HOME GENTER MERGHANT

BILL FISHMAN

Bill Fishman & Affiliates

11650 lberia Place

San Diego, Ca. 92128 shelfand not enough rod space for hanging clothes (let's face it. when your relatively new business and it appears dominated by independently owned installers. Oops! "Closet Consultants." weight ranges from 214 lbs. to 254 lbs., LOSETS! Suddenly there are big you need a wardrobe that includes size bucks in closet remodeling. It's a 46-48-50 and 52 athletic long). Together with the old shoe boxes filled with whoremembers-what and a collection of shoes, sneakers, slippers and other footwear that should have been thrown out years ago, there is hardly room for the other important stuff such as the photograph albums, 4,000 pennies, keys to the old cars and souvenir cowboy hat. That describes only my side of the closet.

Although the concept ofcloset organizing has evidently been around long enough for there to be I I listings of installers in my Yellow Pages, it wasn't until recently that I took special note of their existence. Within the past few months, our local Shoppers have been stuffed with fliers from these companies with catchy names such as "Closet Expressions," "The Closet Factory" and "Custom Kloset Company." I have yet to see one named "Closets 'R 'Us," but I'm sure that somewhere in America there is one.

Our bedroom walk-in closet is a mess. It's probably pretty typical. There is much wasted space above the closet

I was quick to say, "Do-it," when Donna suggested that we call one ofthe closet companies for an estimate to redo our closet arrangement. I was not prepared for the ticket shock. Their plan was excellent. Their price was almost as long as their telephone number. Total installed price exceeded one thousand dollars. I have that project on hold.

It is evident that closet remodeling is a growing business. I make that judg-

The Merchant Magazine ment from the increasing number of companies entering the closet installation business. I wonder, if those of us who cater to the d-i-yer are doing a good enough job of marketing plans and materials for closet improvement. I am a big believer in promoting "packages." Over the years I have seen ads for remodeling packages sell a lot of sticks, boards and wall materials. That's the way the closet remodeling packages should be advertised. Some of the major chains are promoting pre-finished closet materials in modular systems. Some are tre6ting them as specialty furniture items. That approach is too limited.

There is a constant search by home centers and building material dealers for fresh concepts for merchandising and promotion. Closet remodeling is ripe. Dealers should be featuring plans for modular sections in finished and unfinished materials.

Advertising should be highlighting closet layouts of different configurations and different sizes. With the computer programs at the fingertips of most retailers, it would not be difficult to design and price-out closet packages in an array of designs and materials.

There is money hidden in closets. Not yours. Theirs. Your customers are ready to spend some of that money, if you can show them how to put their closet in shape as a do-it-yourself package.