Hardware Connection December 2014

91900 Overseas Highway Tavernier, FL 33070 www.thehardwareconnection.com

Publisher/Principal: Tom Chasteen tom@thehardwareconnection.com 305-852-6126

Editor/Principal:

chris@thehardwareconnection.com 317-514-8864

317-797-6609

By Tom Chasteen

Women in Hardware Group Isn’t Just for Women

Welcome to our special Women in Hardware issue. As we were developing this concept and discussing the merits of dedicating an annual issue to women and women’s issues in the independent hardware channel, it soon became apparent this concept was much bigger than just developing a special issue in The Hardware Connection.

The more we discussed the opportunities to share business information from all aspects of our industry (retail sales, merchandising, store ownership, wholesaler management, manufacturing and marketing) we decided to develop the Women In Hardware™ program to help facilitate interaction among women and men in the hardware industry with a focus on the large and growing female customer base within our industry. Allow me to give you some examples that resonated with me as a retailer first and then as a publisher. As long as I can remember retail merchandising of products has always been about the “strike zone” (like in baseball), keeping your prime merchandise between the knees and shoulders and your less expensive (cheaper) merchandise lower than the knees or higher than the shoulders.

Unlike baseball, where the pitcher can modify the placement of his pitches for each individual batter, retailers cannot do that. However, what we can do is modify the product assortment to our customer base and even by department like we have always done with our merchandise mix.

The average height of a woman in the United States is 5’ 4”, while the average height of a man is 5’ 10”. It is estimated that just over 50 percent of purchases made in hardware stores are made by women. If you were to use my “strike zone” for your merchandising layout (I’m 6’ 4” and can easily reach a 7-foot high shelf while standing flat footed on the floor) you could be making it very difficult for female shoppers to even reach that same item. Next time you are in an Office Depot notice the new shorter endcap displays.

If you are in the home center or LBM business and have a kitchen cabinet showroom, then I’m sure you have heard plenty of conversations between husbands and wives about the the height of the countertops and the height of some of the cabinets. My wife, Dale, is still upset with me because I didn’t ask her about height when we installed the kitchen cabinets over the countertops in our kitchen. the way i see it

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Those of you who know Dale and I can understand the dilemma I’ve had for the past 15 years. I recently saw a church marquee sign in central Florida that read: “There are two ways to argue with a woman…And both of them are wrong.”

Women have been an integral part of the independent hardware channel for as long as I can remember. In the past their roles were traditionally in the back end of the business managing the office operations, but that is not the case as much anymore.

Women are buying hardware stores or taking over family hardware store businesses and are actively engaged in both the front end and back end of operations. They also serve as sales reps, marketing managers and senior executives at the manufacturing level. Most of them know as much about hardware as any man with similar experience.

I personally think this is a good trend. I also think it is equally naive not to recognize and accept that women view situations from a different perspective than men, which helps to improve the potential solutions available in various business situations. Women in the hardware channel help the men in our industry better understand the female retail customer, whose numbers will continue to grow over the next decade.

When I came to work in the family business one of my first challenges

was to hire a new manager when our manager of 10 years retired. The best candidate happened to be a woman who was two years behind me in high school, who also happened to be black.

In our little town in the late 1970s there wasn’t one black woman manager of any business much less a hardware business.

On the second interview I told her the job was hers if she wanted it, but I honestly wasn’t sure how some of our customers and contractor trade would react to a black female store manager.

Carolyn was with us for over 10 years and not only was she one of the best store managers I’ve ever had, but to my knowledge there was only one incident where a customer resented having to deal with a woman manager. As you might imagine we politely suggested he take his business somewhere else.

After the first year Carolyn was as knowledgeable about plumbing, electrical, hardware, paint and hand tools as anyone in the store and her people skills were excellent.

Whenever I’m interviewing a job candidate—male or female—I always remember what Don Shula once told a reporter who asked him about his NFL draft objectives. He replied “My objective is to draft the best athlete available.”

I do the same thing when interviewing job applicants. I’m looking for the best

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the way i see it

candidate, and I don’t care if they are male or female or what their race is.

Women in Hardware™ is not exclusive to just women, nor is it exclusive to women’s issues. It’s about embracing the new roles of women in our industry and learning how we can better market our products and services not just from a retailer perspective but also a manufacturing and wholesale perspective.

If you are interested in learning more about Women in Hardware™ or if you want to become a member, you can either contact me or Diane Allen ( diane@thehardwareconnection. com ). We would be happy to listen to your suggestions and share with

you our future plans for Women in Hardware™.

We also encourage you to have other people in your organization sign up for a free subscription to The Hardware Connection by going to our website www. thehardwareconnection.com . You can always unsubscribe at any time and you have my word we will not sell, share, loan, rent or give your email information away.

I hope you enjoy this inaugural issue of Women in Hardware. From one hardware retailer to another let me know what you think at tom@thehardwareconnection.com . n

Tom Chasteen, the publisher/principal of The Hardware Connection, operates Tavernier Hardware in the Florida Keys.

By Diane Allen

Women in Hardware Group Brings the Industry Together

The Women in Hardware™ group launched recently by The Hardware Connection is not just for women. Whether you are a woman or a man, we encourage you to consider joining this professional network of retail owners and managers; key sales, marketing and operations managers for manufacturers and wholesalers; and their business partners from across North America.

When I first became involved in the hardware industry 17 years ago, the majority of decision makers were men. Look around any wholesaler show today and you will see a good mix of women and men. This familyoriented industry has realized that hardware stores are not just for men, and that with a woman’s perspective these stores stand a greater chance of prospering.

Growing up I was fortunate to have a core group of strong women as role models. My grandmother and my husband’s grandmother were both successful business women as early as the 1960s. Neither knew the words “can’t do,” or if they did, they never listened to them.

Seventeen years ago, our teenage daughter relished sharing at the dinner

table the news that I had received a call confirming a meeting to discuss a job in the hardware industry. My husband, Steve, questioned my sanity and asked why I would want to leave a stable career to try something different after establishing myself for more than 15 years at one company. However, he trusted my judgment and has always given complete support and provided his unique male perspective.

I didn’t realize at the time what a life-changing decision I had made. My first business trip took place on my first week in the industry. I learned more than I ever wanted to know about airlines and how they dealt with lost luggage and even a lost son. Fortunately, Billie Hammond stepped in. I will always be thankful for her class, great sense of humor and unique perspective as she helped and supported me not only that first week but throughout the years that followed.

The first two retailers I met in my new career were the Johnsons and the Garbers. Marilyn Johnson charmed everyone with her sincere Southern charm. I was lucky she took me under her wing. She and her husband, Bruce, always took the time to

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visit with me and I learned a great deal from them both.

Del and Maggie Garber originally ran a successful business in Illinois. They loved the Pacific Northwest and decided to sell everything, move their two daughters and begin a new life with a hardware store in Gig Harbor, Wash. Maggie shared how scary it was to just pick up and move and how she hid their life savings as they drove from Illinois to Washington. She continues to run a successful business and travels with their daughter, Becky, who also runs a successful hardware store in Bainbridge Island. I am constantly in awe of how these caring entrepreneurs were always willing to take risks, some more calculated than others.

I have been fortunate to learn about the industry and what it takes to be an entrepreneur. The personal “bonus” for me has been lifetime relationships that have formed with people in the hardware industry. Steve and I were welcomed into this special hardware family, giving us a chance to know not only retailers, but entire families. Relationships were formed that are still strong today.

The independent hardware channel has seen many changes over the years. The standard set-up used to be husband and wife teams, with the men typically running the front of the stores and the women running the back office. Today,

more women are serving visible roles as owners, co-owners and managers of hardware stores and lumberyards, catching a little of the entrepreneurial bug.

Since there are more women active in the industry today, it makes sense that the industry come together to embrace them. Let’s support one another and help to share what we know through opportunities, experiences and our knowledge.

