Read how Mike and Brenda MacKay built for growth at doitbestonline.com/Vassar.
Our Do it Best designed store gives us market
dominance.
MacKay proudly debuted the first re-envisioned in Vassar, MI.
Our bold new store design transforms any store into a shopping destination that drives traffic and ignites sales growth.
Join a company that’s committed to taking your business as far as you can dream it.
“The partnership that we have formed with their team from the first time we met, has been something special. The hours they spent listening to our needs and creating the ideal ‘stop in shop’ of fasteners was impressive. Their packaging, presentation and selection are the best, without comparison, so the choice was easy- Midwest Fastener”.
Exceeding Expectations. One Fastener Destination at a Time!
* Pictured, Store Manager Alex Wiseman - Randy Saunders, Owner, Provision Ace Southern Pines
1025 East 54th St. Indianapolis, Indiana 317-275-9400
NHPA@YourNHPA.org YourNHPA.org
OUR MISSION
The North American Hardware and Paint Association (NHPA) helps independent home improvement and paint and decorating retailers, regardless of affiliations, become better and more profitable retailers.
NHPA BOARD OF DIRECTORS
CHAIRMAN OF THE BOARD
Ned Green, Weider’s Paint & Hardware, Rochester, New York
EXECUTIVE VICE CHAIRMAN
Scott Jerousek, Farm and Home Hardware, Wellington, Ohio
DIRECTORS
Alesia Anderson, Handy Ace Hardware, Tucker, Georgia
Jay Donnelly, Flanagan Paint & Supply, Ellisville, Missouri
Ash Ebbo, Clement’s Paint, Austin, Texas
Joanne Lawrie, Annapolis Home Hardware Building Centre, Annapolis Royal, Nova Scotia
Michelle Meny, Meny’s True Value, Jasper, Indiana
Michael Sacks, FLC Holdings, LaGrange, Texas
SECRETARY-TREASURER
Bob Cutter, NHPA President and CEO
STATE & REGIONAL ASSOCIATIONS
MIDWEST HARDWARE ASSOCIATION
Jody Kohl, 201 Frontenac Ave., P.O. Box 8033 Stevens Point, WI 54481-8033 800-888-1817; Fax: 715-341-4080
NHPA CANADA
NHPA CANADA
Michael McLarney, +1 416-489-3396, mike@hardlines.ca
330 Bay Street, Suite 1400 Toronto, ON, Canada M5H 2S8
CIRCULATION, SUBSCRIPTION & LIST RENTAL INQUIRIES
CIRCULATION DIRECTOR
Richard Jarrett, 314-432-7511, Fax: 314-432-7665
An effective sales strategy isn’t all about transactions; it’s a mindset that should guide the culture of a business. Next month, Hardware Retailing will share insights and practical steps on how to get everyone in your operation actively working towards increasing sales and working towards the same goals.
EXECUTIVE STAFF
PRESIDENT & CEO
Bob Cutter
CHIEF OPERATING OFFICER & PUBLISHER
Dan Tratensek
CHIEF FINANCIAL OFFICER & EXECUTIVE VICE PRESIDENT, BUSINESS SERVICES
David Gowan
EXECUTIVE DIRECTOR, ADVANCED RETAIL EDUCATION PROGRAMS
Scott Wright, swright@YourNHPA.org
EXECUTIVE DIRECTOR, MARKETING, SALES & PARTNERSHIPS
Whitney Mancuso
CONTENT AND PRODUCTION 317-275-9400, editorial@YourNHPA.org
SENIOR CONTENT MANAGER
Lindsey Thompson, lthompson@YourNHPA.org
RESEARCH & ENTERPRISE CONTENT MANAGER
Melanie Moul, mmoul@YourNHPA.org
CONTENT COORDINATOR
Jacob Musselman, jmusselman@YourNHPA.org
GRAPHIC DESIGNER
Autumn Ricketts
GRAPHIC DESIGNER
Olivia Shroyer
PRODUCTION MANAGER
Austin Vance
PRODUCTION & DESIGN ASSISTANT
Samantha Mitchell
SALES & PRODUCTION ASSISTANT
Freda Creech
MARKETING COORDINATOR
Nathan Piper
SALES
Hardware Retailing (ISSN0889-2989) is published monthly by the North American Hardware and Paint Association, 1025 East 54th St., Indianapolis, IN 46220. Subscription rates: Hardware Retailing (Payable in advance): U.S. & possessions $50/year. Canada $75/year. All other countries $110/year. Single copy $7. The Annual Report issue can be purchased for $30.
Periodical postage paid at Indianapolis, Indiana, and additional mailing offices.
POSTMASTER: Send address changes to Hardware Retailing, P.O. Box 16709, St. Louis, MO 63105-1209.
All editorial contents © 2024 North American Hardware and Paint Association. No editorial may be reproduced without prior permission of the publisher.
REPRINTS: For price quotations, contact the Editorial Department at editorial@YourNHPA.org. Printed in the U.S.
