Dealers can satisfy market demand with high style paneling

IrKE CINDERELLA, interior b plywood paneling is changing its image, becoming a high-style hqme fashion, moving from the lumberyard to the decorative product section of the store.

After years of being the popular product for covering walls in dens and recreation rooms, woodtone paneling began to lose market presence about l0 years ago when homes became smaller and decorative schemes began to concentrate on lighter colors. Most retailers resigned themselves to slackening sales of wood grain panels, but the manufacturers did not give up. Responding to market demand. thev have developed within the last five years a new array ofdesigns, textures and colors, most with a wallpaper look.

Decorator panels, designer styles, florals, Victorian patterns, soft colors, children's themes and lisht woods make up the new plywjod paneling options. Still durable, versatile, inexpensive and easy to install, they have been updated to the homes and the tastes of the '80s.

"These new panels represent a commitment to offer profit opportunities to paneling retailers," Robert T. Renfro, president of the paneling division of Weyerhaeuser Co.. explains. "Every new product repre- sents a growth area in the paneling industry which successful dealers will capitalize on to give them a superior product mix."

Story at a Glance

Fashion panels offer new profit opportunities. how to shape merchandising to a new image suggestions fordisplayad- vertising, utilizing consumer promotion materials.

Retailers, who recognize that this metamorphosis is creating a growth area in paneling products, are reaping the profits of the new look. Consumer interest in decorative panels is being stimulated by the plywood Paneling Council, a group including Davidson/PWP, Georgia-pacific, Ply*Gem, Plywood Panels Inc.. States Industries, U.S. Plywood (being acquired by G-P) and Weyerhaeuser. Decorating promotions in consumer magazines and newspapers plus TV programs such as ,,This Old House" are showing homeowners the magic they can achieve with the new colorations and designs. Words emphasize the benefits of panels, while pictures record success in covering damaged walls, coordinating remodeling or just adding a fresh accent.

The high-style panels need a different kind of merchandising. Light colors, linen-like or silky backgrounds, floral patterns, stripes and scenic panels sometimes look out of place in the lumber section. Even the pickled finish woods, scrubbed oak.

bird's eye maple and birch no longer seem always compatible with dimension lumber.

The new paneling designs thrive in the decorative products section, next to the paints, wallpaper, decorative moulding, floor and window treatments. They star in vignettes dramatizing their versatility. Swatches of fabric and color bring out their best features.

The more ideas a retailer can give a customer on how to use the Product, the better it will sell. Displays are extremely important. Emphasis should be on combining various patterns to create special looks such as wainscotting or border designs.

Project selling works well with paneling. Decorative moulding is a good companion Product. A baseboard, a chair rail, crown moulding, a cornice or even pilasters accent the paneling and give it a more complete look. Moulding also can dramatize Victorian or country decor.

Panels must be disPlaYed so that the entire panel or at least enough to properly show the Pattern and texture can be seen. UPright frames work well. Pattern, manufacturer and price should be clearly indicated.

Paneling advertising works best as project advertising, showing a complete room, not just isolated panels. Color emphasizes the colors and patterns available. Selling the complete room project idea brings in other products such as floor covering, ceiling tiles, window coverings and new interior doors. Tools and products needed for successful completion of the entire job are part of project selling.

Timing of promotions is a consideration. Paneling traditionally has sold well in the fall and winter months when d-i-yers find it easier to work inside. However, it also ties in well with spring and pre-holiday selling when people are looking for a quick and easy way to refresh the interior of their homes.

Most manufacturers are introducing the new designs with comPlete dealer support programs including introductory pricing and co-op advertising. ln discussing GeorgiaPacific's debut of their newest decorator panel with a children's theme. Dick Rose, general manager of the G-P paneling products division, said, "We've made it possible to offer a whole new lookan entirely new decorating alternativemaking use of retailers' existing displays and stock capabilities."

Homeowners are being bombarded by manufacturer's promotions as well as stories initiated bY the Plywood Paneling Council in the consumer press. But, it is uP to each retailer to make the most of the opportunity. Those who are saY it pays off. One chain reports increasing paneling sales by 700/o with an upgrade of inventory, disPlaY and advertising.

For the l3th time in 16 years, San Antonio Pole Construction has been asked to build a new pole building for Big Valley Lumber Company at their sprawling Bieber, Ca., complex.

We're very proud of that record and what it says about the customer satisfaction built into every San Antonio building.

The new 25,000 square foot planing mill building shovm on this page in varioui stages of construction is notable for the vast open spaces lreated by the pole building design. Remarkably, there are only six poles inihe entire interior. A good example of how San Antoniots know how and experience can perfecdy tailor a cost effective building to a customerts needs.

Built mainly with the ffne lumber Big Valley produces at this plant, the building's height at center is over 50' and 18' at the eves. Width at the pole line is 150' x 160' not counting overhang. The handsome glue lam beamJthat support the roof weigh over 150,000 pounds.

Some of the footings that support the poles are over 8' x 8' squane. The poles themselves range from 18" to 22" atthe butt Some are over 50'long.

SanAntonio buildings already completed for Big Valley Lumber include lumber storage, green chain cover, dry kiln cooling shed, maintenance shop and garage. Whatever our customerts requirements, San Antonio can handle the job.

Big Valley Lumber Company was founded 20 years ago by Bill Main. The company continues in the capable hands of his three sons, Bruce, Jon and Andy Main and Big Valley