As a member of Women in Hardware™, you will have opportunities to share business practices and ideas with others in the industry. You will be able to network face-to-face at events. Each greet-and-learn session will focus on industry business issues, enabling you to get a takeaway business benefit. Email networking, information sharing and the ability to post questions and comments on social media for industry feedback are among the features that will be available. Most importantly, you will be able to pay it forward and give back to the industry.

Once you are in the industry, you never want to leave. That’s why you see retired executives sharing their experiences in seminars or helping out a supplier friend at a buying market. People in this industry don’t leave, they reinvent themselves. It’s in our blood. We don’t just clock in and out of a 9-to-5 job. We care about the people, we care about

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women in hardware

our service and how we can contribute to society. These are all reasons why the Women in Hardware™ program has been created.

I have been given an opportunity by The Hardware Connection team to give back to the industry by offering this program that pays it forward. I cannot fully express the gratitude I have for The Hardware Connection team: Tom and Dale Chasteen, Dan Akers and Chris Jensen. They have stepped up to support Women in Hardware™ and to also give back to the industry that has been so good to us all and I thank them. While visiting with fellow industry professionals regarding the feasibility of putting together the Women in Hardware™ program, I was able to quickly come to a conclusion: yes, we do need a program that offers the opportunity to network, learn and support one another to make our industry even better. Every woman I meet has a unique story and a different perspective, and we have created a way to share those life experiences. I know each perspective regardless of gender is valuable and will help to make our industry even better.

If you are interested in forming more relationships within the industry and sharing your ideas on how to make our industry better, then I urge you to consider membership in Women in Hardware™. Memberships are

affordably priced at $99 a year and will include the opportunity to attend events structured around major industry events (such as wholesaler shows) several times a year with a business take-away from each, a quarterly newsletter and more to come.

Richard Branson was once quoted saying, “If someone offers an amazing opportunity and you’re not sure you can do it, say yes, then learn how to do it later.”

As the organizer of the Woman in Hardware™ program, I have been offered an amazing opportunity, which I in turn offer to you. Let’s seize this amazing opportunity together. Thank you for the opportunity to give back to this incredible industry. I can promise you that the Women in Hardware™ Program and its sponsors—ECi Software Solutions, The Hardware Connection and The Hardware Conference—will support and provide what is necessary to further relationships in this industry to make it even better. Let’s open doors by being bold enough to knock.

To find out more about Women in Hardware™ or to share feedback email me at diane@thehardwareconnection.com or call me at 317-432-9177. I look forward to seeing you at a future industry event.

Diane Allen is the director of vendor programs for The Hardware Connection including the Hardware Ambassador Program™ and Women in Hardware™.

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Women in hardWare

By Chris Jensen

A Tribute to Womenhardwarein

Karena Reusser

Modern Home & Hardware | Woodsfield, Ohio

Karena Reusser took over the family business when her father retired. Since that time, she has created a community store that has become a shopping destination in Woodsfield. She oversaw a major store improvement project that included a complete rebranding inside and out, along with the addition of a Little Caesars pizza counter, a Radio Shack outlet and an extensive selection of outdoor sports and hobbies. She also serves on the board of directors for Do it Best Corp.

How did you get your start in the retail hardware business?

Wow. It’s been nearly 26 years. My dad owned a small Main Street hardware store. You know, the ones with the few, crowded, long, dark aisles, the creaky wood floors, the big steel nail bins and the strong chemical smell from the lawn and garden products. It started as a chance for me to spend time with him, because that’s where he always was. I just showed up and waited for him to need me. When people quit or didn’t do their job, I stepped in. He taught me to sniff out a good deal, and we’ve enjoyed buying and selling hardware together ever since.

What are your proudest accomplishments as a hardware store owner?

It always bothered me when I would run into family members at reunions who would ask: ‘So, Karena, what do you do now, just work at the hardware store?’ Even more, I knew that our store was thought of by the community as just one of the three hardware stores in town. Oh, I hated that. It was my dream to create a store that would excite the soul of our customers. I wanted to hear them say how much they loved to come there and hear children insist that they come to our store. I never wanted a woman to sit in the truck while her

Karena Reusser

husband stopped in for an item. So many people told me that what I wanted wasn’t possible. I know the raised eye look so well. But what we have today is the most exciting retail destination in our county and it is constantly evolving to be the favorite place to shop.

Who were your mentors?

Now this is hard because I don’t want to offend anyone. I have had so many mentors in this business. One that comes to mind immediately is (the late) Stan Hardman of Hardman Supply in Spencer, W. Va. He taught me to balance what he called “young enthusiasm” with practical business sense. I can still hear him say, ‘That’s iffy. I don’t like iffy.’ Another is Ron Clark, who is a regional sales manager at Do it Best. Time after time he suggested books to read and stores to visit for ideas.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

Of course your first thought is insult, but you have to get past that quickly. I used to look at the item in the guy’s hand, and beat him to the draw. “Oh, so it looks like your start capacitor had a hard life.” The other thing I would do is quickly run to my office and call a contractor friend and ask the question. You have to look like you know what you’re doing. Even if you’ve never heard of the item or the application, you have to find

a quick answer. Men will be less tolerant of you not knowing, so act like you do and they never need to know how you came by your knowledge.

What is your retail philosophy?

Successful retailers today must excite the soul of their customer.

What

makes your store unique?

You can buy a scarf, a chainsaw, an iPhone 6, a large pizza, a stainless steel french door refrigerator, red fox urine, a gallon of paint and a dog tag, and we even have hammers.

What advice do you have for other women who might be considering getting into the retail hardware business?

Learn the business, make connections in the industry and never stop learning. The day you decide to stop learning and improving your store is the day you owe it to your customers and your colleagues to get out of the business.

Diana Brunjes

Diana Brunjes Bay Hardware Seal Beach, Calif.

Women in hardWare

In 1988, when Diana Brunjes was just four years old, her parents moved from California to Illinois to work at Craftwood Lumber Company and raise their children close to their grandparents. Diana and her siblings all started in the business at an early age, working for candy and soda. Diana continued to work at Craftwood during high school and throughout college.

After graduating from Indiana University with a degree in secondary education, Diana moved to Chicago and quickly climbed the corporate ladder at Huntington Learning Center, finding herself as Center Director in just over a year. This was when she realized business was her strength, so Diana began pursuing her MBA at Loyola University Chicago at the age of 24.

Meanwhile, her father David had spent six years looking for a second store. He found a gem, a 60-year-old store named Bay Hardware in Seal Beach, Calif. After what would become a life-changing phone call and subsequent visit to the store, Diana happily agreed to move to California to determine if this store was worth saving and had the potential to be profitable.

Two months later, Bay Hardware was purchased and as vice president, Diana began work immediately to make the computer data more accurate, increase and improve product selection and pricing, all while instilling new policies

This year Bay Hardware will post the best sales in its 60-year history thanks to the hard work of Diana Brunjes and her family.

and procedures to improve the store’s efficiency and community perception.

In 2012, her sister, Caity, moved to Seal Beach and has since worked her way up to assistant manager.

Knowing that Bay Hardware was now a stable, well-oiled machine, Diana and her father began looking for a third store. In July 2013, Diana found Lunada Bay Hardware, a 2,500-square-foot store tucked away in Palos Verdes Estates, Calif., about 45 minutes from Bay Hardware. After doing their research, the Brunjes family moved forward and purchased the store in December 2013. During this period, Diana was elected president of the Seal Beach Chamber of Commerce.

Diana and her brother, Dustin, the store manager, began improvements on the new store immediately. In less than one year, Lunada Bay Hardware had installed its first computer system and increased its inventory by over $100,000. It now stocks almost 10,000 items, and sales are up over 150 percent year to date. The Do it Best store underwent a full renovation in midNovember and the customer feedback has been tremendous.

How did you get your start in the retail hardware business?