NORTHERN REGIONAL SALES DIRECTOR
Karen Hopkinson khopkinson@YourNHPA.org | 419-345-3306
SOUTHERN REGIONAL SALES DIRECTOR
Faith Zucker faith.zucker@YourNHPA.org | 216-316-8203
ASSOCIATION PROGRAMS
800-772-4424, NHPA@YourNHPA.org
DIRECTOR OF MEMBER OUTREACH & EVENTS
Katie McHone-Jones, kmchone-jones@YourNHPA.org
DIRECTOR OF ORGANIZATIONAL DEVELOPMENT & CONSULTING
Kim Peffley, kpeffley@YourNHPA.org
TRAINING MANAGER & EDITOR
Jesse Carleton, jcarleton@YourNHPA.org
RETAIL ENGAGEMENT SPECIALIST
Renee Changnon, rchangnon@YourNHPA.org
Our Do it Best designed store gives us market
Our bold new store design transforms any store into a shopping destination that drives traffic and ignites sales growth.
Join a company that’s committed to taking your business as far as you can dream it.
Read how Mike and Brenda MacKay built for growth at doitbestonline.com/Vassar.
dominance.
debuted the first Do it Best store
What some might call an unorthodox approach to business, 2024 NHPA Top Guns honoree Darren Tomasini calls a success. As president and CEO of Dazey’s Supply, he has embraced uncommon strategies to grow professionally.
26 OPERATIONS
More than a logo, see why your branding should also offer a look into your culture, values and mission as an organization.
38 RESEARCH
The Home Improvement Research Institute analyzed recent contractor purchasing behavior insights to help home improvement retailers stay ahead of pro brand loyalties.
With creative, personalized and consistent content, Cole Hardware successfully engages customers through email marketing. Curating
SPONSORED BY
From tracking the latest trends to testing product quality, discover best practices for making your hand and power tool category the best it can be.
Send Lindsey a Message lthompson@YourNHPA.org
EDITORIALLY SPEAKING Lindsey Thompson
“Take some time to assess whether your brand shares the true essence of what you want to be.”
KIDS’ HONESTY IS REFRESHING, but can also be extremely humbling. My teenage daughter and I were going through old photos from when I was in high school. In between laughing at the hair styles during that time and my affinity for wide leg jeans and t-shirts under spaghetti strap dresses (now you all know when I was in high school!), she says, “Mom, you definitely had a glow-up.”
First, I had to ask what a glow-up even was (it’s when you move out of your awkward stage into your pretty stage) and then responded, “Thanks, I think?” We then had a great discussion about how it’s fine to want to look nice and have our own style, but who we are goes beyond what we look like. Who we are is much more than what people see on the outside—it’s the things we love, how we treat others, who we aspire to be as a human.
The same goes for a retailer’s brand—an organization’s brand goes beyond the logo, website theme and what customers see on the outside. An effective brand also integrates those intangible aspects like company culture, core values and mission statements.
In this issue, starting on Page 26, Barry Kriha from Mead Lumber talks about the company’s rebrand in 2023 and shares insights into the motivation for rebranding, the process and why branding is important. An integral part of the Mead Lumber rebrand was making the company’s culture and core values a focal point as culture is the foundation of the company and its success.
This month, we also meet Darren Tomasini, the first of three North American Hardware and Paint Association Top Guns honorees (Page 32). Darren knows first-hand that you can’t judge a book by its cover and how stereotypes can damage a brand’s image. He shares how his company, Dazey’s Supply, went through its own glow-up as he helped the company define itself and how it wanted to be known with customers and in the communities where it has stores.
Take some time to assess what your branding says about your company and whether your brand shares the true essence of what you want to be. You might have a well-designed logo and aesthetic website, but ask yourself if who you are as a company comes through. If not, it might be time for a glow-up for your business to let your inner beauty shine too. I’ll be here cheering you on, wide-leg jeans and all.
Lindsey Thompson Senior Content Manager
We know your tools are your livelihood, so AWP has developed innovative jobsite storage solutions that keep your expensive tools safe and organized. AWP provides a wide range of versatile tool bags, totes, rolling bags, and backpacks for when you’re looking for the right mix of durability, organization, and security.
“If sales are a bit sluggish, now is the time to look at investments in your operation.”
YOU MAY NOT KNOW that the North American Hardware and Paint Association is headquartered in Indianapolis. It’s also the city that I have called home for the past 31 years.
I was recently having a conversation with a friend about the real estate market here in Indy, and we were discussing how, unlike other areas of the country, real estate here in the heart of the Hoosier state doesn’t seem to be as susceptible to market swings as other areas.
Sure, there might be adjustments, but in the 24 years I have lived in my house, if you averaged out the growth, we probably got about 3-4% a year. We will never get the surges, but we also don’t get the free-falls.
In a lot of ways, the same could be said about the home improvement industry over the last three decades. There have been a couple rough patches (2008-09) and there have been some boom years (2020-21), but for the most part, we could count on 3-4% growth year-over-year.
While this kind of growth is nothing that gets too many entrepreneurs really excited, I guarantee there are a lot of other business sectors that would happily trade for this kind of consistency.
I bring this all up because the past 18 months have been a bit of an anomaly for our industry. We have seen annual sales go down for the first time in over a decade, and this year is starting out pretty blah as well.
But just like with a Midwestern housing market, odds are that this slight slide in sales will correct itself in the coming years. It’s during down times like this that savvy operators, or homeowners, take advantage of the situation around themselves.
If the housing market is soft, you don’t stop mowing your grass or let your paint start peeling. If anything you double down on your investment because other homeowners on the block might take the opposite tack.
The same is true for your business. If sales are a bit sluggish, now is the time to look at investments in your operation. How do you grow while other businesses are retrenching? How do you position your business to emerge from the difficult times in the best possible position?
