National makes it a half-dozen

A T a time when manY home im.f-\provement chain stores are reporting diminished earnings one of those bucking the tide and succeeding is National Lumber and SuPPlY.

Their April opening of a 60,000 sq. ft. Torrance. Ca.. store adds even more believeability to their claim of good business timeS. The oPening broke a// sales records and, even more importantly, the figures went through a// departments, sale and non-sale merchandise.

National is open weekdaYs from 99 and Saturdays and Sundays from 96: but long opening hours are not the key to their success. All their new yards are under roofl no open bins at the mercy of the weather.

They also feature l2 foot wide oPen doors so customers can load whatever they buy and not have to fight a normal door coming or going.

Each of the six stores has its own ready-warehouse. However, the main warehouse in Anaheim, Ca., is expected to supply the bulk of merchandise which is not shipped directly to the store from supPliers.

During their 28 Years in business, they have evolved from a small "mom and pop" lumber Yard into a mass merchandise operation.

Advertising has alwaYs been goaloriented and ran as high as 1O% in their beginning years. Today, advertising expense is well below the traditional percentage.

Stores are located in Los Angeles and Orange County with their primary selling areas abutting each other from El Toro to Hermosa Beach and northeast to Huntington Park.

With the addition of this sixth store National expects to gross approxlmately $23 million rn 1915 and, so far, everything is running according to projections. National is heavily retail,but does accept contractor and industrial accounts. In addition to the usual bank credit cards National has its own charge card system.

The president of National Lumber is Mel Jaffee. He is assisted bY his brothers, Gene and Steve. Chairman of the board, So1 Jaffee, is still active in the business, but can enjoY the luxury of extended vacations when he wishes.

National adheres to a policy of promoting from within. To prevent an ingrown situation or lack of talent, they encourage and train their outstanding employees for executive positions.

General Manager Pat Farrah rose from a stockman to vice-president in twelve years. However, that doesn't tell the story of the manY extra hours a day Farrah put into his retail educa-

National is currently studying the feasibility of two additional stores this year in selected locations, but that won't change their policy of always running in the black. "There is a big difference between borrowing for growth and running a day-to-day business at less than required sales," Jaffee said. "We know that difference and don't forget it."

They maintain a "good/b etter/best" merchandise mix and offer dePth in every department.

Story at a Glance

Opening its sixth store, National Lumber broke all sales records in everY department expected chain-wide gross: $23 million Plans call for two new units in1975.

Their advertising has been written up in the editorial columns of two major Los Angeles/Long Beach daily papers and is studied in advertising classes in three junior colleges as well.

When we read their ads and catalogs it was like reading modern humor. National underplays its importance and its specials even to the point of lampooning an article like a Beach Backrest, " if you weigh more than 150 lbs.,goodluck"or Cabinet Pulls that "attack you when you're not looking and are guaranteed for a full year not to turn green." Advertising in 14 newspapers and direct mailing millions of catalogs over the Year, National saturates its primary selling area.

railings,

SMOOTCHING it up at customer service counler, (1) happy couple totes home the day's shopping. (2) President Mel Jaffee stands by drag racing car used by National as a crowd puller. Note motor oil, other automotive items behind car. (3) Grannies' too' make intense shoppers, even among aisles of auto-related merchandise. UniJorm gondola height gives clean, open look. (4) aisles are kept clear of jumble, with Jree standing displays scatlered throughout. (5) There's no substitute lor a real living, breathing human being to demo a product. (6) Garden' outdoor living products are grouped into effective display; note cabinets in background. (7) Comprehensive light fixture display carries tags with price, stock number and National's name. Area sells both hanging fixlures and table lamps. (8) Plywood and panel stacks are close to moulding and related items' which are displayed verticallY.