I began “working” at the age of five, going to Craftwood Lumber with my parents, who paid me with candy and soda. I more or less left the business when I went to college, only working during breaks, and went on to manage a tutoring center in downtown Chicago after graduation. A phone call from my father in 2009 regarding a store for sale in Southern California, a block from the beach, was all the spark I needed to get back in to the family hardware business.

What are your proudest accomplishments as a hardware store owner?

This is a tough one, with so many proud moments. At the time of Bay Hardware’s purchase, the store was in dire straits. After some struggles to implement new procedures and policies, we all came together, as a team, to turn around Bay’s yearly sales, experiencing year-after-year increases, making us a $1.1 million store. Being named a 2014 All Star Hardware Store for California was kind of an affirmation of all our hard work, perseverance and dedication. I never expected that kind of success, professionally or personally, in less than five years; of that, I am most proud.

Who were your mentors?

At the risk of sounding like a cliche, my parents. Both have been

instrumental in developing and shaping my core values, which I believe are my strongest asset when it comes to management and work. I believe in hard, but smart, work. I believe in selfimprovement, which includes reflection on situations and what I could have done differently, and this is something I work on every single day. I’ve also learned to love myself, for all that I am, regardless of my imperfections, because the people that I look up to most in the entire world think that I am the awesome one. I’m most appreciative that my parents taught me self-love.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

Dismayed is a strong word. I would say I encounter customers ‘in need of enlightenment’ on a daily basis. Surprisingly, it’s not just men who want “one of the guys,” it’s women, too. I never get upset at this request. I tell them I’m ready and able to help and if I don’t know the answer, I’ll find out. The best is when the customer still wants a “guy,” I go get one, as they requested, and then the guy comes back to ask me for help.

What

is your retail philosophy?

The absolute most important part of hardware retail is having a stellar

Women in hardWare

staff of employees who are knowledgeable, personable, creative and motivated. Once you have established that kind of company culture, it really comes down to having the right product, at the right time, in the right amount and at the right price, which must be fair and competitive. Finally, you must keep up with the times; nothing should stay static for too long or you’ll be out of the game.

What makes your store unique?

I believe our customers get an experience when they come to our store, whether in product knowledge, laughs or pure reminiscence. We also have the world’s most amazing customers, so loyal and caring, and they appreciate us as much as we appreciate them.

What advice do you have for other women who might be considering getting into the retail hardware business?

Go for it! There is nothing dull or boring about this business. I learn something new every single day. I feel appreciated when I’ve helped solve a customer’s problem, and the staff is like having a second family. Definitely prepare yourself for some hurdle jumping and criticism, but keep in mind, if you don’t experience some failures, you’ll never know the wonderful feeling of progress and success.

Women in hardWare

Gina Schaefer Gina Schaefer

9 Ace Hardware stores

Washington, D.C. and Baltimore, Md.

In 2003 Gina quit her job with a technology company to open an inner-city hardware store in Washington, D.C. Her husband, Marc Friedman, soon quit his job to join her as CFO. They now run a $20 million company that operates nine Ace Hardware stores in Washington, D.C. and Baltimore, Md. Their Old Takoma Ace store received the “Coolest Hardware Store” award from Ace Hardware Corp. in 2011. Gina serves on Ace’s board of directors and previously served as a steering committee member of Progressive Ace Leaders. She is also a board member for House of Ruth and serves on the advisory board for Jubilee Jobs, which provides skilled job preparation and placement services for the unemployed.

first job or they are in some form of recovery program or they are trying to raise children in the city and work in retail—I love interacting with my team and getting to know them. Almost every one of the folks on our leadership team (back office, managers and assistant managers) all started out working as a sales associate and being able to promote them is the best accomplishment as a leader.

Who were your mentors?

My first Ace district manager believed in me so strongly that he drove more than two hours each way for weeks to help set up our first location. He taught me that no matter how outside the box something might seem (urban hardware store, no parking, two levels, no elevator, etc.) that it just might work. And although I never met with her as a mentor, Judy Wicks, who wrote “Good Morning Beautiful Business” and started the White Dog Café in Philadelphia, has taught me about the power in having strong beliefs and about the power of community.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

I remember instances of this when we opened our first location but that seems so long ago. Some of the other

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female hardware store owners I know will joke about occasional occurrences but it’s rare. Frankly, there are just as many men who don’t know what products are needed for a project as a woman, so we find that good customer service goes a long way no matter which gender is involved.

What is most important to female customers who are shopping for hardware products?

Another female hardware store owner responded to this question this way: “Is there a difference between what a woman wants and a man wants from their hardware store? I don’t think there is much difference. Everyone wants great customer experience, good value and good quality.” I think she sums it up nicely.

What is your retail philosophy?

My husband and I banned big-box shopping from our lives about 10 years ago. My philosophy as a shopper is to “shop local” and my philosophy as a business owner is to support and promote local businesses as much as I can. I serve on the board of Think Local First DC, an organization committed to promoting local businesses in Washington.

What advice do you have for other women who might be considering

Women in hardWare

getting into the retail hardware business?

It’s hard! Well, I’m only sort of kidding. Being a business owner is hard no matter what business you’re in. I have several points that I offer when mentoring women who want to be in business and then a few for hardware specifi cally.

1. Don’t be afraid. Seventy percent of businesses never start due to fear.

2. Ask lots of questions. There is no such thing as a dumb question when you are starting (or running) a business.

3. The sky is the limit with hardware stores, so don’t think of it as if it would be “your grandpa’s hardware store.” Hardware store owners can sell anything they want for the most part. We have lively garden centers, extended pet sections, lines of housewares, party supplies—all in addition to the necessary tools, plumbing and electrical items.

4. Pick a co-op or supplier who will best meet your needs. Some wholesalers are just that. They will sell you items all day long but not necessarily help you with marketing or training.

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Jennifer Humphrey

Jennifer Humphrey

Craig’s Hardware Muskegon, Mich.

Jennifer is an active owner along with her husband, Craig. She has been aggressive in updating the store with the right mix of merchandise and advertising, and recently added a new POS system. She is always looking for opportunities to grow the store. Recently, they expanded to a second location.

Women in hardWare

How did you get your start in the retail hardware business?

I’ve been in the hardware business since 1997. I was fresh out of high school. I was on the hunt for a betterpaying job and I was going to college. I went to a temp agency, took an aptitude test and tested high in mechanical ability. The hardware store was looking for part-time help through the temp agency. I interviewed and got the job. What started out as a part-time job went full time, and I loved it. Every day was something new, a new challenge, new people—it was pretty awesome. As Craig’s Hardware grew from a small 2,200-square-foot hardware to a larger

Women in hardWare

7,500-square-foot store I grew along with it, eventually working my way up to manager. Then several years later, in 2007, I married the owner of Craig’s Hardware.

What are your proudest accomplishments as a hardware store owner?

fellow employees so they can better serve our customers. That also allows them to gain the confi dence they need to be able to fi x things at home for themselves. There is nothing more humbling than to be able to help others.

Who were your mentors?

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My proudest moments are being able to help out the customers that come in looking for parts and pieces to a project that they are working on. I’m able to help them put together the project. I also love the fact that I’m able to provide work and train

My husband is my mentor, and I thank him for everything I know. He has taught me many things, from product knowledge to how to treat the customers, but most of all how to see the big picture. As an owner of a business you need to be able to put things

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into perspective so you handle the right situation first. There are so many different things going on at once, being able to stay focused and handle one problem at a time can sometimes be a challenge.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

I usually encounter that type of customer at least once week. The best way to change their way of thinking is to fix their problem and be right. Make sure they don’t have to come back twice for

the same situation. Once you gain their trust they are your biggest supporters. You become the one they seek out for help. Trust is huge in customer service, not only with customers but employees, too.

What is your retail philosophy?