I’m not saying you shouldn’t take a prudent look at expenditures or prepare for slower growth, but if you look around at most successful companies in any sector, the strongest businesses make investments while others are cutting back.
If sales are slower, it’s time to make investments in employee training, better financial oversight, communications, marketing and advertising. Investments that can spur both productivity and efficiency.
So as we press further into this year, I’d encourage all of you to resist the urge to batten the hatches too tightly because history shows that the industry will return to its growth pattern, and you want to make sure you’re ready.
Dan M. Tratensek Chief Operating Officer & Publisher
Head to YourNHPA.org/rmcp to learn about the Retail Management Certification Program, the industry’s premier program for developing tomorrow’s leaders.
Gary Pittsford has helped hundreds of family business owners with valuations, exit planning, estate documents, retirement income security and net worth protection. Gary served as president and CEO of Castle Wealth Advisors, which was acquired in 2021 by Creative Planning to form a new division providing services for corporations, LLCs, family limited partnerships and others across a range of industries. Creative Planning Business Services offers expanded services for business owners. Gary retired from Creative Planning in December 2023 and now functions as a consultant, continuing to work with business owners nationwide.
For years at many industry events, I have talked about the importance of excellent financial statements for companies in this industry. I have also said that the employees are very important to the value of a company and the productivity and profitability of a company.
Here are my three recommendations for how you can improve employee productivity in your operation.
First, make sure your lead employees across departments have access to new training programs to make them more knowledgeable about the inventory in the store. Provide more education for the people specializing in your top categories, such as paint, electrical, plumbing, fasteners and other departments.
Second, publicly communicate to the team the important financial contributions that all employees make to the company. For example, start plotting each month the sales per employee. For a typical hardware store, median annual sales per employee are about $220,000, while a high-profit operation sees that metric reach just slightly above $300,000*. Chart the productivity each month to show how customer service and sales are connected, and hopefully that number will increase each month over the course of the year. Develop a reward system to give back to the employees who show the most improvement.
Third, keep employees involved, especially staff members who will be the next generation to take over the company. I have always encouraged business owners to become good coaches for the next generation.
When the next generation takes over the family business and keeps it going, it benefits the local economy but also the country at large. Generally, business owners do not do an excellent job of preparing the next generation for the responsibility. If you’re a business owner and your children are going to be taking over somewhere in the next five or 10 years, make sure they have experience in every area and department in the company. Take them with you when you visit your banker, accountant or attorney and also include them in every vendor meeting. They don’t have to contribute to the discussion at those meetings before they are ready, but giving them that access allows them to be a sponge and absorb everything your advisors or your vendors say. It’s amazing what they can learn when given the chance to listen.
High-profit companies also have a high value, and one important way to achieve the high-profit mark is to keep employees and the next generation of leadership highly engaged. Encouraging engagement by sharing necessary financial results and offering training across the company are key to making that a reality.
Gary Pittsford Partner & Chief Valuation Officer (ret.) and Consultant Creative Planning Business Services*Source: 2023 Cost of Doing Business Study, North American Hardware and Paint Association
This commentary is provided for general information purposes only, should not be construed as investment, tax or legal advice and does not constitute an attorney/client relationship. Past performance of any market results is no assurance of future performance. The information contained herein has been obtained from sources deemed reliable but is not guaranteed.
NHPA Premier Members have access to comprehensive online training, including inventory management basics. Call Member Services at 800-772-4424 or email nhpa@YourNHPA.org to determine your membership status today.
Tony Corsberg’s nearly 45-year career began as a stocker at Friedman Bros. Hardware in Santa Rosa, California. He eventually served as vice president of merchandising, where he spearheaded the rebranding initiative that created Friedman’s Home Improvement, which today operates four large-format home centers with lumberyards in northern California. Tony retired from Friedman’s in 2018 and later started his consulting firm Merchant5 Advisors, guiding independent retailers in merchandising initiatives. In 2022, he was integral in the development of NHPA’s Foundations of Merchandising Management program.
In January, we talked about merchandising management being much more than just placing products on a shelf in a cool way. It starts with, but is not limited to, the five principles (5 Ps) of merchandising and the retailer crafting a 5 P recipe unique to their brand.
This series will take a deeper dive into some key merchandising management best practices within the 5 Ps. We’ll start with the product, and how it is sourced. Then we’ll cover how to present the product in effective ways, and finally, discuss how to use promotional spaces to promote the product within the retail selling space. These are three of the 5 Ps of effective merchandising management that will improve the performance of the retailer’s inventory and the retail selling space.
It starts with sourcing the right products from the right supplier through our industry’s ecosystem. Retailers in this industry are fortunate to have a choice of channels and the autonomy to build their own supply chain model. Each channel has value and purpose in the ecosystem, and taking a holistic view of this ecosystem and its individual parts can be instrumental in any retailer’s success. Savvy retailers embrace this.
When selecting preferred suppliers for a supply chain model, consider more than just a product at a price. It’s important to understand the value and strength that each vendor brings in building a strategic supply chain model that delivers the products with the best overall programs. From Merchant5’s nondenominational point of view, we recognize and respect every supplier’s place and contributions to this ecosystem. We also believe the more connections retailers have to the various channels the better. Make use of this diverse vendor community and its wealth of industry knowledge, experience, efficiencies and other relevant services that can make a positive difference. Even when manufacturers are being sourced through a co-op or distributor, these multilevel relationships provide a wider lens, and that’s a good thing for everyone.
