Fast growing dealer Opens a lifth store

fIPERATIONS are shaping up nicely at the newest YDixieline branch opened in May of this year in the Mira Mesa section of San Diego, Ca., with the store well on the way to meeting projected sales for the first year, according to William S. Cowling II, president of the firm which is considered to be San Diego's fastest growing home center operator.

Initially, the d-i-y business is higher as might be expected since it traditionally develops faster, but a 5090 contractor,/commercial and 5090 homeowner mix is anticipated in the long run. Operation hours of 7:30 to 6 Monday through Friday plus 8 to 5 on Saturday and l0 to 4 on Sunday encourage d-i-y trade.

Story at a Glance

West Coast retailer adds another branch d-i.y business developing . 50/50 mix anticipated eventually multi-media promotion.

This newest branch is located in the heart of the rapidly expanding north city area of San Diego, about l2 miles from the nearest Dixieline store, popularly known as the Sports Arena branch because of its proximity to that facility. Mira Mesa occupies a five acre site with al25 car parking area.

The new store has no green nursery, but does stock tools and other supplies for the garden trade. Seasonal merchandising includes a patio and deck emphasis in summer with fireplaces, and accessories in the winter. However, seasonality is not a major marketing stress. Plumbing and a complete electrical department are part of the layout. Photographs are used above aisles for identification in addition to bilingual signs for the Spanish speaking. Delivery of purchases is available with a minimum charge based on board feet or a similar basis for other materials.

Many of the employees at Mira Mesa transferred from the other four stores.

Promotion of the grand opening used a multi-media approach with live on-the-spot radio plus tv and newspaper ads, and a direct mail sales catalog.

Dixieline is not a member of a buying cooperative. Distributors provide the bulk of materials sold except for lumber which is primarily purchased direct from the mills. Although Dixieline has been a Weyerhaeuser Company since 1979, it was founded in 1913 as Dixie Lumber by Cowling's father. There are now five retail branches, one export yard, two wholesale yards (one in National City, Ca., and one in Glendale, Az.) and one truss yard.

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