My retail philosophy is to treat everyone—customers and employees—the way you would want to be treated when they come through the door. Everyone wants to feel special and the best philosophy is to do your best to make them feel that way.

Women in hardWare

What makes your store unique?

Our stores are unique in the way that our customers are on the third generation. We started with what are now grandfathers who brought their children in the store, and now their children are bringing their children in. We recently purchased our second store on April 1, 2014. We have a very similar situation in that those customers’ grandfathers would come in for their hardware supplies and start their morning with a cup of coffee with their friends. They would bring their children with them, and now those children are bringing their children in. They have been coming into the hardware store for 20-plus years to not only get their supplies, but for our service and friendly atmosphere. I’ve truly learned over the last eight months what it feels like to be part of a small community.

What advice do you have for other women who might be considering getting into the retail hardware business?

Go for it! Like any other job it comes with challenges, but if you love the challenge and you love to help people then there is no greater reward. Being able to help someone with a project that makes their life easier or just an update in their house—their smile is your reward for all your hard work.

Deb Axce

VanWieren Hardware | Holland, Mich.

Deb is the full-time owner and operator of VanWieren Hardware in Holland, Mich., a business that was founded by her grandparents in 1948 as a gas station, lunchroom and bait shop. Her mom Geneva and sister Laurie also work in the store. Where Deb has really excelled and left her mark is through the store’s success during the Christmas season. Large displays, tree decorating contests and thousands of ornaments make a visit to VanWieren a family Christmas tradition for many families in western Michigan.

How did you get your start in the retail hardware business?

As a teenager and the oldest grandchild in the business, I was perhaps more involved with the hardware store in its growing, nurturing stages than some of the younger kids. Maybe my commitment was formed then. I worked at the store through high school and during college vacations. Even though my career plan was in education I took some time after

Deb Axce

college to work in the hardware store again—found I loved being in business—and never looked back.

What are your proudest accomplishments?

I think women collectively are team players—my most fulfilling work is where we come across a large project that we need to do but seems too big to do, but would really make a difference. We “tear into it” relentlessly and get it done. And everyone feels good about it.

Who were your mentors?

So many people have mentored me. I experience it daily interacting with customers at the store—many who are small business owners, CEOs of organizations or others with positive life experiences. They help me to keep the faith.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

Nowadays those situations are rare. If the women on my team know their stuff and have confidence in VanWieren Hardware relies on value, knowledge and tradition to keep customers coming back.

what they’re talking about they’re well received. Personal assistance if needed (and kindness) are always so welcome. At our store we treat everyone with the care they deserve. And we’re never condescending with a novice DIY person either. And if there is ever some awkward gender-related or other issue that comes up we just get another person to help them—and are very kind about it. They probably have more “issues” and haven’t been enlightened yet.

What is your retail philosophy?

A take on the Do it Best philosophy—to treat others as I would like to be treated—and with a little extra care. Be an encourager, hang around with encouragers and you can do anything.

What makes your store unique?

For one, our amazing Christmas department. Our store always had a strong Christmas decorating department, but we have really grown it and draw a large community and regional following. We carry high-quality, pre-lit trees and a large quantity of them—over 50 styles from 4 foot to 12 foot tall. We also service the trees that we sell. We stock thousands of ornaments for decorating or gift giving. We theme-decorate 14 trees and have a tree-naming contest open to persons of all ages. Not your usual hardware fare. We don’t stock any cheap $2 light sets either, just décor that will last.

Women in hardWare

We have a very family-friendly holiday season with several special events: our Holiday Open House; our free photos with Santa night along with a community food/coat drive; Salvation Army Angel tree toy drive; and we support lots of organizations with their Christmas–related events. This department is very inventory and labor intensive, but it gives us a huge amount of business in November and December. Our slogans are ‘VanWieren’s…a Holiday Tradition’ and ‘Make Christmastime at VanWieren’s part of your Holiday tradition!’

What advice do you have for other women who might be considering getting into the retail hardware business?

If someone wants to be in a retail business and understands the demands of retail hours, today’s environment is great for women in hardware. We see more and more women shopping our stores, so hardware is not just for guys. There are so many special services and niches that small hardware stores can offer the community that the box stores can’t touch. Creating a friendly place for people doing small home projects or just finding solutions to home care or lawn care needs; having great and unique gift ideas; having just the right items on hand or easily available for those businesses that come in very regularly and depend on us to help keep their business running smoothly—these are all very satisfying.

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Women in hardWare

Cathy Coleman Fromme

Cally Coleman Fromme

Zarsky Lumber Co.

Victoria, Texas

Cally has been a part of Zarsky Lumber Co. for more than 20 years, succeeding her late father, Dan Coleman, as president and CEO. She is the third generation of Colemans to lead the company, which began as a lumber company in Woodsboro, Texas, in 1928 and now includes 10 lumberyards in south Texas. Cally served as a U.S. Congressional intern in Washington, D.C., and in 2011 became the first woman to chair the National Lumber and Building Material Dealers Association (NLBMDA).

How proud are you to have served as the first female chair of NLBMDA and of the Lumbermen’s Association of Texas and Louisiana?

It was a true honor to be the first female chair of both LAT and NLBMDA. Coincidentally, I was also the first female president of my local Rotary club, which was Victoria, Texas’ first Rotary club, established in 1919. It was certainly time for these organizations to see a different face. I say this

tongue in cheek, but you know good and well that women were behind the scenes and guiding these groups and shaping them all along anyway.

However, being that face had a real responsibility. As the first woman, I couldn’t “screw up.” If I did, those good ol’ boys would have been shaking their heads and lamenting that they never should have let a woman take the helm. I think my leadership was a success, and I didn’t leave any doubt that women can aptly fill the shoes of their male predecessors. Hopefully, I opened the door for future women to assume these positions. I also hope that the industry, as a whole (vendors, distributors, service suppliers, competitors), opened their eyes to the reality of capable women in our field. Additionally, maybe there were women who were a little inspired to not feel limited by their gender.

Most importantly for me, personally, was to set an example for my children. It is important for my daughter to know that women can be successful in traditionally male-dominated worlds, and it is important for her, and my son, to see that women can be nurturing mothers while enjoying a career.

Who were your mentors?

The greatest mentor that I had was my father, Dan Coleman. He was a very wise businessman. The

Women in hardWare

short list of what I learned from him includes: Always be honest. Don’t try to be unfair. A deal should be a good one for all parties. Stay true to your word. Don’t rush into big decisions. Only buy what you can pay for. Be respectful to all people, no matter their stations in life. Your education is the only thing that can never be taken from you. The secret to success is the willingness to work hard. Support your trade associations. Support your buying group/co-op. Get out and meet new people. Ask questions. Travel. See the world. Be kind. Not so short of a list, but I could go on and on.

What

is most important to female customers who are shopping for hardware and LBM products?

Women have done their homework. They have a pretty good idea of what they want. When they come into your place of business, they want to be treated with respect. They want to feel comfortable. Don’t talk down to them and don’t blow them off. They are making the decisions in the home building and home remodeling projects. They are very valuable consumers. Once you go above and beyond and wow them, they are yours for life.

What is your retail philosophy?

Sell quality products at a fair price. Don’t give it away. That doesn’t do anyone any favors. Treat your customers as you would treat a guest in your home. Speak to folks, as they walk in your doors. Help them. Answer their questions. Without rushing them and their needs, tend to them in a speedy manner, as everyone these days seems to be in a hurry. Respect their time. Do what you say you are going to do…and a little bit more. Thank them and let them know how much you appreciate their business.

What advice do you have for other women who might be considering getting into the retail hardware and lumber business?

It’s a great industry that is full of the nicest people. Although we compete, everyone is willing to offer advice and share information. There are some very astute business people in our industry. I honestly think our field is a well-kept secret. It is really a fascinating industry that brings together so many moving parts throughout the whole supply chain. Join trade associations and industry roundtables. Get involved in affecting legislation that touches the building materials industry. Be yourself. Work hard. An added bonus: no long lines in the ladies’ rooms at industry events.

