Gleaning up with green paint

TTtue NEw NoRI N{.q,L looks to be a mix of fewer home sales, but more remodelling and redecorating. Meanwhile, all indications are that green products and materials continue to enjoy strong demand. And if customers are more discerning when evaluating socalled "green" purchases, they're also looking for more local solutions, or at least made in the U.S.A. To me, these conditions paint a clear picture about how to change with the times and boost sales in the second half of the year. Yep, I'm talking about paint.

Let's assume every LBM dealer sells paint and other brush-on coatings. By now, every dealer should have at least one low-VOC offering. Nearly every major manufacturer offers at least one line, so there's really no excuse. But making the minimum effort with one line of marginally "green" paint is leaving money on the table. The industry has matured and there are lots of good options available. Now that economic conditions are encouraging more sprucing up, it's also time to spruce up your paint department.

In addition to directly contributing to the top line, a strong paint department can bring in new customers and boost sales in other product categories, too. Therefore, evaluating and refreshing a strategically important category like this deserves an appropriate level of understanding and commitment. And every case is unique. So, there's much more to say about this topic than I can squeeze into the remaining space of this column.

But with that caveat, there are two things to look at when improving this category: mix and merchandising. The product mix should have a strong anchor brand that will bring in customers and deliver credibility. While national manufacturers may have a quality low or no-VOC line and a suite of economic incentives to close the deal, it might be more beneficial to bring in a strong "green-only" brand, either instead or in addition. Brands such as Yolo, AFM Safecoat, and Mythic have steadily built up big reputations with both health-conscious and sustainability-minded homeowners and professionals.

With an anchor established, fill in with niche products. With growing demand for non-toxic, all-natural products, adding a natural or clay paint line could make sense. Earth Paint or Ecos Paint might be good options. And for protecting the natural look of wood, whether walls, floors or exteriors, there are natural options, too. Vermont Natural Coatings, made with poly whey, and Rubio Monocoat, made with flax, are two worthy options, as is Penofin Verde, made from rosewood oil. There are more options out there, including ones from small local manufacturers that might be just the thing for the "locavores" in the community.

As with any good mix of new products, effectively merchandising them is essential. If you're bringing in a new product line, work with the manufacturer to help with promotional pricing, advertising, and an in-store event. Just as important, make sure all your staff is fully briefed with relevant product knowledge.

Communications strategy is also important. Make sure advertising and promotional messages are aligned with current remodelling and redecorating trends: accentuate healthy living, comfortable home environments, and natural aesthetics. Point out that "green" paints deliver added benefits, such as having low or no odors, which should be important for the pro customer, too. In the store, create hang tags, signage and end-cap displays that get people thinkins.

And finally, don't miss obvious cross-selling opportunities. For example, put natural paints tosether with non-toxic putty, reusable drop cloths, and recycled paint trays.

JaY TomPt Managing Partner William Verde & Associates (415) 321-0848

info@williamverde.com

Cal Redwood Buys Siskiyou Lumber

The California Redwood Co., Eureka, Ca., has acquired the assets of remanufacturer/wholesale distributor Siskiyou Lumber Products.

Siskiyou's operation in Woodland, Ca., and fence plant in Ukiah, Ca., will operate as part of California Redwood, distributing redwood, Douglas fir, and treated lumber.

"The acquisition provides us the opportunity to get closer to consumers and allows us to offer a full range of premium redwood products directly to retail," said Cal Redwood v.p. and general manager Carl Schoenhofer. "To better access core redwood markets and effectively service consumers, we will continue to use a combination of both internal and traditional distribution channels."

Softwood Check-Off Program OK'ed

Domestic manufacturers and importers have approved a check-off program for softwood lumber.

The resolution was supported by 67% of voters, representing 807o of U.S. softwood lumber production.

"This vote demonstrates that softwood lumber manufacturers across North America are committed to working progressively together to build a better future for the industry," said Jack Jordan, chair of the 21-member Blue Ribbon Commission for Check-off and executive v.p. of Jordan Lumber & Supply, Mount Gilead, N.C. "It is a gamechanging investment in the future growth of softwood lumber markets in North America."

A board of manufacturers will oversee the program, which will work to increase the use of softwood lumber in new markets and encourage the development of innovative technolosies.

Parr Lumbet, Hillsboro, Or., paid $2.3 million for 4.61 acres with a 21,488-sq. ft. warehouse in Marysville, Wa., to open its 35th lumberyard.

Parr also holds an option to buy another 2.39 acres for $624,650 within five years.

Sears plans to spin off its 80% share in 89-unit Orchard Supply Hardware.

OSH also expects a September opening for a new 60,000sq. ft. store in San Jose, Ca.

Weed Building Supply & Home Center, Weed, Ca., hosted a grand opening celebration June 10 for its new Great Outdoors display of pavers, decorative block, and decorative retaining wall.

Lowe's broke ground on a 130,000-sq. ft. store in Sparks, Nv.

Los Altos True Value Hardware. Los Altos. Ca.. is closing its Decorative Plumbing showioom to expand its hardware offerings.

After sharing space with Los Altos Hardware for 20 years, manager Marci Skinner will move Decorative Plumbing to Belmont Hardware, Belmont, Ca., to oversee a new showroom.

Big Jo True Value Hardware, Santa Fe, N.M., was named Employer of the Year by Santa Fe Professional Business Women.

