ORGILL REPORT
CNRG’s California adventure Outdoor Supply Hardware establishes its own identity
Clockwise from top: The Moraga, Calif. Outdoor Supply Hardware in the location previously occupied by Orchard Supply Hardware. The stores’ interiors are designed to make California customers feel right at home. The veteran team includes Mike Knickerbocker, Ryan O’Dell (Napa store manager), Craig Loop (district manager) and Steve Rosenthal (Clayton store manager).
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he three letters “OSH” have deep roots and deep meaning in the fertile field of the Golden State retail landscape. For generations they’ve meant Orchard Supply Hardware. But for a growing number of California communities today, the letters stand for Outdoor Supply Hardware, one of the newest divisions of the Central Network Retail Group. CNRG has been steadily expanding the brand’s footprint and sales by focusing on the home improvement triple play — backyard, paint, and repair — while navigating the unprecedented impact of a pandemic.
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“We’re feeling good about the stores,” said CNRG president John Sieggreen, who also carries the title of Executive VP of retail for Memphis, Tenn.-based distributor Orgill. “It’s going well for us.” Since late summer of 2019, CNRG has opened Outdoor Supply Hardware stores in former Orchard Supply Hardware locations in Napa, Moraga, Capitola, Berkeley and San Jose. Another half dozen OSH stores are in various stages of opening or planning. Today, the new OSH stores are either meeting or exceeding sales expectations, the company said. But back in early March, there were some questions to be raised, and a virus to navigate.
JULY/AUGUST 2020 HARDWARE + BUILDING SUPPLY DEALER
From a business standpoint, the pandemic disrupted marketing efforts, grand-opening ceremonies and instore events at the new stores. And there was concern over the impact of the virus on customer traffic in the new age of social distancing. “I was a little nervous,” Sieggreen said. “But, frankly, it’s been going really well. And like so many other home improvement retailers, our CNRG sales have been strong overall, and business has been strong in California.” Inside the stores The old Orchard Supply Hardware was recognized as a Golden Hammer retailer
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