Sterling's New Showroom

Qrrnuuc Luunrn Company, California's v third largest chain operation with its 16 northern California branch outlets, held a three day grand opening July 30 through August l, at Chico, where the company has just completed a new 56'x 60 showroom to accommodate its increasing retail and contractor trade.

The new showroom, a beautiful building with laminated beam roof support, was joined to Sterling's existing warehouse in line with the popular combination storewarehouse setup that has evolved out of tried and tested merchandising throughout the country. 'Completely air conditioned, the new store is separated from the ware- house by a l0 foot sliding glass door to prevent air conditioning the whole town of Chico. The new store is also protected by a fire door between the two structures.

Behind the new Sterling showroom is the basic plan that so many retailers have found successful in dealing with the walkin trade: displays that sell merchandise, not warehouse it; modern 48" high movable island display fixtures tlat allow flexibility of merchandising; wall display fixtures with lighting canopies; aisle markers, departmentalized inventories, price tags on merchandise wherever possible, excellent overall lighting, showroom window display of "leaders" and seasonal mer- newest outlet in Sterling's l6-yard chain. Chckout counter (lower left) forms quarter ol circle at rear of store and next to yard entrance. Contractors gen erally drive into yard and come in through side entrance while big parking area in front of store encourages the walk in trade to use front entrance. Paints and supplies (right) are big business with this yard. Wall fixtures are adjustable and have illuminated canopies. chandise, and above all, a store that invites you to come on in and shop with confidence.

Although the store was not designed by a professional firm, looks are deceiving. Sterling President Sabin Carr gives particular credit to northern yard supervisor Curtis Skyrud and Chico manager Joe Brostek for the considerable research that went into the job. A myriad of merchandising ideas were obtained from some oI the newer yards in the Sterling family, from visits to some of California's more successful retailers. the conscientious reading of trade papers for dealer aids and from Sterling's trade association, the Lumber Merchants Association of Northern California.

Sterling Lumber is an interesting organization. Prior to 1916, the firrn oper(Contilu,ed, on Pa,ge 84)

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