Weyco Sells Hardwoods Unit

Weyerhaeuser Co., Federal Way, Wa., has agreed to sell its worldwide hardwoods and industrial products division to New York private equity firm American Industrial Partners.

Northwest Hardwoods is based in Tacoma, Wa., with operations in the U.S., Canada, China, Japan, and Hong Kong. The deal is expected to close next month.

"As a stand-alone company, we expect to offer our customers flexibility, fast market response times, continuity of supply and an entrepreneurial 'can do' attitude," said David Weyerhaeuser, v.p. of sales and marketing at Northwest Hardwoods.

The division employs about 1900 workers and manufactures 15 species of hardwood lumber, from seven sawmills, four concentration yards, four remanufacturing plants, and one log yard, all in the U.S. Last year, revenues for hardwood lumber were $223 million, an 8.2Vo increase over 2009.

"Revenues are related to housing starts and general repair and remodeling in the housing sector," said AIP's John Stanwood. "As these depressed markets improve in the years ahead, the company is well positioned to meet the demand with its excellent hardwood timber supply relationships and extensive, modern and low-cost manufacturing footprint."

Quolity Western Cedor Products

Nu Forest Products, Healdsburg, Ca., has acquired the Accuruff trademark and equipment to produce the high-grade rough-sawn lumber, formerly- oivned Oy-Forest Grove Lumber Co., McMinnville, 0r.

Hampton Affiliates temporarilv idled sarimill Tillamook Lumbei, Tillamook, Or,, in late June, due to log supply.

Serious Materials, Sunnyvale, Ca., was renamed Serious Energy.

Bright Wood's moulding plant in Madras, Or., suffered an estimated $280,000 damage in a June 17 fire that started in an electrical panel.

Weverhaeuser Co. aoreed to seu its Westwood Shippin! tines division to J-WesCo, d hotding company formed by a consortium of Japanese stevedore companies that have been key service providers to Westwood for more than 25 year.

Roseburg Forest Products, Roseburg, Or., agreed to purchase Flakeboard's particleboard and laminating facility in Simsboro, La., and next month will shutter its particleboard mills in Orangeburg and Russellville, S.C.

Gapital Lumber, Atbuquerque, N.M., is now distributing iLevel by Weyerhaeusol engineered wood products in New Mexico, including ilevel Trus Joist TJljoists, TimberStrand LSL, Microllam LVL, Parallam PSL, ilevel Shear Brace, and ilevel Edge and Edge Gold floor panels.

Pacific Award Metals. Baldwin Park, Ca., was acquired uy Gibraltar Industries, Hamburg, N.Y.

Founded in 1962, Pacific Award manufactures metal roof ventilation, trim and flashing at six plants in California, Washington, Arizona and Colorado.

_ OMG has been acquired Tiger Claw, Bristol, Ct., to become part of its FastenMast€r division.

Anniversaries: Burton Lumber & Hardware, Salt Lake City, Ut., 100th Economy Lumber, Campbell, Ca.. 75th ... Western Wood Preserving Go., Sumner, Wa.,40th.

When evaluating the cost ol upgrading to stainless-steel fasteneis, "r.66,6mlsali:ris probably not the {irst word that c0mes t0 mind. However when compared to the overalllob, the small addilional cost of stainless steel is inexpensive insurance against corrosion and unattractive staining that can occur with other fasteners. Stainless-steel fasteners are reliable and long lasting, and reduce costly callbacks, which means happier customers and repeat business^ And by choosing ' Simpson Strong-Tie3 fasteners you receive our commitment t0 quality. performance and service. For outdoor construction, make sure your fastener is stainless steel. lt's worth ii. Learn more by visiting www.strongtie.com/fasten or by calling (800) 999-5099.

Filling the Void for End-Cut Solution

With Merichem Co.'s recent announcement of its exit from the copper naphthenate business (see May, page 22), there is an opening for a brush-on preservative that effectively protects cut ends and drill holes in pressure treated wood.

Most manufacturers of preserved wood require application of end-cut solution to validate their residential warranties when western species are involved, and they recommend it for all species. Producers of heavy duty materials, such as poles and piling, also apply surface coatings to protect inner wood that is exposed after sawing or boring.

One prime candidate for replacing copper nap is an established preservative with the poetic though tonguetwisting name of copper-8-quinolinolate. It has long been listed in standards of the American Wood Protection Association as a pressure treatment, and is recognized for its value as a topical coating. Copper-8-quinolinolate enables wood to resist termites and wood-ingesting insects, while inhibiting mold and fungal decay.

Copper-S-quinolinolate for use as end-cut solution and preservative stain is found in Outlast Q8 Log Oil from CTA Products Group, Southaven, Ms. The product name suggests its roots-it was developed to protect logs for log homes. Its formulation includes trans-oxide pigments for UV control and water repellent to reduce moisture effects.

Six pre-mixed colors are available. If other shades are desired, the product can be colored with machine tints.

Outlast Q8 Log Oil is registered for sale in 49 of the 50 states; it is expected to have necessary approvals in the lone remaining state, California, in the near future. It is currently being sold by dealers in the Pacific Northwest and is used by manufacturers elsewhere.

It has been accepted as a warranty-complying end-cut solution by the licensors of Wolmanized Outdoor wood, and is available from treating companies that produce Wolmanized wood and from Arch Wood Protection. Inc.. Atlanta, Ga.

More information is available at www.outlastcta.com.