Socrqmento's fttillwork ftlort Goes A Step Further Thon Todqy's Yqrd to Attroct the Retoil Trode

Mil.twoRK A^ART occupics

12OO q. ft, ond with Crlif. Mfg. ownt ncorly full block Norm t oRRrsoN, Millwork Mo.t monogcr ( leff) ond Al Lqd, q5si5loni monqgerqnd buygr, uting the lotssl 3elf-.qvice t6chniqus3, qre qbla to run slore wilh only occcrionol porl.timc hel p

For ideas galore-the unexpected and unconventionaldrop down to the Millwork Mart, 103 "T" Street, Sacramento, the next time you're in the neighborhood. Ask for Norm Morrison, young vice-president of California Manufacturing Company and past master in "creative merchandising." Morrison has a real knack with merchandising, sharpened by a four-year course at the University of Oregon; many of his ideas are completely original, if not downright inspirational.

For instance: There are no conventional island or wall displays in the store ! Morrison has put artistry and action into his displays.

Or consider the interior color scheme: Not iust color slopped from one paint bucket, plus a little daub of trim here and there. Nlorrison has used at least 15 different colors and shades, all tastefully blended to complement his displays and promote ideas, and thereby the sale of paint.

Being primarily cabinet people from way back, the Millwork Mart-a sales division of California Manufacturing Companyemphasizes cabinetry of all types in its merchandising.

In addition to store sales,.the "Mart" is also the only locally owned yard to actively enter the applicating business. Several local remodeling specialists have gone all out for kitchen and bathroom remodeling, but the "Mart" has gone even further. The "Mart" will consult, design, build, install and/or remodel what-have-you-:-from adding a new room to redesigning an entrance hall around grandmother's old hatrack. (Morrison was recently called in by a woman to do just that; moreover, the job ran close to four figures before he had finished !)

"The public has been educated to package-plan buyingeverything from a package tour of Europe to a frozen TIV dinner," Morrison declared. "No one wants to have to call in four or five different concerns in order to get a bedroom or hallway remodeled. In most cases you don't have to when dealing with other businesses. Take the floor-covering people, for instance:

"They don't just drop a roll of linoleum on the back stoop and run. They install their merchandise. No need for the homeowner to have to buy the stickum and then find someone else to install the covering," I)ealer Morrison pointed out.

Isn't the applicating field becoming just as competitive as general retailing?

"Sure," Morrison acknowledged, "but we've got one big advantage over the rest of them. Every job we figure is a custom job. We manufacture and design everything from the ground up. Other applicators are held to the conventional because they are using stock fixtures."

Credit problems ?

Surprisingly enough, practically every outside job the

GENERAT STORE SCENE shows rome' thing new in "islqnd" displqyr. The blqck-bqdered, wire-meih rockt hold voriour hordwqre ilemt "in su3pen' sion;" oll nerchondise i3 individuol' ly price-togged. The "See.lhrough" feoturc of thaie ditplov3 i5 both qr' tiiric ond procticol (Morrison ":tole" thir id6o from lhe Intime Rerlquront in Sqn Fronciscol. n lnrtod of convenlionql, ogqinst-thg' wqll kifchen cobinet dirploY, Morriron mountad <obinetr on eoch 3ide of wire nerh ond gol two diftsent dirployt in minimum floor lpqca (lower pholo, lcft).

Distinctivo derign of door ond drower hordworc wqll disploy (top photo, right) is reol oyc-cqtchsr; boouliful displqy runs antire widlh. of .torc. Bock pqnel! (octuolly <obinol door:l ore eoch poinl.d diftoronl thode fo molch d cenlrol (olor rchemc. In lower Pholo ot righl, Al lord opcnr o door ond drowq disploy pqnal fo revaol eolily accqrsible bockup .tock.

3 New Wood Panelings Styled For Modern Homes

O Wood paneling is more popular than ever with consumers these days. These three panelings from Weyerhaeuser will help meet this demand. Each style is carefuly manufactured, designed for customer appeal, and packaged for added dealer profits.