You are fully responsible for managing your role at the retail level in this ecosystem. High-performing retailers provide their suppliers with insight into local markets and are recognized for their high-level merchandising management abilities. They stay nimble, responsive and dependable to their vendors and customers. These qualities make these retailers a strong and valuable link within the independent home improvement chain. Good retailers prioritize solid and diversified vendor relationships within their supply chain model. It’s these healthy “retailer to vendor partnerships” that bring winning results to the independent home improvement industry. Simply put, retailers need a supply chain to survive, but creating positive relationships in their supply chain model can help them thrive.
NHPA shares ways to engage with employees in new and creative ways. Learn more at YourNHPA.org/development
Gina Schaefer is the founder and former CEO of 13 hardware stores in Washington, D.C., Baltimore and their suburbs. She and her team of 300 have helped millions of customers shop right where they live, in their urban communities, despite continuous pressure from bigger, stronger competitors. Gina is a professional speaker and storyteller, engaging audiences on topics, including competing in a male-dominated field, building a strong corporate culture, business succession planning and all things small business. In her book, “Recovery Hardware,” Gina chronicles her experiences building a business while learning from nontraditional teachers like folks from the recovery community and returning citizens. She serves as an advocate and spokesperson for causes directly related to raising wages, anti-monopoly legislation and small business development.
Email gina@acehardwaredc.com
LinkedIn Gina Schaefer
Scan the QR code to learn more about Gina’s work to promote small businesses and second chances.
Employee engagement has taken on a whole new meaning since 2020. Unrest, the great resignation, quiet quitting—we were reminded daily that as business owners our turnover was in turmoil.
In 2021, we decided to up the ante in our organization by selling our business to our teammates through an employee stock ownership plan (ESOP). This decision was, in part, our exit strategy, but it was also a way to create a stronger retention program among our locations that employ close to 300 people.
An ESOP works like a qualified retirement plan. A trust is created that holds shares on behalf of the employees, which go through a valuation process every year. Obviously, the expectation is that the valuation goes up every year.
In the hierarchy of factors that influence the value each year, employee effort ranks fairly high. The plan of any small business owner should be to treat their employees like an important part of their business, perhaps like owners. And the ultimate goal should be increased engagement and retention.
Studies show that customer satisfaction is directly linked to employee satisfaction, which should contribute to higher revenue. Regardless of whether you think that line is dotted or solid, I think ESOP research should be on every succession planning checklist.
The reason we got to this particular plan is worth a closer look. My office overlooks 14th Street in Washington, D.C. It was the street that saw protest after march after protest in 2020. Eventually my husband and I came to the realization that small businesses could play a part in the change that the protesters were looking for. Societal challenges such as generational wealth, gender, race and income inequality are symptomatic of old thinking.
We asked, “What if our employees became the owners of our business, creating an opportunity for wealth growth, healthier retirement accounts and the ability to feel even more empowered every day at work?”
The first week after the transition started, I walked into the store and overheard a cashier explaining to a customer that she was now an “actual owner” in the business. The plan was already working.
It’s too soon to tell how successful our ESOP will be—we have sold 30% to the trust so far—but the future looks bright. We find ourselves in a constant phase of education, not only making sure we understand all the nuances and tax benefits of the plan we’ve set in motion, but we also have a duty to make sure our team understands what they now own. Stay tuned for more.
Gina Schaefer Founder and Former CEO A Few Cool Hardware StoresDiscover marketing insights and resources to get the word out about your operation at YourNHPA.org/marketing-guides.
Jim Carpenter serves as the director of marketing for Curtis Lumber, a family-owned business that has been operating since 1890. Over the past 18 years, he has been instrumental in implementing various marketing strategies that have helped the company grow and expand to encompass 23 locations across New York and Vermont and exceed over $300 million in annual sales. In his role, Jim is committed to finding new and innovative ways to reach customers and improve the customer experience at each of the Curtis Lumber locations.
Ilike to think that we work in a problem-solving industry. Part of the attraction, and what makes people stay long beyond what they planned, is the daily interaction with people who are just looking for advice and look to you as an authority. For the most part, humans like feeling respected and valued and there is nothing like that feeling when you find the exact right piece of hardware as the answer to solve that customer’s broken bird feeder.
All too often, we forget that the most valuable marketing tool we have is our people. Sure, we sell nuts, bolts, paint, power tools and more, but those can be purchased anywhere. Our people make the difference, and we should be bringing them to the forefront in everything we do.
A few years back, we tried to outline what was the Curtis Lumber distinctive difference and asked a few customers for their input on what set us apart. We heard loud and clear it is the friendly faces who they deal with daily that keep customers coming back.
“All too often, we forget that the most valuable marketing tool we have is our people.”
With this epiphany, we quickly added employees to our TV commercials, print ads, online marketing, social media channels and anywhere it made sense. We outlined the knowledge and longevity of our people and how this was a sharp contrast to our competitors. We started marketing our job openings by using our employee’s own words for why they work for us and let those stories shine through.
On social media, we highlight our employees and what makes them special. For Curtis Lumber, it’s all about the people and as a marketer, I want to do what I can to leverage that. When you let the public see what your company cares about, they respond and support you.
