Hardwood franchise fills gap in market

EFORE answering an Austin Hardwood franchise advertisement, Joe Lomax and Joe Brown were a couple of Joes who saw the need for a specialty hardwood store in theirArea of Orange CountY, Ca.

After running a marketing survey, the administrators for Austin Hardwoods in Austin, Tx., agreed and helped the two set up shop in Santa Ana, Ca., a few miles south of Disneyland. This month Joe Lomax and Joe Brown are celebrating the first anniversary of their franchise hardwood operation.

Located in an I1,0(X) sq. ft. facility with three employees and no sales staff, the independently owned and operated store services both cabinetmakers and contractors on the wholesale level as well as do-it-yourself and artist/craftsmen retail customers.

Before the store opened, Brown went to Texas where Austin PeoPle trained him so that he could become the full-time operating manager of the store, while Lomax continued at his job. Neither had any previous experience in the wood busines except as customers.

Their initial inventory was provided at cost by Austin Hardwoods, but no further restrictions were plac-

Story at a Glance

Unusual franchise arrange' ment allows operators large degree ol independence including buying. . exotic hardwoods used as a cus' tomer draw.

ed on what they do or do not sell. They also are free to buY from anY supplier.

"It's not a franchise in the true sense but a brokerage," exPlains Lomax. "We buY from Austin because we feel their prices and quality are the best, however, we are not required to do so." If theY can get wood for less in California, they are free to make the purchase.

This buying power combination allows their "small operation" to compete with larger outfits. With a network of 15 stores, an operator who locates a rare wood or Price can pass the information or product on to another store. Through Austin Hardwoods they can Purchase a truckload of assorted woods and get a price break where the independent

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