New retailer targets on d-i-yer

lltHEN Sundance Lumber and UU Hardware went from original concept to Grand Opening in 18 months, it was surely a time to celebrate an admirable achievement. But to the three men who are partners in the business, it wasn't an end to the development phase of their business, but rather a beginnlng.

The initial store in La Verne, Ca., a suburb of Los Angeles, is a prototype of what they intend to be a chain of no less than six similar stores to be built in the southern California area.

The three men, all in their 30s. share a common experience of having worked, at one time or another. in the aerospace fieldfor the Lockheed Co. Mike Prodan. who has commercial and industrial building experience, and superintended the building Sundance occupies; John Huff, in addition to spending nine years selling L l0ll jetlines in Europe and the Middle East, also has owned his own retail business; Kevin Strauch worked at Eagle Rock Lumber in Los Angeles (his parents are half-owners) following his work at Lockheed in avionic subcontract administration. Young men with just the exper- ience and background to realize their business projections.

The store sits on 2 1/3rd acres. adjacent to the 210 freeway. Parking for 75 cars surrounds the 10,000 sq. ft. slumpstone building that is windowless except at the front entrance. An additional 2,000 sq. ft. are under roof in the adjoining lumber storage area, with the foundation and footings already in place to cover more of the area, all of which is paved.

Mirroring the planning and organization evident in other areas of the business, the positioning of Sundance Lumber and Hardware in its business environment reflects careful thought.

But the one firm seen as closest to their concept is National Lumber, because Sundance intends in this time of gas shortages to be a true one-stop facility for hardware and related items and to add in their experience and abilities in handing lumber and building materials. "But the thing we do best," notes Kevin Strauch, "is service. We aim to provide a respectable mix of inventory with excellent service tied in." The plan is to be a full service home center.

Their inventory has been carefully chosen to provide their d-i-y customers the good-better-best selection the home handyman needs. In their five mile radius trade area in the long-settled town of La Verne, there are still semirural areas among the new housing tracts going up. There is still plenty of room to grow left in the general area.

Sfory at a Glance

ll0Tlli balloon was one of a number of promotional gimmicks used to draw the more than 2000 that attended the Grand 0oening. In addition to radio, newspaper'and local mailings, promotion also featured an airplane carrying a lighted message under its wings. Headerboard signs of product categories around the building trim weren't in place when the photo was taken. The movie "Butch Cassidy and the Sundance Kid," was the inspiration for the company name.

And well it is as the competition in their general area is enough to give season retailers pause for thought. Included are Ole's, Builders Emporium, Gemco, 84 Lumber Co. and San Dimas Lumber.

Newhome improvement store is prototype for at least a half dozen more.. organization and planning are much in evidence at new firm.. the three partners share a common background in aerospace.

In addition to builders hardware lines, paint, plumbing and electrical, Sundance also carries wall coverings and some automotive inventory. They are heavy to garden and nursery items and intend to expand this part of the business to cater to all those new homeowners with vacant back yards. Buying is done through co-ops in some cases as well as wholesalers and some direct mill purchasing.

Their approach to charging for cutting up lumber and plywood illustrates their attitude toward service. The basic milling charge is $20 per hour, but if all the customer needs is a cut or two. they do it with a smile and at no charge. A "convenience cut" to show their customers they are serious about providing top notch service. Delivery service in the local area carries a flat $5 fee.

Projections call for a 2.75 complete inventory turnover.

Advertising and promotion were hit hard for their recent grand opening. In addition to the local radio and local newspaper, they also advertised in the los Angeles Times. For the opening they hired an airplane that overflew the facility carrying a lighted message that traveled along the underside of the wings that plugged the store and the openlng.

Budgeting calls for 3%ol' of gross to be spent for advertising, including supporting local institutions as well as developing an 8-page flyer to be locally distributed.

There are 18 employees at presenti six full time inside, five full time outside with the balance part time persons. Extensive interviewing was done among the 250 who applied, with a final selection made that includes a good mix of retired industry people to work part time to supply the advice and counsel so important to serving the d-i-Yer. High School and college people handle the more physical work in the yard.

In some cases, they were able to find multi-purpose employees who (Please turn to pagc 60)

THE THREE who made it haooen: Mike Prodan, Kevin Strauch and John Huff. Among the VlPs at a pre-opening party were Bob Howard, Gary Cloud, Linda and Earrv Schneider and John Turner,

MEZZAI{tNE offices and conference room (2,000 sq. ft.) overlook showroom, which has clean, straightforward look about it. Wall signs (f aucet for plumbing dept., light bulb for electrical. etc.) direct customers t0 various areas. Unilorm gondola height contributes to uncluttered look. Handlettered "Specials" signs give relaxed feel. Final stocking of shelves had not been completed when these pre-opening shots were made. Suspended florescent tubes give ample oht.