Women in hardWare

Alison Korell

Alison Korell

AL&M Do it Best Building Supplies

Columbus and Sealy, Texas

Alison and her husband, Mark, own two stores in Texas. Her enthusiasm for the business is second to none. Since buying the stores several years ago, she has been aggressive in making great hiring decisions with new managers and the stores are currently going through branding exercises and exploring remodeling options as they position the business for success in the years ahead. Alison is also an active member of Do it Best’s MOB (Move Over Boomers) group of young leaders in the home improvement industry.

How did you get your start in the retail hardware business?

I have been in retail most of my years, although I came around to hardware later in life. We were living in Colorado far away from family with two very young sons when my parents convinced us to move back to Texas and buy the business from them. It was a natural move, since I am good with customers and my husband’s

business and engineering background give him a natural leg up.

What are your proudest accomplishments as a hardware store owner?

I am most proud of my presence in the community. I love that people on the street know me as both Alison Korell and as owner of AL&M. The community knows that we support their causes, that we are here for them when they need us and that they can depend on me, on us, on AL&M.

I am also proud of a hiring system I put in place (recommended to me by Matt Mullin and used by others on our roundtable group). I can see that hires we’ve made once we started using the system fit our sales philosophy more accurately than those hired before.

Who

were your mentors?

Matt Mullin from Alamo Lumber has been a phenomenal mentor for us. He has coached me on employee issues, he has shared with me his favorite management techniques and he guided me to two different entities that I use at AL&M regularly. As close as our stores are to each other he treats me like a partner, not a competitor. He’s a gem! In fact, Do it Best invited Mark and I to join a roundtable group of similar store owners from around the United States. For the past four years we’ve been collaborating with other store owner to share

Women in hardWare

all sorts of solutions from employee manual concepts and store expansion to considerations when competing with the boxes. We get together as a group three times a year, including visiting each other’s stores.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

I’m hard-pressed to remember a time when I have encountered customers dismayed to work with me because I’m a woman. I have plenty of customers who act dismayed—is it because they are cantankerous or is it because they’d rather not work with a female? The problem is theirs. I’m here to serve in any way I can. If they need a man to wait on them I can get that for them, too. If you walk around with a chip on your shoulder wondering if each slight is because you are female, you’ll waste precious time and energy.

What is your retail philosophy?

Serve the customer as a concierge would. In our stores I request that my staff use “What can I help you with today?” rather than “Can I help you?” It’s not anything other store owners haven’t heard before, but if you’re not using open-ended questions that encourage the customer to engage you with their needs, then you’re not serving the customer as well as you could.

What makes your store unique?

Our personal touch makes AL&M unique. We celebrate our customers every chance we get. We have personal relationships with most of our customers. We throw a Customer Appreciation Night party once a year where we close early, we bring in a full barbecue dinner, vendors come and educate the contractors and then we give away door prizes and make thank you speeches. It’s a wonderful evening.

What advice do you have for other women who might be considering getting into the retail hardware business?

Great move. The sky’s the limit. Don’t try to be someone you aren’t— magnify your own unique greatness.

Paula Jones

Jones Hall’s Homes & Lumber Tioga, Pa.

Paula Jones is the daughter of Paul Hall, founder of Hall’s Homes and Lumber. She has been running the business for the last 15 years and, along with her father, retains ownership in the store. Hall’s is a complete home center

Paula

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Women in hardWare

that also provides an extensive assortment of clothing and western wear.

How did you get your start in the retail hardware business?

I’ve been in the business 27 years. My dad owned the business and my parents wanted me to go to college (something they never did). I flunked out my first year (didn’t want to be there), came back to work, as my dad said I would always have a place but it wouldn’t be easy. I joined the family business and never looked back.

What are your proudest accomplishments as a hardware store owner?

My proudest accomplishments are being a second-generation hardware store and being able to give back to the community in which I was raised.

Who were your mentors?

My mentors are my father and grandfather. I learned the value of hard work from both of them.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

I haven’t encountered this in quite a few years, although it used to happen often when I first got involved in the business. Customers would walk in and ask if one of the guys was available. I

would say sure, step back and usually he would have to ask me for help.

What is your retail philosophy?

Making the customer feel happy and want to come back again.

What makes your store unique?

My store is unique because on any given day my father, myself and my girls are all there. Also, our large western wear section with work clothes and boots is unique in our area.

What advice do you have for other women who might be considering getting into the retail hardware business?

If you are a motivated, friendly hard worker then go for it. It is a great way to earn a living and be able to bring your children up at the hardware store along with growing your family with your wonderful employees.

Anne Stom

Annie’s Ace Hardware Washington, D.C.

In February 2012 Anne Stom opened a community-focused, 6,500-square-foot hardware store serving the Petworth neighborhood in Washington, D.C. Stom, who used to direct a youth education program for the U.S. Department of Labor, invested her entire life’s savings

in the business and spent 18 months finding the right location.

How did you decide to get in the retail hardware business?

I have been involved for 3½ years. I bought a home about nine years ago and began renovating it. There was no hardware store in the neighborhood, so I was forced to go to the nearest bigbox store for even the smallest thing. Although it was only three miles away, because of city traffic it was a real pain to get to and the customer service was not just nonexistent it was downright hostile. At the same time, I was watching as other new people moved into the neighborhood and knew that they would be facing the same types of experiences and inconveniences that I had. It seemed to me that the time was ripe to open a hardware store and that has proven to be true.

What are your proudest accomplishments as a hardware store owner?

When I was considering opening a store, I wanted it to be a gathering spot, a real neighborhood store. Our store is in a large urban area (Washington, D.C.) but I felt that people really needed a

store with a good community vibe. I am extremely proud that that has happened. We are very involved with all of our local schools and non-profit organizations (Girl Scouts, Humane Society, etc.), most of our employees live in the neighborhood and we host a ton of events here at the store. Each of these things has contributed to our ability to create a welcoming community space. I am so gratified and proud when I see customers greeting their neighbors, recognizing children and dogs, and generally catching up with folks while they are here shopping.

Who were your mentors?

Gina Schafer and Marc Friedman, the owners of the other Ace Hardware stores in D.C. and Baltimore, as well as the other Ace store owners in our area have been amazing mentors. Prior to opening my store they allowed me to work in their store, which helped me learn the ropes and get a feel for things. To this day, I can call any of the neighboring store owners to pick their brain and get advice.

How often do you encounter cus-

tomers who are dismayed to have a woman helping them and how do you handle such situations?

Never. In fact, most people don’t seem to care about the gender of who is helping them as long as they are knowledgeable. Women customers seem to appreciate when our female staff can help them, but they are more interested in solving their problem.

Anne Stom

Women in hardWare

What is your retail philosophy?

Customer is first. We try to do whatever we can to help a customer. Taking care of our workers is also extremely important for us as they are the ones who are on the front line. For me, taking care of our employees includes a tremendous amount of professional development, in-store and online classes, and off-site training sites as well as providing a living wage.

What makes your store unique?

Annie’s Ace Hardware hosts a nonprofit group, the Bike House, every Saturday afternoon. They provide free, hands-on training to people who want to learn how to maintain and repair their bicycles. They use the parking lot in front of our receiving area to host the clinic and have plenty of tools that people can use. They have assisted me in developing a small bicycle section in our store that sells things such as chains, pedals, tubes, bike tools, locks, etc. The clinic, which draws people from all walks of life, both young and old, creates terrific energy in front of our store each weekend and sets us apart from other hardware stores in the area.

What advice do you have for other women who might be considering getting into the retail hardware business?

I guess my advice would be what I call the three D’s: Do it. Don’t doubt your ability. Delegate.

