The Show specifically designed for Western Retailers of do-it-yourself products

WESTERN HOME CENTER & BUILDING MATERIALS SHOW

FRIDAY, SATURDAY, SUNDAY, OCTOBER 21,22,23, 1983 ANAHEIM CONVENTION CENTER, ANAHEIM, CALIFORNIA

As a Western retailer you have opportunities not available to your counterparts East of the mountains. Sunset Magazine's Western Market Aimanac states: "Westerners...are less constrained by tradition and are therefore more interested in the present and future. They often are more willing to take a chance, more curious about new exoeriences. less inhibited and are usually good prospects for new productsl'

At the First Annual Western Home Center & Building Materials Show you will have the opportunity to meet face-to-face with manufacturers of the types of new products that will appeal to the innovative Western DIY consumer. The tremendous population explosion ' in the West, coupled with the very distinct regional tastes and styles. make it a lucrative "do-it-yourself" market for home centers and building materials retailers.

The exhibitors in this new exposition are those firms with special products designed to meet the unique rs' Do n't pass u p th is o ppor- tunity to see the broad range of products that will be displayed in the South and Southwest Halls of the Anaheim Convention Center.

In addition, you will have an opportunity to attend a series of seminars tailored to help you better serve your unique marketplace...a seminar program that comes to grips with the challenges you face in your retail operation designed and presented by industry business executives who understand your problems and opportunities. Maximizing your advertising budget , utilizing promotional tools offered by vendors. improving your in-store merchandising-these topics and more await you in this in-depth seminar program.

So don't delay. Fill out the FREE pre-registration form at left and plan to attend the Western Home Center & Building Materials Show October 21-23, 1983, in the Anaheim Convention Center, Anaheim, California.

IT'S YOUR SHOIIU DON'T MISS IT!

Publisher Emeritus A.D. Bell. Jr.

Editor-Publisher David Cutler

Associate Editor

Juanita Lovret

Contributing Editon

Dwight Curran

Gage McKinney

William Lobdell

Al Kerper

Art Director Martha Emery

Stsff Artist Carole Shinn

Circulation Kelly Kendziorski

The Merchant Magazine (USPS 796-56000) is published monthly at 4500 Campus Dr., Suite 4t0, Newport Beach, Ca. 92.660, phone (7f4) 549-E393, by The Merchant magazine, Inc. Second-class postage rates paid at Newport Beach, Ca., and additional offices. Advertising rates upon request.

ADVERTISING OFFICES

I'R,OM WASHINGTON STATE' IDAHO.NORTHERN CALIFORNIA & ontcox, contact Drvld Cutler, 4500 Camous Dr.. Suite 480, NewPort Beach.Ca. 92660. Phone (7 l4) 549-8393.

FROM SOUTHERN CALIFORNIA: contact Carl Vann, 205 Oceano Dr" Los Anseles. Ca. 90049. Phone (213) 4723lB or (714) 549-8393.

FROM THE MIDWEST: contact Wsyne Westlrnd, I109 Willow Lane, Mt. Prospect, Il. 600 5 6. Call (312) 43'l -'l 37 7

FROM THE NORTHEAST: contact Gryle Essary,35-73A l59th St., Flushing, N.Y. I1358. Call (212) 445-8063.

FROM ARKANSAS & OKLAHOMA: " contact Timothy J' Nelson, Marketing Communications, Inc., 5l15 S. !andalia, suite E, Tulsa, Ok. 74135. Call (9t8) 496-877't.

Subscriptions

Change of Address-Send subscription orders and address changes to Circulation Dept., The Merchant Magazine, 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660. lnclude address label lrom recent issue if possible, plus new address and zip code.

Subscription RatesU.S.: $6-one year; $9-two years; $12-three years. Foreign: $14-one yearl $20-two years. Single copies $1.50. Back copies $2.50 when available.

DAVID CUTLER editor- publ isher EDITOR!AL

It sounds great, but . .

lT HAS been years since such a dynamic retailIing development as the warehouse style home center has appeared. Its amazing growth and immediate buyer acceptance have been nothing short of remarkable.

Warehouse retailing, as presently constituted, with a relatively limited number of SKUs, minimum decor and over-all bare bones concept has produced some amazing dollar sales volumes' A House Works store in New Orleans, La., reportedly did $500,000 in three days. That's enough to get anyone's attention.

This allure and sudden success makes us want to stop and say: Let's pause and look at this new phenomenon calmly. Let's remember that the history of retailing includes a succession of fads and fancies that failed. Counted with failures are the long gone corporations that jumped in too quickly, wihout adequate thought and preparation. Their experience should have warned them that there is no quick and easy path to retail profits.

We do not oppose warehouse retailing' Far from it. The concept has already been a big success for some and future practitioners will no doubt equal or exceed their impressive early achievements. But conversely, it is not for everyone. Despite undenied clout in certain markets, the warehouse type retail store still cannot be all things to all people. Their successful operation also requires new skills, flexibility and inventiveness not widely possessed.

A similar volume/price concept, the hypermarches of a few years back were widely touted as the future of retailing. Some advocates loftily implied that those who failed to convert would end up in the trash can of business. Although a brilliant concept, it didn't survive its transfer here from Europe. When the public didn't buy the idea, it died. Some operators lost heavily.

It is too early to tell if warehouse retailing is a replay. While it doesn't appear so at this stage, caution and careful study seem in order for anyone considering converting existing stores or jumping in with new units.