Updating world's biggest home center

T HE changes. updating and itnproventents seen on ln the fiercely conrpetitive Southern California market, they have become the world's largest home center, in terms of size and sales volunte, since first opening the 153,000 sq. ft. store in 1959.

I these pages at the All-American Honte Center in Downey, Ca., are visual evidence of what has helped make them an outstanding success as a retailer.

Their approach to display problems is thoughtful. The results of their research are often executed boldly. Their nrassive new paneling center is a good exantple.

Vice president Leonard Gertler observes, "We wanted to take our paneling departnlent and create something attractive, custonrer stopping, and unique. ln our visiting of many horne centers. lunrber and building ntaterials outlets, it appeared as though paneling was always a stepchild so far as display was concerned. Most retailers tended to down grade display aspects of wall paneling.

"After rnuch thought and discussion with industry suppliers. we decided on a "wheel-type" layout. At the center of our 5,000 sq. ft. dept. is a custonter seryice desk. Radiating out like spokes are stand-up paneling racks. No matter which way a custonrer enters he sees a trenlendous array of paneling. lf the custonrer stands at the center of the department, at the hub, and turns, each aisle is displayed before htun."

The nrain feature is a 52 foot long panel display wall for custonl order panels. lt holds 96 full panels each on a separate rack that rolls out for con.rplete viewing. The display, designed by All American and built by a Los Angeles dis- play house, stocks 70 panels besides the 96 available on special order. Sixty-three are displayed in stand-up racks, seven are stacked on the floor.

According to department manager, Andy Leon, "Our customers have really been impressed. They see a trenlendous selection neatly displayed and easily serviced. I think our suppliers have been even more impressed than our custorners! They feel that there is nothing like our paneling department anywhere, that we have really upgraded paneling from a building rnaterial to a decorator itent."

There has also been a new entrance from the exterior of the store cut directly into the new paneling department.

ENTARGED and remodeled patio-barbecue shop, according to dept. mgr. Henry Knutsen, has "over 7,000 sq. ft. and the most complete selection available in our area. In Southern California patio and barbecue is an all year business, even during the coldest winter months, when most of this area is devoted to fireplace equipment and toys, we sold a surprisingly high dollar volume of patio and barbecue items." Prices range up to several hundred dollars for ensembles and our customers seem im' pressed with tremendous and colorful selection. Also featured is a 100' long, lighted wall, used for displaying single web chair and chaise items. About 40 different chairs and chaises are displayed, with stock underneath display item.

Story at a Glance

World's largest home center updates, modernizes and installs new departments and displays many are designed by company personnel who have the on-the-floor experience.

Att AMERICAN Home Center has begun experimenting with selling auto parts. According to the dept. mgr. Neil Pagano, "With the surge in interest in auto supplies and with the growth in do-it-yourself auto mechanical work we decided to experiment with an over-the-counter parts department. We took 600 sq. ft., set up a stock area, open to full view of the customer, and put in a $17,000 inventory, including generators, alternators, brake shoes, shocks, water pumps, fuel pumps, mechanics' tools, etc. The items are priced more competitively than the traditional auto parts house and being open 7 days a week and evenings we are open approximately twice the hours of an auto parts house. Initial customer reaction has been very positive. They like the idea of the one-stop shopping, are very happy with the prices, and are especially pleased that they can get the parts they want on Saturdays and Sundays when most of the d-i-yers are working on their autos. We also get one day service from our supplier 0n items we don't normally stock, such as, rebuilt engines and transmissions. 0ur supplier is very interested in our progress as they see this experiment as significantly important to them. lf we are successful they will undoubtedly approach many of the mass merchandising home centers to interest them in this concept."

UNI0UE PR0BLEM for huge store is the 400'of store frontage. With main entrance-exit area centered, customer would have to walk up to 300'feet just to reach the main entrance. All American's v.p. Leonard Gertler, says, "A lot of thought was given to the problem so customers would do their walking in the store rather than on the outside." Two unique entrances were devised' They both use subway-style, one'way turnstyles in order to allow customers entrance into the sales areas. At one end, the customers enter into building materials sales yard, at the other, the garden-patio-barbecue area. In both instances customers first walk through a one-way turnstyle into a closed area, and then through a regular 42" high turnstyle into the store. This gives maximum security, prevents customers from passing merchandise out through the turnstyles. According to Gertler, "The two new entrances have dramatically altered customer traffic patterns with many more people now entering and walking through areas that they previously would have not seen. This has increased sales at the two far ends of the building!" Entrances cost about $4,000 each and paid for themselves within a month.