Other people seem to think that it’s odd for women to be in the hardware industry and frankly, that has always perplexed me. That may be because I live in an area where the majority of retail hardware stores are owned by women, or perhaps it’s because I’ve always loved prowling around in hardware stores. Perhaps there are women who are getting more involved in family-owned businesses or more women are just taking the ownership plunge, but at each convention I notice more women. And as far our customers go, I would venture to say that at least 50 percent are women, which I attribute to several things:

1. The popularity of HGTV, other home improvement shows, howto YouTube videos and Pinterest, which ignites the imagination as well as encourages women to take on projects.

2. That our collective souls have been sucked dry from being stuck in meetings or peering at computer screens and smartphones all day, so we yearn to reconnect with something that is quite primal: the need to accomplish something tangible with your hands (and that’s just as true for men) whether it’s fixing your toilet, canning the tomatoes that you grew, or coming up with a creative solution to a vexing house problem.

3. Although hardware stores are places where folks come to get things for

Customers receive manicures during Ladies Night at Annie’s Ace Hardware.

their homes, they are also places of enormous creativity. One of the things that I loved about hardware stores even before I opened my store is how things can be repurposed to do multiple things. Sure, galvanized pipe is used for plumbing, but I cannot tell you how many people come in to buy it for an art project or to build a bookshelf or for something else. I often find people wandering the aisles, men and women, who are just fascinated by the wide array of products that are available and are contemplating what they can be used for. And for me, this is truly the best part of owning a hardware store—helping people figure out how to use something for other than its intended purpose.

Becky Rogers

Becky Rogers Rogers Hardware Do it Center Sparta, Mich.

Becky runs Rogers Hardware full time while her husband maintains a job with the DNR. She oversaw and executed a major store renovation and expansion in 2013 that has fueled substantial sales growth. She is aggressive with retail ideas and always looking for ways to enhance this downtown hardware store.

How did you get your start in the retail hardware business?

Twenty years ago I married into the business.

What are your proudest accomplishments as a hardware store owner?

Making small changes that led up to a large remodel and reset that we completed early last summer, which allows us to expand our services and products we offer our customers.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

It happens more than you would think since it is 2014. However, once they are shown that I do know my products they quite often request my help.

What is your retail philosophy?

The customer in front of you is the most important person.

What makes your store unique?

We are family owned and have been in business since 1928.

What advice do you have for other women who might be considering getting into the retail hardware business?

Be prepared for some resistance but with determination you will persevere.

Theresa Gonzalez

Theresa Gonzalez

RTD Do it Best Hardware

Las Cruces, New Mexico

Theresa has been involved in the family business, in some form or fashion, since its inception in 1986. She originally left New Mexico after graduating from college for a few years, but returned in 2004 to begin working with her family full time, currently serving as vice president. A succession plan has her slated to assume full ownership of the business in the next two to four years.

How did you get started in the retail hardware business?

I was in high school when my dad opened the business in 1986. Back then, things were very tight and the hours I worked were just to get the business up and going. Today you would call it volunteering. I left New Mexico after

college and while working with different companies I found myself always thinking about what they were doing compared to what was done at RTD. The business was always in the back of my mind. I eventually decided to move back home to work with my family. It has turned out to be a great decision. Who were your mentors?

My dad is my mentor and my biggest supporter. He always reminds me that the customer is the reason we exist, to always learn about and be involved in your community, and that hardware is one of the best businesses to be involved in.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

As time has gone by, that is not as much of an issue as it used to be. Although, I have had to prove myself, people are much more open minded these days. There will always be those customers who would rather work with a man. I just smile and call one of our sales guys. You can’t let something like that bother you.

What is your retail philosophy?

To provide services needed by our community.

What advice do you have for other women who might be considering getting into the retail hardware business?

It is a fun business. Hardware tends to be associated with men, but I think that’s changing. More women are interested in getting their hands dirty and learning how to do things themselves. It’s a great time to step in and add “a woman’s touch” to the industry.

Kim Fish

Taylor’s Do it Best Building Supply Eastpoint, Fla.

Kim Fish, president and owner of Taylor’s Building Supply, has worked at her dad Aaron Taylor’s store since he opened it back in the 1960s. With dad now in his 80s, he has turned over the store to her. Kim is in the store every day from open to close. Along with her husband, they are a very hands-on team with the business. They are a full-service lumberyard and home center and are engaged in expanding their retails sales floor to meet the needs of the coastal community. Kim is active with their hardware purchases, niches, advertising, social media, AP/AR, pricing, store operations and more.

How did you get started in the retail hardware business?

Women in hardWare

Forty-four years ago I started off dusting and facing shelves after school.

What are your proudest accomplishments as a hardware store owner?

Starting a scholarship in my mother’s name, Loretta Taylor, and being able to contribute in the community through that. My mother was a very hard worker and customer service came natural to her.

How often do you encounter customers who are dismayed to have a woman helping them and how do you handle such situations?

Very seldom. We actually surprise most with the knowledge of our products and what we can get.

What is your retail philosophy?

Stay competitive in the marketplace.

What makes your store unique?

Diversification of our products.

What advice do you have for other women who might be considering getting into the retail hardware business?

Know your customer, know your product and never lose your passion for learning. The construction industry changes every day. n

Kim Fish

Another Viewpoint

You Never Know Where Happy Accidents Will Lead You

If there’s one thing that I tell young entrepreneurs, it’s to be aware of opportunities around you because they may be different than what you expect. My business life has been a series of “Happy Accidents” that began more than 30 years ago.

It all started with an antique shop, Creations Unlimited, that I launched while going to college part time in Dallas, Texas. I was a newlywed and my husband and I would go to furniture auctions by night and I would refinish and sell the pieces by day. I continually encountered a problem: I had trouble finding suitable replacements for the missing vintage hardware on the furniture.

About the same time, a handful of reproduction furniture hardware companies were forming. Once I discovered them, I started buying their “brasses” in wholesale quantities. In order to meet minimums, I had to purchase more than I needed and I wondered, “What do I do with all of these leftovers that I don’t use in my own store?”

Enter Happy Accident number 1: On a whim, I attached a few of the pulls onto a little display on my front counter and

By Andrea Ridout

Andrea Ridout, shown here with George the Rooster, opened Gecko True Value Hardware with the goal to spread the word about sustainable products.

they started selling like crazy. I reasoned that if my retail customers would buy a few pulls at a time, other antique dealers like myself needed even more.

Using a borrowed typewriter and an old copy machine, I created a catalog of a few dozen common furniture pulls and put a stack at the checkout of each of the local furniture auctions across north Texas. Although I gave the auctions the catalogs for free, they could charge $3 for each one, making a nice profit in the bargain. That also motivated them to sell one to each antique dealer as they checked out.

One thing led to another and within two years, I had more than 1,000 customers buying from me and my catalog had expanded to hundreds of pulls, refinishing supplies and even specialty chemicals.

My mom and dad had retired by then, so they joined my little enterprise.

I can vividly remember assembling thousands of catalogs in their living room and applying stickers to bulk mail postcards until our hands ached. With my parents’ help, our customer base soon blossomed to 5,000 nationally and we added several new and wonderful staffers.

Happy Accident #2: It was around that time that one of our suppliers began offering reproduction door hardware, so we decided to carry a few of their products. Our average ticket climbed from less than $100 to well over $250. It didn’t take a genius to see that these larger sales required about the same amount of effort and yet yielded a much higher return.

Our team renamed the company Hardware+Plus to reflect the enlarged selection. We soon added wood trims, columns, light fixtures, plumbing fittings and so on. Before long we were outfitting high-end homes, restoration projects and eventually even hotels and casinos from coast to coast. Some of our customers included Spaghetti Warehouse restaurants, Harrah’s Casino and all of the Disney theme parks worldwide.

