Merchandising exotic hardwoods

By Gage McKinney Contributing Editor The Merchant Magazine

UE TO THEIR unusually bright colors and distinctive grains. exotic hardwoods draw customers to the lumber yards that stock them. And exotics return high profits, usually 5Wo and up, according to dealers who make the extra effort to merchandise them.

Exotic hardwoods, all natives of the tropics, include zebrawood, padauk, wenge, gabbon ebony and bubinga from Africa; cocobola, purpleheart, lignum vitae and Brazilian rosewood from Central and South America; Indian rosewood, red narra and satinwood from the Orient; and others. Most are extremely dense, weighing from 4 lbs. to 7 lbs. per board foot.

The dealer's cost for exotics range from $2.50 to as much as $20 per board foot, depending upon the species. Ebony and lignum vitae are most expensive; zebrawood, padauk and purpleheart ususally least expensive. With such costs even a small inventory of exotics can require a substantial investment, so inventory levels must be carefully watched. last 20 years. "As a result of that kind of experience I want to trim out exotic inventory down to five or six species that have the best turn," Pohle said.

The people at Southern Lumber, San Jose, Ca., among the best merchandisers of exotics, have stocked three 24'gondola racks near the front entrance with pieces of exotic woods and other hardwoods.

These small pieces have a combined retail value of more than$ 17,000. The exotics pieces are cut into squares, blocks and thin strips. They are displayed in shallow bins. Each piece is individually priced and stamped with the narle of the species and the region of its origin.

Most of these small pieces are sold for jewelry making, wood carving, gavels, pistol grips and other craft items. Many are purchased on impulse. Many carry a label that bears Southern Lumber's new trade mark.

"Those three gondolas generate the most sales per square foot of any footage in the store." notes Bruce Pohle, president of Southern. "It would take one full-time man to keep them always stocked properly." he adds.

Southern Lumber also stocks larger pieces of exotic hardwoods in 50' vertical racks in another section of the store. These pieces are priced individually or priced per lineal foot. All are S4S and have their dimensions written on them along with the species name.

"Still, exotic woods are a tremendous drawing card," Pohle continued. "That's the single biggest factor for inventorying them." Southern has carried exotics for 25 years.

Story at a Glance

Despite high inventory costs, exotic hardwoods can return profits and be a strongcustomer draw display techniques are important . . sanding and resurfacing may be needed to retain a fresh look for some woods.

Jack Welty, owner of Sawdust and Shavings, a hardwood store in Riverside, Ca., reports similar experiences with exotics. "They have a limited inventory turn, but they are a great draw," he says.

"Exotlc woods enhance our image as a merchandiser of quality lumber," he says. "They represent perhaps l0% of our dollar volume, and customers drive all the way from Arizona to see our selection."

HARDWO0DS at Paul's Hardwood & Stained Glass, Covina. Ca., comprise half of firm's business, get prominent mention on front ol store. Company does a good business in hardwood chopping blocks.

In contrast to small pieces of exotic hardwood, however, these larger pieces turn slowly. For example, Southern has carried the same small inventory of Indian satinwood for the

Sawdust and Shavings' inventories exotics in 40 lineal feet of vertical racks. Long lengths are surfaced on two sides and one edge and priced per lineal foot. Small pieces are priced per piece. The store stocks up to 200 board feet of each exotic in 414 and

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CABVlltlG tools rest in racks or hung in top area of vertical display unit. Below are piece-priced carving blocks so hobbyist customercan find what he wants all in one compact aroa of the Sawdust & Shavings store.

Special lssue: Hardwood

A-FRAME display at Sawdust & Shavings, Rivenide, Ca., features rare hardwoods from Asia, South America and Africa. First in a series of racks, it is first thing customer sees and is surrounded by broad aisles. Arranging display is Saturday mgr. Mark Short. Signs show species at top, then origin below in smaller print.

NE OF the l)rost re warding things a hardwootl products ir.nportcr can do is to try to keep abreast of what happens rvitlr irnportecl hardwoods in the retail lunrber business. lt's a constallt challenge and stinrulation and therc seems always to be sonrething ncw, rluch of which hc rnay not have known about.

Many rettilcrs and nrore tltan a few importers are inclined to fbrget what can be done and it's gencrally true that the re isn't sufllcient coutact between the two industries. Tlrose who have done this have seen opp()rtunities and worked on thern lo rlutual advan tage.

Much of what is outlined below rray be old hat but if any new idcas are presented to you, reading this article may prove worthwhile. Str let's see what may be new to you.

Everybody knows that the wall paneling most retailers carry is made largely from imported substrate (a platlbrnr on which a tlrral coating is applicd) of one kind or another. Much ol this is produced or plocessed in this country. It should be noted, however', that many overseas countries produce some very sophisticated wall panels thernselves which are readily available at attractive prices. Tliis seems particularly true where real wood faces are used in the more exotic species antl rucril.s altention.

Veneer strips (usually 1/10" x 3" wide) are also available in packagcs which can be put on walls in an infinite variety of patterns providing the same general rustic effect as the domestic product.

Very thin (l/85') veneers with a backing are also produced in 30" wide x 8' long rolls which can be