r IDEA File

The Feminine Mystique

A new hardware store has opened in west Omaha, Ne., with a distinctly feminine side.

Home & Garden True Value is stocked with a typical hardware store's building supplies, along with sections catering to women shoppers.

At the entrance to one such female-friendly area sits an antique armoire stocked with scented candles. "I wanted our customers, when they stepped in there, to know they were stepping into a different area," says coowner Laura Castro, who designed specific areas for home decor, children's birthdays, and kitchenware.

The store began with a conversation between Castro and Kevin Parks, who owns a True Value store in North Platte, Ne. Parks complained of the difficulty in drawing women into his store. Not if it's designed properly, replied Castro.

The two teamed with longtime hardware store manager Paul Gapinski to create the new location. They toured numerous competitors, looking for ideas on how to craft a business that's attractive to women, but still provides the basics of a traditional hardware store.

Among the results: attractively colored walls; Oprah-approved aprons, dish towels, bright dishes, and seasonal touches, not far from the barbecues; a larger canning section; an area for children's toys, and a ladies' bathroom furnished with fresh daisies and strategically placed purse hooks.

There's also plenty of free popcorn-a sure way to buy more shopping time for moms with fussy children.

"We know who buys and makes decisions in the household," grins Parks.

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Reel Lumber Service [www.reellumber.com] .....,........................28

Regal Custom Mi1|work.......................

Roseburg Forest Products [www.rfpco.com]....................Cover lV

Royal Pacific Industries .,..,,.. ................................49

Simpson Strong-Tie [www.strongtie.com]...........,..,...,................25

Snider Industries [www.sniderindustries.com] ....,.................,..,.40

Swaner Hardwood Go. [www.swanerhardwood.com].................18

Swanson Group Sales [www.swansongroupinc.com]..............,.23

Taiga Building Products [www.taigabuilding.com].....................1 1

Terminaf Forest Products [www,terminalforest.com]..... ............24

Thunderbolt Wood Treating [thunderboltwoodtreating.com] ....35

TruWood-Collins [www.truwoodsiding,com]................,....Cover lll

Van Arsdale-Harris Lumber Co. [www.vanarsdaleharris.net] ....35