Wood stoves & fireplaces, a hot, new sales opportunity

A S SALES of fireplaces, Ifireplace inserts, wood stoves. and portable kerosene stoves increase, aggressive home center merchandising can develop an additional market area in accessories.

"Fireplace accessories is an area we will be expanding otr," one merchandiser explains. "As the area becomes more competitive, it's the place to make margins."

Selling under the all-encompassing label of Hearth Shop, one retailer displays wood baskets, fireplace screens, and irons, fireplace tools and coal scuttles alongside readybuilt fireplaces and wood stoves. Log totes, storage chests, and decorative items for mantel and hearth are found in this section as are old fashioned, long handled corn pop- ping baskets and other utensils for fireside cooking. Set up on a seasonal basis, the department becomes an outdoor living center for spring and summer months.

Another department that can be developed as the demand for firewood increases is the saw section.

In many areas people are cutting their own wood. Both sales and rentals of chain saws are increasing. In addition to the saws themselves, there is a growing need for blades, chains and blade covers. Hand saws, axes, wedges, safety goggles and heavy gloves are fallout items receiving their share of the buyers. Cross merchandising will place displays in both departments.

Fuel sales also can be developed if fire regulations permit. Since kerosene is difficult to obtain in many regions, some home centers are purchasing it in 55-gallon drums and pumping it on demand for customers who bring in containers. If deposits can be worked out, retailers can serve as the middleman to supply drums for customers using large amounts. Coal, boxed or bagged in easy-tohandle quantities, and pressed wood logs also can be sold.

Other related items include stove piping, metal chimney components, insulation.for walls, bricks and tiles for hearths and non-combustible wall surfaces. Gas log lighters and gas log sets for wood burning fireplaces are additional add-ons.

Additional sales are possible with the many stove cleaning and maintenance products appearing on the market. Polishes to maintain glossy black finishes and shiny brass trim, special cleaners for Mica windows, smoke removers, and desooting products for chimneys have all been developed or revived from the past.

Development of an accessory market for wood stoves and fireplaces depends on well trained, alert sales people as much as well stocked departments. A new generation of customers is not aware of the products which will make their experiences with wood stoves and fireplaces easier and more enjoyable. The store representative must introduce the products and explain their uses. Training the employee to educate the customer is vital to the success of wood stove/fireplace sales as well as development of an accessory market.