Happy Accident #3: In 1989, one of our customers, a local woodworker, was contracted to build some backdrops for a movie that was being produced in Dallas: “The Problem Child” with John Ritter. Since the film was not being made in Los Angeles, the production company did not have access to their

normal suppliers, so they came to us for hardware and other supplies. Our total sales to the film were more than $10,000 with fantastic margins. A light bulb went off in my head and I wondered if there were other films that were shot on locations in cities around the country that had similar supply problems.

Once again, our team capitalized on this new sideline and we became a major vendor to movies all over the world. Over the next 10 years, we supplied hardware, wallcoverings, plumbing fittings and other materials to nearly 300 films, TV shows and theater productions.

When Bill Murray showers over and over again on “Groundhog Day,” you can see our clawfoot tub, faucet and shower curtain surround. When the hardware ages on the front door of the home on “Jumanji” and the monkeys go crazy in the kitchen, our products made those shots shine. When “Silence of the Lambs” won an Oscar for set decoration, we felt that a piece of the award was ours, too. “Casper,” “Truman,” “Six Degrees of Separation,” “Oscar,” “The Ghost and the Darkness,” “The Rocketeer” — we had so many films under our belt that we would even

Andrea Ridout hosted a home improvement radio show called “Ask Andrea” for 12 years.

One of Andrea Ridout’s “Happy Accidents” led to the formation of Nostalgic Warehouse, which sold vintage door sets.

joke with customers that we supplied the doorknobs for “Toy Story” and we would all get a good laugh. Well, it did look like our hardware even if it was animated.

Happy Accident #4: All during this journey, our true hardware love remained in restoration work. One of our largest customers in Dallas was The Meadows Foundation, a philanthropic group that refurbished vintage homes and then rented them to nonprofit organizations at a reduced rate. Because these buildings were often utilized by handicapped clients, we became experts at creating ADA leversets from antique or reproduction backplates and new levers, maintaining the vintage appearance of the homes but accommodating the needs of the users.

Soon, other customers wanted the same vintage appearance with modern function for their own homes or office buildings. For the first time, we decided to fabricate our own hardware from start to finish. We contracted with an overseas supplier to make the components for us and then did extensive

Another Viewpoint

machining and finish work in Dallas to create the completed door-sets. Our favorite design was called “Meadows,” named after our philanthropic customer.

Within a year, this new grouping expanded to a few dozen products and we christened it “Nostalgic Warehouse.” We were soon selling the line all over the country and began to wholesale the products to other showrooms.

As this sideline business grew, I realized that my attention was being split in too many directions. By then, my husband and I had three wonderful children but it seemed that I worked so much that I could not be the mom that I wanted to be. Something had to give, so I decided to sell Hardware+Plus and devote myself to Nostalgic Warehouse and my family. Many of our team opted to remain with us and we grew Nostalgic to over $1.2 million in sales with margins of 55 percent in just four years.

In the fall of 2001, Nostalgic Warehouse was also sold and I was out of the hardware business for the first time in two decades. We bade a fond farewell to our staffers, many of whom went to work for our two previous companies, and I finally had a chance to be a full-time mom for the first time in my life. For six months, I puttered around the house, took the kids to every museum in town and began to look for my next adventure.

SEPTEMBER 11-13

3 Days of Networking, Relaxing and Learning

Meet colleagues and new friends at the industry’s largest conference for independent hardware retailers. Share ideas with top retailers on how to grow your business, interact with key vendors on how to increase sales in your store and attend educational seminars, all-industry cocktail receptions and dinners in an exclusive 5-star resort setting.

Learn More About Your POS System at the Hardware Technology Forum

Epicor, ECi Advantage/ECi RockSolid and J-3 POS will offer full-day, hands-on training sessions for their retailers. Bring your tablet or laptop so you can log right into your store as you learn new “tips and tricks” to make your POS software more productive in your store.

Honor the Industry’s Best

Retailers

at the 2015 Beacon Awards

Happy Accident #5: One of my friends at that time was the host of a gardening radio program and he mentioned that I might try hosting a show of my own. My odd-sounding voice would be easy to recognize on the air, he reasoned, and besides, I never stopped talking. For once, I could get paid for doing what I do best!

“Ask Andrea–The Radio Show” launched on my birthday in the fall of 2002 on KRLD in Dallas/Ft. Worth. The home improvement format mixed with celebrity guests seemed to strike a chord with many listeners. It was promoted to a national network within a year and led to numerous TV appearances and other opportunities. What a thrill it was to do a live TV shot from downtown Chicago and host my radio program from the National Hardware Show in Las Vegas.

Over the 12 years that I hosted my show, I was blessed to interview many icons of the home improvement and green industries such as Mario Batali from the Food Network, Ed Begley from “Living with Ed” on Planet Green, Heloise Cruse of “Hints from Heloise,” Bob Vila of “This Old House” and Joel Salatin from “Food, Inc.” I even did a stint as the Cool Tool gal on the DIY Network’s “Tools and Techniques.”

However, my most exciting moment was writing a book, “If I Had a Hammer,” about some of my favorite home improvement tips and projects.

Happy Accident #6: As things often come full circle, I once again find myself

Another Viewpoint

in the hardware business but it actually came back to me through a TV project. A couple of years ago, I was hosting a radio show for Mother Earth News magazine and working on a TV pilot called “Down to Earth.”

My team and I were meeting fascinating people during the filming process, many of whom made eco-friendly products. The TV show was put on hold due to budget cuts, but we wanted to continue working as a team, so we hatched an idea to open a hardware store that specialized in green merchandise. It seemed to be a natural fit.

In the spring of 2012, we met with the folks from True Value and formed a plan of action. One year later, Gecko Hardware was born. Some of the old gang from HARDWARE+Plus and Nostalgic Warehouse even returned to help run the new company. My mom and dad still come up every weekend to greet customers, although they are both 84 years young. Gecko Hardware will turn two years old on Earth Day of 2015 and we are having a great time spreading our sustainable message to a new group of customers and friends.

So listen to that little inner voice and watch for Happy Accidents in odd places. You never know where they might take you. n

Andrea Ridout is owner and managing partner for Gecko True Value Hardware in Dallas, Texas. She can be contacted at andrea.ridout@geckohardware.com.

Women in hardWare Industry Interview: Traci Johnson

Traci Johnson is senior vice president-global corporate marketing for ECi Software Solutions. She started her career in the technology industry in 1989 working as a customer support technician for Distribution Data Management Systems (DDMS), a software company in the office products industry. From 1989 to 1999, she held various leadership positions including senior trainer, training manager and customer service manager. ECi acquired DDMS in 2000, with Traci serving as vice president of DDMS until 2006. In 2006, Traci was promoted to president of Britannia after ECi acquired that company. In 2010, she was promoted to her current position, with responsibility for ECi’s global brand messaging as well as managing marketing activities for each of the ECi companies. Traci holds a bachelor’s degree in business management with a double minor in speech communications and psychology from Southwestern Oklahoma State University.

THC: You have held various leadership positions since the formative years of your career. Who have your role models been and

how would you characterize your approach to accomplishing personal and company goals?

Traci: I suppose the expected answer for this question is that I would select all women role models, but for me it has been a mixture and not just one or two primary people but rather many individuals over the years. I would say first and foremost my mom was a primary role model for me. Even though she didn’t work outside the home in a professional environment, she did work very hard raising eight kids (I am the baby). Without even knowing it she instilled in each of us an attitude of being grateful for what you are given, forgiving when you are wronged and an example of maintaining a happy disposition in all circumstances. She taught us how to have fun and the importance of communicating your love and appreciation for others.

As for other role models, I would say that if you are open to learning and understand that you can’t and do not know everything, then your life will be filled with many role models. In some cases, I have learned what not to do and that can be just as important as learning what you should do. You just need to be willing to learn and to

Traci Johnson

look for those opportunities when they present themselves.

THC: In your opinion, how important is it for hardware industry professionals to interact and share ideas with their peers in a face-toface manner and is enough of this activity taking place?

