Another yard successfully adds consumer selling

A dramatic re-direction in character and marketing orientation has been completed by Capital Lumber Home Center o{ Sacramento, Calif., formerly known simply as Capital Lumber Co.

The company was established in 1925 by Severin Johnson, who is still president, and Sig Lindtroth, and its business was one hundred percent commercial and to the contractor. Now under the marketing managership of Donald E. Koch, its business is directed ninety percent to the remodeling and home owner trade. A substantial dollar amount of commercial and contractor business is still retained, however.

For many years, the lirm was located at l83l 37th St. (soon to be part of U. S. Freeway 50). The new location at 6622 Freeport is well to the southern side of the city. A growing residential area surrounds it and further south are- many farms, both areas providing excellent potential customer sources.

Story dI d Glcrnce

The complete switch from 100% contractor-commercial to 90o/o consumer includes a move to a new location, new people and a general change in business attitudes . widely varied inventory a feature.

'fhe new center is designed for do-ityourself shoppers. Its 10,000 sq. ft. provide ample display area. Cases, tables and display facilities are the most modern. A large yard is contiguous for stocking lumber and larger outside items. An addition. al lot next door is owned by the firm for future expansion.

Officers o{ the company are Severin

Johnson, president; his son Al Johnson, vp.; his son-in-law, Gus Gidlund, secre' tary; Kathleen Griffin, office manager; and Don Koch, inarketing manager.

Koch joined the firm July lst and was formerly with Building Materials Dealers Inc., of Sacramento. He is a firm advocate of sound advertising. In the short time they have been ready for business he has usedlocal newspapers extensively; the Sacramento Union, Sacrarnento Bee and, Catholic Herald,. He conducts a care{ully planned direct mail campaign as well. With this he uses manufacturer's literature and advertising aids to bolster interest and sales response.

As well as the retailing and commercial sales, Capital maintains a manufacturing department for making door pockets which are sold to distributors. The diversity and abundance of products on display is most impressive. These include such items as a full line of paints and brushes, plywood, framed mirrors, grills. a broad line of hardware, bathroom laminated cabinets, unfinished rockers, kitchen stools, ladders and wood turnings.

Electric lightbulbs, fireplace fixtures and accessories, batteries, plant-on trims, unfinished and finished picture frames, carpet runners, cabinet hardware, drain cleaners, a selection of minor plumbing fixtures,' wall plates, yard lights, toilet seats, fancy "bathroom jewelry," locks, door mats, gutter shields, power saws, various other power tools, hand tooh, nails, hinges, turnbuckles, screws, chandeliers, glues, brooms, vinyl rugs, garden sprays and fertilizers and windows.

Aluminum garbage cans, netting signs, pocket knives, keys, metal outdoor sheds for tools etc., and a line of wall paper. Landscape items will be added in season planters, plants, etc.

Here is truly a shopping center for the remodeler and home owner of excellent proportions, .arrangement and attraction.

LlGtlTlt{G tlIIURt display typifies diverse nature of inventory. Paints (upper right) are well-lighted, male it easv for customer to buv. Bterior stone insulates against area's high summrir temperatures. Co. staffen (l-r): Gus Gidlund, Severin Johnson, l(athleen Griffin, Al Johnson and Don Koch. Hardware (righO is all piecg priced, displayed, ready to move. \