How do you use your largest asset in your marketing?
Jim Carpenter Director of Marketing Curtis LumberIf safety is a top priority for your operation, check out NHPA’s Workplace Safety training course at training.YourNHPA.org/store
Kim Peffley is the director of organizational development and consulting with the North American Hardware and Paint Association (NHPA). With 30 years of retail experience, her management and leadership knowledge enables her to offer professional training covering many aspects related to effectively leading a team in a home improvement retailing environment. Peffley leads retailers through comprehensive organizational change to improve internal communications and create stronger teams.
Email kpeffley@YourNHPA.org
LinkedIn Kim Peffley
To submit a question to Kim, scan the QR code below
What reward and recognition programs have you found to be successful in creating a culture of safety? —Rodney Bullion, TAL Holdings
Building a safety culture is about rallying the entire team. Although making safety a top priority is crucial, it’s not a solo mission. We need to go beyond policies and procedures and create a culture that actively engages everyone and recognizes their contributions. Here are a few key strategies for implementing a safety culture.
Safety Incentives: Financial rewards and gifts motivate teams to achieve safety milestones. Offering bonuses or partnering with vendors for giveaways reinforces desired behaviors. Who doesn’t love a free hat, shirt or cup?
Recognition Programs: Acknowledging individuals who uphold safety guidelines emphasizes your business’s commitment to excellence. Find creative ways to recognize team members publicly, fostering a positive culture that appreciates and reinforces desired actions. Create a “High-Five Award” acknowledging and rewarding those who uphold safety guidelines.
Training and Certification Recognition: Encourage ongoing learning by offering safety training opportunities. Publicly acknowledging employees who complete training underscores your business’s investment in development, reinforcing the value of learning. NHPA offers an excellent course titled Loss Prevention: Store Safety.
Leadership Recognition: Highlighting supervisors and managers who embody safety leadership sets a powerful example for the team. When leaders prioritize safety in their communications and actions, it reinforces that safety is everyone’s responsibility.
Peer Recognition: Implementing peer-to-peer acknowledgment systems allows employees to appreciate each other’s safety efforts. Sharing success stories and shoutouts creates a culture of positivity and collaboration.
Continuous Improvement Recognition: Recognize and appreciate the team’s efforts in creating a safe environment. Recognizing innovative solutions will spark creativity and engage teams in being part of the solution.
These reward and recognition programs aren’t just tools but sparks that ignite behavioral shifts and cultural makeovers. They allow you to craft an environment where safety is the top priority and is a shared commitment every team member embraces.
I would love to answer your question next. Email me at AskKim@YourNHPA.org.
Now, let’s go make a difference in someone’s day today.
Kim Peffley Director of Organizational Development & Consulting North American Hardware and Paint Association
Start Your Online Strategy
Get an inside look at how Randy’s Hardware approaches its online presence from content to customer at hardwareretailing.com/online-strategy
A CONSISTENT QUALITY of independent home improvement businesses is being the place to ask questions and get answers. According to a study from language learning platform Preply, Americans are investing time this year into learning new skills and taking on new hobbies. Many of the skills and hobbies people are undertaking can funnel new
customers into your business. According to the study, 85% of respondents say they will consult YouTube to start their learning journeys, and 50% of respondents agree that YouTube is the most effective method for learning new skills. Review the list of hobbies and then explore a three-step solution to meet potential customers where they are: on YouTube.
With the right content strategy—and the smartphone in your pocket—you can become the YouTube resource for your customers who are taking on new hobbies this year.
Follow these steps for the 3x3 video grid from branding expert Dennis Yu.
Record three videos that address common projects or answer questions you hear regularly in your store.
How-tos for DIY-friendly common or urgent home repairs
How to prepare homes and property for the seasons
How to make a big impact with a small budget
Record three videos that tell your company story. Connect genuinely and involve the whole team so people can put a face to a name when they come in.
What’s the history of your business?
Introduce your in-house experts. Who can customers rely on at your store?
Why should customers support local businesses?
The final three videos are focused on selling strategies. Use these videos to highlight new products, share sales and show services in action.
What items are on sale right now?
What must-have seasonal products do you have in stock?
What products will sell out fast?
Read more from Yu at hardwareretailing.com/simple-videos
5 Skills and Hobbies People Want to Learn
% of respondents
72%
TOP 3
Home repairs and maintenance
58%
Car repairs and maintenance
47%
Gardening and landscaping
45%
Hiking and camping
42%
First aid and emergency preparedness
Send a note to editorial@YourNHPA.org about products you can’t keep on the shelf. Include your name, your business name and reasons why you love it.
First Saturday Lime is unlike traditional lime, as when used as directed, it’s safe for use around kids, pets and ponds. When used monthly, it can dry up insects and their eggs and larvae, while destroying odors and odor-causing bacteria. It is nonflammable and has no known health hazards.
FIRST SATURDAY LIME | firstsaturdaylime.com
The M3 Woobie hoodie is an insulated, thermoregulating work hoodie with dual-sided stretch and moisture control. The hoodie insulates and protects from cold weather and is engineered with performance stretch fabric to be comfortable while out on a job.
