They Ca,U it "O'MALLEY',s" in Phoenix

With a flair for llractical pulllicity that is incorporatecl in all the activities of the company, the big, bright signs that attract the attention to the big, bright nerv store of 'l'he O'l\Ialley Lumber Company, in I'hoenix, Arizona, simply read-"O'MAI-LEY'S." Top, front, and side of the big new store these signs identify the place in impressive fashion to all concerned.

The nerv store-no "lun'.ber yard" this but a dazzling display place for building materials-opened forn-rally for business just a ferv u'eeks back at Fourth Avenue and Madison Street. They had a fortnal opening that brought rnany thousands of the better citizens of the city of Phoenix to see something nen' and modern in building merchandising. Direct mail invitations, nervspaper publicity, radio announcements, etc., spotlighted the store openir.rg, ar.rd for trvo full days the crorvds streamed through the store and office departments, the interest shorvn being of a character to bring great satisfaction to "O'l\Ialley's." Of course the entire organization was on hancl to act as hosts for the occ:rsion, and extend the glad hand to the thousands of men, \rromen, and children r,r'ho looked the place over.

The ncrv store is located on the corner of trvo busy busirress streets. The building is 100 lty 127 feet in size, the construction being of solid brick n'ith a veneer of native Atizona sandstone. It houses not only the rvonderful nelv store and display rooms, but also tl.re offices of the comPany, lleautifully arranged and appointed, and done in a variety of beautifully finished rvoods which include ash, oak, gum, beech, mahogany, Philippine mahogany, birch. African mabogany, and redwood.

The accotlpranying photographs furnish an excellent idea of the interior arrangement of the ne'iv store. Engineered to give the customers every assistance in building sl-ropping, the sales and display rooms itre models of the mercl.randising art. The plans rvere worke:l out by the organization itself irr its string of retail yards, and the-y put ir,tr-r the nerv store everything they have learned in forty-three years of building material merch:ndising. The place is probably unique in the building material world, for lighting, display units and their arrangenlent. roominess. and eye-catching :rrrangement of merchandise. Lots of s'alking room, lots of display room, and a general attractivetress that makes it easy for the shopper, rvhether a big or little builder, contractor, or a lady looking for a can of paint or a bit of hardrvare. With most of the stock, such as hardware, builders Irardware, paint, paint accessories, pluurber supplies, plainly tagged as to price, the big store lends itself to selfserving in remarkable fashion. The small buyer can select what he wants, check the price for himself, then take it to lhe rvrapping counter and buy it.

The paint. hardrvare, plrrmbing, and other supplies are arranged around the rvalls on modernistic shelving, and throughout the room on gondolas, skilfully arranged bins, and islands, that enable the shopper to irrspect s'ith ease the materials he seeks. Not an old-iashioned shelf in the place.

There is a home planning center in the store, rvhere customers may inspect plans and plan trooks and other literature pertaining to building. There is a department where panels of various building materials are shown, such as roofing, siCing, mouldings, wall boards. insulation materials. etc.

There is, of course, a lumber sales counter, presided over by a salesman rvho specializes in that department, who talks lnmber and h()mes, buildings generally, and building imDrovements and additions. This is a comfort-

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Today ir's WOODWOBK|

Woodwork lor everythingfor windows, doors, built-in units, millwork products of every kind. Push the trend; Ieqture ond promote it. Thot's the naturql, logiccl course lor lumber merchqnts, onyhow.

Woodwork Institute ol Cqlilorniq is working lor you stirring up the interest beoting the drums. Its progrom ol odvertising, trode promotion ond public relcrtions is olreody ofl to q good stort.