. I priority. Other customer helps are cut-tosize service and custom work done at the on site planer mill. Delivery is available for a fee. Store hours are the traditional 8 to 5 weekdays and 8 to 12 on Saturday.

Story at a Glance

Gonsumer business now outranks contnctor store emphasazes personal service . . . third generation in management . . . hardware stores are main competition.

Fitch Lumber Co., founded in 1908 in nearby Mebane, opened the Carrboro branch in 1923. When the Mebane building burned, all opera- tions shifted to Carrboro. Management has passed through three generations with "Mac" Fitch as president today and R.B. Fitch in charge of Fitch Creations, a related home building business.

The business is housed in a contemporary 12,500 sq. ft. structure with cedar siding and a cedar shake mansard roof. The showroom has wide aisles and carts to encourage self service although help is readily available. Thirty employees are kept busy with sales which reached $4 million last year. The store has been affiliated with Builder Marts of America since 1965. Operations have been on computer for the past four years.

The main competition in Carrboro comes from numerous hardware stores. The nearest building supply store is in Chapel Hill.

In looking ahead, "Mac" Fitch says that they will continue to focus on the do-it-vourself market. He feels that this consumer concentration, which has been helpful during the building slump, will continue to grow and be profitable.