Washington retailer accents the positives

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Lumber & Hardware, Inc., Kenmore, Wa. "The customer is still king here," explains Rick Barnes, general manager.

Located on the north end of Lake Washington in the North Seattle area, thisTrue Value hardware affiliate has a l0 mile market radius and is the only complete lumber, building materials and hardware retailer in the area, although there are a half dozen local hardwares, a Pay 'N Pak and a Georgia-Pacific unit nearby. A full service hardware as well as lumber retailer, Knoll handles a full line of dimension lumber including both green fir and kd hem/fir, cedar, treated lumber, finish lumber, hardwood and mouldings in addition to plumbing, electrical, paint, hardware, tools and garden supplies.

Barnes characterizes the store as an avid TrueValue operation,adding "It is the key to our hardware success." The True Value circular is the backbone of their hardware advertising, although they also have their own color tabloid to advertise building materials and lumber.

Using special sales themes, Frontier Days, Carnival Days and other colorful promotions attract customers with demonstrations, special events, prizes, free refreshments and low priced snacks such as hot dogs and cokes, plus bargain prices on merchandise.

An outstanding promotion is the Outdoor Living Project of the Year Award. In 1983 the entry deadline was Sept. 10, with awarding of the $500 gift certificate prize on Sept. 30.

Guidelines required that the outdoor living project entered use Wolmanized pressure treated lumber andlor Outdoor Wood. Four photos including before and after shots were submitted with each entry. A bulletin board on the sales floor displayed photos and names of the winner and runners-up at the end of the contest. The name of the winner also was displayed on the outside marquee.

Founded in 1945 by the late Carl Knoll, the firm has experienced steady growth, remodeling or adding new buildings each year and continuously stressing service and quality. Over the years the customer mix has gradually changed. Once 7590 contractor, it

Sfory at a Glance

Northwest retailer stresses quality and service...full service hardware. . .second store in March. uses promotions to generate customer interest and enthusiasm as well as sales. . . kits add packaged log homes successful.

now runs approximately 6090 contractor,409o d-i-y.

Knoll is situated on four acres in Kenmore with a 10,000 sq. ft. retail store and six covered lumber sheds encompassing 35,000 sq. ft. Craig Knoll, son of the founder, is owner/ president. Kyle Kincaid is controller. There are 35 employees with seven in the yard and five in the office.

A second store will be opened next month in Mill Creek to serve residents in an area including North Bothell, Lynnwood, Edmonds and South Everett. Grand opening celebration is scheduled for March 2l-

Barnes identifies 2x4x8 kd as the store's best lumber seller. The best GMROI in the top 20 sellers is concrete mix. Douglas fir and cedar are yard specialties. All lumber is bought directly from mills in the area with selectivity for quality the purchasing guideline. Knoll considers itself the largest seller of treated wood in the area and encourages the building of decks and other outdoor structures with kits, demonstrations and how-to brochures as well as the outdoor living project contest.

An outgrowth of the deck kit is the log home package. Logs are provided by a log home distributor with Knoll furnishing building and finishing materials such as roofing, windows and doors. Six styles are available. Maximum direction and suidance are provided for customers during the building. Barnes emphasizes that this service usually makes the log home owner a customer for life.

Free delivery is provided in the area for most items with Knoll's fleet of five trucks. Deliveries have been made as far away as Alaska although a short haul is the norm.

For the future Barnes sees a continued growth in package homes, treated lumber, bathroom and kitchen components, installed services and d-i-y trade. But, regardless of progress, changes and growth, he says one thing will remain constant: "the customer is king at Knoll."

KN0LL Lumber and Hardware is an active participant in the True Value program. Advertising circulars produced by the wholesalers are used lo oromole hardware merchandise. In addition. Knoll oroduces its own direct mail advertising for lumber and related oroducts.