TRUEWERK | truewerk.com
The Primo II Fireplace offers direct vent technology to remove any fumes or combustion exhaust efficiently and effectively from your home. The LED multicolored fire lighting creates high-contrast lighting in a chosen hue or can continuously cycle through colors. The double-pane glass keeps heat away without a screen, providing the best view of the flame, and the unit offers low-heat output for year-round usage.
HEAT & GLO | heatnglo.com
The NEBO® Assist Air jump starter allows you to jump-start a dead battery, inflate a flat tire, charge your battery or phone and provide light. With 1,500 amps, you can jump-start any 12-volt car, SUV, truck or marine battery.
NEBO | nebo.acgbrands.com
FrogTape ® Multi-Surface Painter’s Tape is a high-quality masking tape with premium adhesive to help eliminate the need for touch-ups while delivering 21-day clean removal and seven-day UV resistance.
FROGTAPE | frogtape.com
Milwaukee’s M12 FUEL™ 18 Gauge Compact Brad Nailer delivers peak productivity at the job site, providing users with peak nailing performance and access to tight spaces with the compact, lightweight and ergonomic design.
MILWAUKEE TOOL milwaukeetool.com
The Gramercy Knurled Entrance Trim combines clean lines with a modern aesthetic design. Customize the trim by substituting any knob or lever of your choice or by utilizing the escutcheon plate to create passage, privacy or dummy sets. This handleset can fit thin and thick doors, accommodate alternative-length spindles and mounting hardware and comes in 24 finishes.
BALDWIN HARDWARE | baldwinhardware.com
up to 90% faster than an equivalent ratchet binder
up to 90% faster than an equivalent ratchet binder
• Quick acting ratchet design is easy to tension and release
• Quick acting ratchet design is easy to tension and release
• Heavy gauge steel construction
• Heavy gauge steel construction
• Corrosion resistant electro zinc plating
• Corrosion resistant electro zinc plating
• Free wheel function for quick 12IN take up
• Free wheel function for quick 12IN take up
• Designed for use with 5/16IN -3/8IN transport chain
• Designed for use with 5/16IN -3/8IN transport chain
The 9-inch deck stain roller cover is the newest addition to Mr. LongArm’s products. This roller cover holds more stain, covers more area in less time and provide a smooth finish. The tear-resistant roller cover last longer than regular foam roller covers and is compatible with both water- and oil-based stains. The polypropylene core fits any 9-inch roller frame.
MR. LONGARM | mrlongarm.com or 800-821-3508
Signature shingles from BP Canada provide superior protection against blow-offs and wind-driven rain with their high resistance to nail pull-through and innovative Weather-Tite® Plus Technology. The shingles come with a standard 220 km/h wind warranty, typically associated with Category 4 hurricanes.
BP CANADA | bpcan.com
Phone Mount
Including a magnetic socket, windshield mount and optional metal ring, the Steelie Orbiter Windshield Kit enables users to dock their MagSafe iPhone directly to their windshield. The mount features a suspended steel ball attached to an adjustable aluminum arm with a patented suction cup design for ultimate holding power and quick release. The steel ball seamlessly connects to the magnetic socket for secure hands-free viewing of GPS navigation apps and more.
NITE IZE | niteize.com
The intricate 3D wood grain effect of SLATPANELS delivers a touch of natural authenticity, and the panels are available in four colors and two sizes, ensuring seamless integration.
The panels are not only aesthetic but also highly functional. They are waterproof and adaptable to any environment.
THE WOOD VENEER HUB | slatpanel.com
The Cord Protect offers heavy-duty extension cord protection for home and garden use. It is uniquely designed to protect electrical cord connections in wet conditions.
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PaintLine’s new hinge hooks use a single, high-carbon steel wire to reduce shadowing from the spray pattern with a 25-pound weight limit. Manufactured by one of the largest fish hook factories in the world, the razor-sharp point of the hook provides added security when holding cabinet doors or other parts.
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In the summer of 2023, Mead Lumber launched a rebranding initiative aimed at updating the company’s look and creating consistency across its business units, both with employees and customers.
The rebranding initiative features a new, modern logo and a refreshed website, including a new URL. The operation has 53 locations in nine states, and some of the locations will be changing their name to Mead Lumber, while others will keep their name but follow the new logo and design scheme, says Barry Kriha, director of marketing, communications and branding.
At the heart of the rebrand is Mead Lumber’s brand promise: ‘To Make You Feel at Home, From Design to Finish®.” Kriha says this brand promise sets the operation apart from its competitors and is the reason why customers keep coming back.
“Our team worked tirelessly to develop a fresh look for our brand that better represents the quality, reliability and innovation that our customers have come to expect from us,” says Dave Anderson, CEO of Mead Lumber. “This new branding highlights our commitment to providing top-notch service and support for all of our customers.”
To celebrate the rebranding, many of Mead Lumber’s locations held celebration activities on the day of the rebranding launch and incorporated the announcement into their upcoming events.
“We’re proud of our history and where we’ve come from, but we’re also excited about where we’re going,” Kriha says. “This rebrand is an exciting time for us as we aim to strengthen the connection our customers have with us. We believe this fresh approach will help us stand out in a highly competitive industry and attract new customers and employee-owners as well.”
A NEW LOOK
Mead Lumber’s rebrand included an updated logo and better represents the company’s culture, values and mission.
“Our history tells a story. In the rebrand, I didn’t want to lose that history and culture that has shaped our company.”