AII three panelings come in special cartons which protect the wood from dust, dirt, and damage. Packages are easy to handle, easy to store, easy to inventory. Customers appreciate the way these panelings arrive on the job with their natural beauty unmarred, aU ready for quick installation.

Investigate Loc-Wall, Gruve-Ply, Nu-Wall, and the other fine Weyerhaeuser wood panelings. For full details, consult your nearest Weyerhaeuser 4-Square Sales Representative.

"Mart" has done so far has been for cash-even though financing is readily available for home improvements throush local lending institutions. Furthermore, Morrison has n6ver favored a r-eputation for being cheap. As a result, most of the Mart's customers are of the type that "pay now and go later."

But the Millwork Mart is still a retail lumberyard, primarily interested in promoting the use of wood and wood products in homebuilding and remodeling. Applicating is a iideline entered into shortly after the "Mart" was moved to its present location next to California Manufacturing Company in October 1956.

- The Mart was originally started at Alhambra & "R" Streets in Sacramento during June 1949 by Norm's father, C. E. Mgrrison, then head of California Manufacturing Company. Norm came in as merchandising manager of the new "Mart" in 1950, right after graduating from college, and he's been hard at it ever since.

Last Summer, Mr. Morrison passed away, suddenly bringing to a close nearly 45 successful years in the lumber and millwork industry. At that time, Morrison Smith, former vice-president, was elevated to the presidency, and Norm was appointed vice-president. Other current officers include Norm's mother, who continues to hold the post of secretary, and Harry Emerson, treasurer, a ten-year veteran with California Manufacturing Company.

TnnrrR, YARDS DISTRIBUIION D SERVIGE Att GIVE RAPI o o lumber a lumber Producls O tOS ANGEIES 4200 Bondini 8lvd. OVAN NUYS 15t50 Erwin 9r. O NEWARK Ccdor & Smirh Avc.

A IIIWORK ,{ART f{lurlt voriety of prccul Gobin.l3, dctigned ond prccst by Coliforniq rrlonufq<turing Co, ond rold in eithcr knockdown or built-up form. Some of the "Morl'r" bqt-trllert includa (top phoio) Conbinofion charl-bookcqta (rold scpqrqtely if datiradl ond (lowct photo, l. lo r.) bookcorc, rodio cobinct, wordrobo cobinal qnd gun cobi' net; the white pilon in ccnl.r i3 ditplqy of louvar lhullcrs monufocturcd bv Cql. lr{fu.

O RIATTO 555 Wert Riolto Avc. a srocKToN Stockton Bor ComponY 1800 Morrholl Ave.

RETIEF GRAIN PTYWOOD WAtt PANELING IN DURABTE DOUGLAS FIR

The Richesf, /blosf Exciting Decorqtive Wall Psnel on The Building Horizon Today!

O Here's the woll ponel to chollenge ond delight orchilecls, designers ond do-it-yourself fons-eosy to opplyeosy to finish-comes in 4'x8' size,5/16" or 3/s" thick for fost opplicotion over old wqlls or new construction.

O frch-ely's exclusive potented mochine brushing technique resulls in o wormly dromotic texfured groin effect-the hqrder wood groin of the foce is highlighted in sculptured noturol beouty os o resulf of the softer fqce wood hoving been "swept owoy" cleonly ond thoroughly.

O etch-Rly is ovoilqble in Interior or Exlerior type-unfinished or pre-finished.

O Somples ond literoture ore yours on request.

"Sold through quolified iobbers only"

O mlrr rHrs couPoN roDAY!

DURABLE PTYWOOD SATES CO.

P. O. Box 455, Menlo Pork, Colif.

Yes! Pleose send Etch-Ply somple ond literolure 1o...

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P. O. Box 455

1618 El Cqmino Reol, Menlo Pork, Colif.

DAvenport 4-2525

Mills: Arcqlq ond Colpello, Colif.

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