CONTINENTAT IUIUTBER. SATES

2455 HUNTINGTON DilVE, SAll XIARINO, CALIF. RYon l-5681

Deqlers qnd Monufoclurers Teom Up In New Lu-Re.;Co HomeDesign Progrom

I The Lu-Re-Co system of component building will get another big lift in 1958 with ten fresh high-style Chris Choate plywood home designs backed by strong national sales promoii6n and merchandiiing. Plans f-or these designs executed with either conventional detiiling or in the Lu-Re-Co format will be available from National Plan Service. A joint announcement to this effect was made by W. E. Difford, managing director of Douglas Fir Plywood Association, and C. A. TTrompson, president for the Lumber Dealers Research Council. ,, In a combined statement, Thompson and Difford said that the Brogr:un is intended to give both Lu-Re-Co and other lumber -de"Ietr "everything it takes" to get a bigger share of the construction dollar in 1958.

The designs were developed by DFPA with a view

Quality !-: llependability r: $ervice

AllD. the crbility to lurnish matericls thcrt will Plecrse your customers.

WHOI.ESAIE to providing dealers with the merchandising and sales tools they need to develop the sale of a home and the materials in it all the way from planning to finished house.

Both groups will kick off the joint program with exhibits and displays at the National Retail Lumber Dealers Association Building Products Exposition in Philadelphia, showing the proposed merchandising tools which DFPA will make available to dealers participating in the program.

Lu-Re-Co is a system of building developed by the Universitv of Illinois Small Homes Council under contract with the LDRC group. The system is keyed to building components based. on a 4-inch module. Resulting 2x8 and 4x8 foot wall panels are usually made up with fir plywood sheathing, leaving the buver the choice of materials for interior and exterior finish. At thii point about 1,200 dealers have adopted the concept in one way or another and the number appears to be growing steadily.

Commenting on the proposed joint effort between western fir plywood manufacturers and the dealer group, W. E. D,ifiord, DFPA managing director, said:

"No other material lends itself as readily to component building systems and this idea is going to grow to major pioportions in the next few years. We've been looking now for some time for the right medium with which to promote plywood components.

"Lu-Re-Co has definitely proved itself as a program and building system. The Chris Choate home designs are highly adaptable to the system. As we see it it's an ideal combination and our industry intends to prove that we can do more for the dealers interested in Lu-Re-Co than any other building material manufactured in the field."

Backing Difford's declaration of intent, Thompson described the proposed joint effort as a "major step forward" in the development of the Lu-Re-Co program.

"One of our limitations has been the lack of new home designs which can be competitively executed with this system of construction. The Chris Choate homes are exciting and salesworthy. They give a whole new dimension in the program," he said.

Sample merchandising tools will be displayed at the dealer exposition. Douglas Fir Plywood Association plans a complete kit of sales helps based on a compact home-planning center. According to Dan B. Sedgwick, association merchandising director, the dealer list will include fourcolor catalogs, desk tof sales presentations, punch-out mod'els, lighted color displays and other collateral material.

The association plans trade advertising support as the program gets underway. Sedgwick said details on point of purchase material now under development will be available shortly.

Anaheim.-Wagner Realty Co., Los Angeles, received a $184,000 permit to erect a shopping center at 2172 AnaheimOlive Road.