—Barry Kriha, Mead Lumber
Kriha has been with Mead Lumber since 2021, and from Day 1, he has been focused on the rebranding initiative. Rebranding had been on leadership’s radar for several years, but until Kriha joined the Mead Lumber team, the company did not have the bandwidth to make rebranding a priority.
The rebranding started with listening. Kriha says he began by asking questions of Mead Lumber leadership and employees and then listening to the answers. He asked questions that helped shed light on who Mead Lumber was as a company, the company’s history, what customers and vendors think of the company and how the community of each store perceives the company.
“I was trying to get a feel for the flavor of who we were as a company,” Kriha says. “It took about six months for me to get a good grasp for who we were and who we wanted to be going forward.”
A majority of the work was done internally, as Kriha had experience in past job roles with rebranding. He put together a team of three marketing professionals, which eventually turned into a team of six. He says he also reached out to his past colleagues to spot check his rebranding plan and provide feedback.
The rebranding went beyond a new logo, and included a deep dive into the company’s core values and company culture. Kriha says company culture played a large role in the rebranding, and he was sure to include the company’s history as the first part of the brand handbook. The rebrand included an update to the company’s core values and an updated purpose statement and competitive advantage statement.
“Our history tells a story, one that many companies can’t tell or have forgotten,” Kriha says. “In the rebrand, I didn’t want to lose that history and culture that has shaped our company.”
Crafted with purpose, the new Mead Lumber logo has deeper meaning tucked into the colors and graphics. Kriha says it all starts with the cornerstone—the red square in the bottom left corner. The structure icon also highlights an M for Mead and an L for Lumber.
“The cornerstone is where you begin anything,” Kriha says. “You need a good cornerstone for building a career with us and serving our communities.”
The words “Mead Lumber” in the logo are a unique color scheme of black and red, and the typeface symbolizes strength and a modern but timely look.
The A in Mead is emphasized over the other letters and has several connotations: A+, A-Team and the operation’s first store was in Ashland, Nebraska.
“All these little elements tell the story of our business,” Kriha says. “I think the logo represents us well.”
After getting all the pieces of the rebrand in place, Kriha turned to bring the employees up to speed with the rebrand, which actually started during the listening phase. Kriha conducted employee surveys and spoke to as many employees as he could to gather feedback and used those insights during the rebranding process.
Kriha and his team presented the rebrand to leadership for approval and from there, offered a sneak peek at an employee meeting in March 2023. At that meeting, several employees provided feedback on the rebrand, which Kriha says he was able to implement before the official internal unveiling in April 2023.
Store managers and employees received a checklist and were asked to identify old branding that needed to be updated, including everything from store rugs to placard signs to delivery trucks.
The marketing team sent celebration kits to every location that included banners, flags, party poppers and other items to
host a lunch with the employees at that store. Each store had the opportunity to order customer rebrand kits with shirts, coffee mugs and laptop stickers to give to the store’s loyal customers.
While the intangible aspects of the rebrand were important, the physical components were also crucial. Mead Lumber’s rebrand included big pieces like a new logo, website and store signage, along with smaller changes, such as standards for email signatures, business cards and logo use on clothing and other items.
Kriha says signage will be one of the biggest expenses of the rebrand, and it will take the company nearly two years to change out each store’s signage. He’s also focusing on digital marketing and social media to get the word out about the rebrand.
“We’ll be encouraging each store to promote the rebrand in ways that make sense for that store,” Kriha says. “We’ll continue sharing that Mead Lumber is not changing as a company, but evolving and growing.”
EVERYONE’S IN
As an essential part of the business, employees of Mead Lumber were included in the rebranding efforts from start to finish.
Learn how Cole’s Hardware turns passers-by into customers with its compelling and creative window displays at hardwareretailing.com/cole-displays
Sifting through an email inbox can be daunting. Consumers are bombarded with thousands of messages, from promotions to urgent deals to breaking news. However, when a company can draw a customer in with a creative subject line and consistent information, it can mean the difference between a delete and a loyal customer. That’s what Cole Hardware, a family-owned operation with five stores in the San Francisco area, has worked on perfecting since it began its email marketing strategy years ago.
For nearly a decade, Shanead Mueller, who started as the marketing assistant and became the marketing manager for Cole Hardware a year and a half ago, has been finding ways to improve the company’s online relationship with customers by strengthening brand awareness and encouraging people to shop at the stores. Today, the company has an email list of 30,000, with an impressive 37% open rate.
“My main goal with email marketing is to remind our customers that we are here and to keep us top of mind when they make purchasing decisions,” Mueller says. “The best way to do that is to have your email provide value, whether it be entertaining, informative or provide a discount. Our goal is to make emails the customer wants to open and engage with instead of archiving or trashing them without opening.”
When Mueller joined Cole Hardware in 2014, the company had already been utilizing email marketing, but the main focus was still on their print circular and its accompanying physical newsletter that was mailed to customers’ homes.
“We originally sent a physical newsletter that included our deals and several informative articles spanning 10 to 12 pages,” Mueller says. “It was all wonderful content and beautifully written, so we repurposed it for our emailed newsletters.”
Eventually, the company decided to scale back on print marketing due to the added costs and now they pour that energy into their emails and social media presence.
“We’ve kept the spirit of our former newsletter but I am a graphic designer, so I focus on the look of the content and try to keep it short, sweet and informative,” Mueller says.