Traci: As I stated earlier, you should always be open to learning from others. I would say that it isn’t just important but rather critical for industry professionals to interact and share ideas. In the fastpaced world we live in a person simply can’t know everything, so we should seek out those relationships and opportunities to learn from others. Of course with technology, including email, text and web

conferences, we can become lazy and think that these are a replacement for the old-fashioned face-to-face meeting, but they are not. They should be used as a tool to make us more efficient but not as a replacement. Face-to-face meetings are an opportunity to really focus and learn without the distractions.

THC: You have been involved in a professional women’s group in the office products industry. Tell us a little about your experience with that group and share how you think the Women in Hardware™ program can make a similar impact in the hardware industry.

Traci: The Office Products Women in Leadership group is a group of

Click Here to View Our Profile

Women in hardWare

female industry professionals who are all making an impact in some way in their industry and business. Many of the office product dealerships are second- or third-generation businesses that were passed down from their fathers or grandfathers very similar to the hardware industry. The women who own or manage these businesses are bringing a unique perspective and, in many ways, “shaking it up” and getting very positive results. They are heavily leveraging technology, social media and other innovative marketing channels and are not afraid to take chances to move forward.

As for the hardware industry, I see similar opportunities. Women are doing more themselves when it comes to home repair or decorating. In some cases, it is out of necessity, but in many instances they are choosing to be more independent and involved in these activities. What better opportunity would a woman who works in the hardware industry have than being able to share their knowledge with other women who want to learn? Women know what other women want and need.

THC: Why did ECi decide to get involved with Women in Hardware™ as a founding marquee sponsor?

Traci: It started as a casual lunch conversation with Tom Chasteen (publisher of The Hardware Connection), where I asked how women could be more

involved in the industry. I explained my experience and observation of the success in the office products industry and how I really believed an organization like this would be well-served in the hardware industry. In fact, I said we believed in it so much that ECi would love to be a part of the foundation.

THC: What are the greatest challenges facing professional women in the two-step hardware industry?

Traci: My answer is actually broader than just women in the hardware industry. I think in general the issue being faced by any small/medium-sized business in any industry is the pace of keeping up with technology. The technology industry is evolving at lightning speed and hardware stores are faced with trying to keep up. Most don’t have the resources to devote a full-time person to these efforts, so almost from the beginning they are behind. This also expands to marketing as well.

Fifteen years ago businesses were marketed by the use of flyers, direct mail, advertisements and maybe media. In many businesses, marketing was an afterthought and just an added expense. Today, it is a necessity and, more importantly, an opportunity. Hardware stores can differentiate themselves and in some cases appear bigger than they really are, just by leveraging technology and innovative marketing. n

HARDWARE PROGRAM Ambassador

The Hardware Ambassador Program was created to bring the hardware industry together to promote the independent hardware retail channel as the most efficient and profitable channel to distribute hardware and home improvement products and services.

• View Vendor Product Listings by Wholesaler

• Ability to Download Product Listings by Wholesaler Directly into Retailers’ Point-of-Sale Computer Systems

• Check Out Vendor Profiles, Informational Videos & Product Reviews

Click Here to Learn More and View Vendor Product Listings by Wholesaler

10 STRATEGIES FOR ATTRACTING FEMALE SHOPPERS

Bridget Brennan, CEO of Female Factor and author of the best-selling book “Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers,” has good insights into what motivates female shoppers.

“The number one rule in retail is: ‘Know thy customer,’ and at most times and in most places, that customer is female,” Brennan said. “I think the home improvement industry has an enormous opportunity with women, who are responsible for initiating 50 percent of home improvement projects and are worth $70 billion to the industry. The bar for customer service is so low that those who provide it will find a very enthusiastic audience.”

Brennan offered the following 10 strategies for connecting with female customers, pointing out that “the things you do for women also benefit men.” 1. Emphasize service above all else.

2. Promote projects, not components.

3. Inspire her – Create a Pinterest page that shows pictures of finished DIY projects.

4. Create a light, bright, clean environment — Put something familiar near the front of the store so she feels at home.

5. Demo products whenever possible — Confidence closes sales and women like to buy accessories.

6. Hire more women — Do not just make them cashiers.

7. Advertise to women — Get away from product/price advertising.

8. Carry female-friendly products – Consider a niche in giftware and home décor.

9. Show that you appreciate her business.

10. The little things are the big things — Restrooms are a big deal and a great opportunity to crosssell. Make aisles wide enough to accommodate strollers.

LADIES NIGHT EVENTS

ALWAYS ATTRACT A CROWD

If you are not currently holding a Ladies Night event, then you are missing out on a great way to build

relationships with your best, most loyal customer group. Here are some tips on how to make your Ladies Night event a success.

1. Use social media to promote it—women will share it with all their friends and turn it into a girls night out.

2. Offer food and drinks—it doesn’t have to be elaborate but it does have to be free.

3. Pamper them with services—offer manicures and massages.

4. Host clinics—bring in outside experts and show off your staff’s knowledge

Bomberger’s in Lititz, Pa., greets its Ladies Night guests in tuxedos.

Bomberger’s offers boutiquestyle shopping from over 40 local vendors.

E.M. Herr Ace Hardware in Columbia, Pa., offers free massages to Ladies Night attendees.

McLendon Hardware designs special Ladies Night pink buckets to give out to attendees.

Ladies Night attendees at McLendon Hardware can dress up in costumes and pose for funny pictures.

McLendon Hardware in Renton, Wash., gets customers in a fun mood by giving out big glasses.

RETAIL IDEAS

while helping women build confidence in their ability to tackle projects.

5. Provide giveaways—give every attendee a bag filled with free stuff, with help from vendors.

6. Partner with local businesses—find a way to include other local businesses and they will help you promote the event.

7. Plan fun entertainment—have a fashion show, a hula hoop contest or get everyone dancing to music. You want everyone to have a fun time, so they will tell all their friends about it.

8. Don’t worry about sales that night—if you do it right, the sales will come, and keep coming, in the weeks and months that follow. On page 60 and this page are pictures of Ladies Night events from retailers all over the country. Use these ideas to help you plan your next Ladies Night outing. ■

Longenecker’s True Value Hardware in Manheim, Pa., entertains Ladies Night attendees with carolers.

How-to demonstrations are a big draw during Ladies Night event at K&B True Value in Annapolis, Md.

McLendon Hardware offers a wine bar.

A huge line forms outside the doors of McLendon Hardware in Renton, Wash., in anticipation of another fun Ladies Night event.

Hall’s Hardware in Milton, Fla., gives each Ladies Night attendee a gift bag.

K&B True Value gives away a $250 shopping spree.

E.M. Herr Ace Hardware in Columbia, Pa., hosts Ladies Night in early December, so employees wear costumes to provide a festive atmosphere.

The crowd gets worked into a frenzy at HomCo Ace Lumber and Hardware in Flagstaff, Ariz., when the men parade down the runway for the fashion show.

The Ladies Night event at HomCo Ace Lumber and Hardware in Arizona raised over $11,000 for Sharon Manor, a transitional housing shelter for women and children.

A hula hoop contest was one of the highlights at the Ladies Night event at HomCo Ace Lumber and Hardware.

Behind the Numbers

92%

50%

Increase in the number of businesses owned by women between 1997 and 2011, according to American Express OPEN.

Percentage of women who pass along recommendations to avoid certain products or services to friends, relatives and other people they know, according to a study by She Economy.

$19 Trillion

Net worth controlled by senior women over age 50, representing three-fourths of the financial wealth in the United States, according to Mass Mutual Financial Group.

22%

Percentage of women who shop online every day, according to Mindshare/Ogilvy & Mather.

91%

Percentage of women who say that advertisers don’t understand them.

79%

Percentage of women who bought products online without ever looking at them in a store, according to Shopzilla survey.