FL00RING CENTER has 3,500 sq. ft. devoted to floor tile, sheet goods, and carpeting. Featured is 48' long wall gondola displaying floor tile in massive, unique way. Wall gondola consists of 8'wall gondola with 2'diagonal display panel angeled out from top of 8' standards, and then a 4' ceiling tile display topping it off. Says Leonard Gertler, v.p., "This creates a massive and very impressive tile display. In addition, tile is displayed directly on the floor by each pattern stocked. The customers seem to appreciate the durability of tile that they know gets a tremendous amount of wear in our retail store." There is also 110 lineal feet of gondola for floor tile. lt displays about 150 patterns of 12 x l2 floor tile. According to Tom Thomas, dept. mgr.,"our sales have increased since redisplaying our flooring in this new area."

G0URMET C00KWARE shop (1,300 sq. ft.) has cedar wood floor, old kitchen antiques and displays merchandise in kegs. bushels, and crocks, using natural wood gondolas. Shop was designed by store personnel. From gourmet cookware and cookie cutters to food processors is displayed and sold. 0bserves dept. mgr. Jerry DeBartolo, "Customers love to wander into the area, look at many of the unusual items, and Lsually end up picking up many gourmet items. Most popular: gourmet gadgets, bakeware, and canning accessories." More unusual items are 0riental cookware, Norwegian professional quality cookware, Scandinavian pastry makers, professional quality cutlery,spices and teas. Large overhead wood structure displays skillets and p0ts.

Merchand isi ng hardwoods " fi'.T**Ynflh*,. ."

OME RETAIL lumber and building material dealers hesitate to stock hardwoods b.ecause of what they see as the expensq of the product and the difficulties in merchandising it. A recent survey of successful hardwood retailers. however. shows that a hardwood inventory doesn't have to involve a large investment and that improved merchandising techniques are making hardwoods easier to sell.

Usually hardwoods have been merchandised by established, high quality retail lumber yards, like Campbell and

Story at a Glance

A survey of four different hardwood retailers and how they have tied into home improvement the newest disproves the old saw of the costly hardwood inventory, their investment for hardwood retailing was only $2500.

Southern Lumber Companies in the San Jose. Ca.. area. Other retail hardwood yards, like House of Hardwood and M & M Hardwoods (both near Los Angeles) have merchandised hardwoods successfully for years. But recently a little hardwood store near Pasadena, Ca., has proven that hardwoods can be sold profitably even with a limited budget.

Two. years ago, Dennis Pagliotti opened R & R Hardwoods at the corner of Fremont and Hellman Streets in Alhambra, Ca. He initially invested $2500 in hardwoods, but since opening he says that he has more than doubled the size of his inventory.

Pagliotti sells hardwoods from a building which used to be the Alhambra Public Library. Within 900 sq. ft. of floor space he stocks from 50 to 150 board feet each of the most familiar Hardwoods, like oak, cherry, maple and walnut, and approximately 50 feet each of exotic woods like cocobolo, ebony, rosewood and zebrawood.

Pagliotti uses two display windows which open upon Hellman Avenue to show-off some of the products he carries, like Watco oil, maple chopping blocks and hardwood flooring. He also has an intriguing collection of old hand woodworking tools on display.

R & R stocks primarily l" hardwoods, surfaced two sides, standing in 36" wide vertical racks. Each species is plainly labeled by a large sign above the rack. A small quantity of 2" hardwood is stocked rough in a horizontal rack. Basswood used for woodcarving sells the fastest from that rack.

The fledgling retailer sells hardwood plywood from a vertical rack that takes only 50 feet of floor space. Dowels are sold fiom an old oak wine barrel. Related sundries, such as Minwax stains, adhesives and sandpaper, are displayed near the counter. Carving tools hang fiom a display behind the counter.

Pagliotti, a senior in business accounting at California State University at Los Angeles, says that sales have steadily increased in the hardwood (PLease turn to page 48)

STILL a university student, hardwood retailer Dennis Pagliottis (left) handles some chores at the planer at R&R Hardwood. Store hours are scheduled so he can attend clases. Small, but well stocked sales counter (right) carries related items d-i-yers need to complete handyman pro jects.