One of the shifts the team had to make was requesting email addresses rather than home addresses from customers at the register, Mueller explains.
“We have a rewards program that requires a customer’s email address to join,” she says. “We also give our cashiers a 50 cent bonus for every accurate email address they collect. There are also forms on our website to sign up for emails, and we get a handful that way, too.”
To communicate with customers across five stores requires consistent communication and a thorough plan of action. In addition to a comprehensive email marketing strategy, Mueller works in tandem with Noelle Nicks, the visual merchandising manager at Cole Hardware, who also manages the social media for all five stores. Together, they have found a process to collaborate on a content calendar and make sure they are keeping up with connecting with their customers.
“We send one or two emails a week and more in December,” Mueller says. “Noelle and I use a shared Google Calendar to organize all of our content. We also use the time of year to get ideas for what we’ll focus on, whether it’s a holiday, the weather, new product releases, trends or seasonal tasks around the home. We also use ‘National Days’ to get inspiration, and that content is popular on social media as well.”
Over the years, Mueller and Nicks have experimented with various strategies to see what engages with customers the most online, from testing out the days of the week to the times an email is sent. However, the difference with these changes was minimal.
“We have found that 37% of people on our email list are our engaged customers,” Mueller says. “They reliably read our emails, and for the industry, that number is great. When I go to schedule an email, I think about when a customer will be receiving it. Maybe it’s over coffee on a weekend morning, a lunch break during the work week or relaxing after dinner.”
What strengthens the overall marketing strategy at Cole Hardware is making it consistent across all mediums, Mueller says.
“I design all of our digital assets and our print materials, including a postcard announcing sales, posters and signage,” she says. “I strive to have the marketing match the experience in the store. That’s one of the nice things about having creative control over all of it. The email matches the store sign or the postcard. If we are featuring a new product in an email, we want it to also be on an endcap when the customer walks into the store. Email is important, but it’s just one part of a whole strategy.”
Cole Hardware also utilizes the content from its email marketing to share with followers on Facebook and Instagram, Nicks says.
“Cole Hardware is not just a retailer. We’re a part of the community, so we want our social media to be personal and local,” Nicks says. “Whether it’s our book drive, toy drive or our Coins for the Community Program, our customers are not only shopping with us, but making positive change in our community. We use social media to highlight what makes us unique, including our charming Cole Hardware crew. We know people are busy and bombarded with digital interaction, so we act as if we’re texting
“My main goal with email marketing is to remind our customers that we are here and to keep us top of mind when they make purchasing decisions.”
—Shanead Mueller, Cole Hardware
a friend, sending out quick quips about upcoming items we think they’ll be interested in.”
Just as they try to analyze what works best with email marketing, Nicks and Mueller also tried to dig into what was most well received on social media.
“We looked at the metrics on our Instagram to see what our top posts were and they were all over the map,” Nicks says. “Some were pictures of our owners, employees in the store, photos of pumpkins in the fall. We take that to mean we should continue to deliver a little bit of everything.”
For those who have been struggling with digital marketing, Mueller says it’s important to focus on the customer.
“I think of marketing as a conversation, similar to the one you would have with a customer in person,” she says. “It’s a great opportunity to provide helpful knowledge, make the customer smile and remind them you are there. If you think about the majority of marketing that you are exposed to throughout your day, from targeted ads, or ‘you left this item in your cart’ emails, it can all start to make you feel like a commodity. What I do, and others can, is make customers feel like a part of your community instead.”
Mueller recognizes that depending on the size of a business and the budget for marketing or social media, it’s important to find what strategy works best for you.
“It can be hard to quantify and put money toward marketing when you don’t see automatic results,” Mueller says. “However, the perception, branding and positive interaction with your customer can pay off in the long run.”
If having a dedicated marketing team member isn’t within your budget, Mueller suggests giving the opportunity to help develop content for newsletters or social media to the staff who are on the salesfloor, engaging with customers.
“The goal for us is to put a smile on our customers’ faces,” Mueller says. “We do whatever we can to make it fun for us and then hope that translates. Marketing doesn’t have to be perfect. Just get started, establish the voice of your brand and connect with your customers online like you would on the salesfloor.”
As president and CEO of Dazey’s Supply, Darren Tomasini (center) thinks outside the box for operational strategies.
reaking the stereotypes of what makes an independent home improvement retailer successful, Darren Tomasini has built a successful career and continued the legacy of his operation, Dazey’s Supply, where he serves as president and CEO. In recognition of his successes, the North American Hardware and Paint Association (NHPA) has named Darren a 2024 Top Guns Awards honoree.
For 18 years, the Top Guns Awards program has recognized innovative, passionate retailers who are leading their operations and the independent home improvement industry at large with strategic investments focused on preserving independence and growing the channel. This award recognizes individuals as representatives of their operations who, through the work of engaged, dedicated staff, are making marks in their local communities.
Get an inside look at how Gina Schaefer turned her operation into an ESOP to assure the future success of the business. Learn more at hardwareretailing.com/passes-reins
While his methods may seem unorthodox to some, Darren’s leadership has led Dazey’s Supply to grow beyond northern California and has resulted in a strong company culture that draws employees in and makes them want to stay. He hasn’t done it alone, however.
“My successes would not have been possible without the support and help of my employees, customers and community,” he says.
Working in the lumberyard for Copeland Lumber, a regional lumber chain in the Pacific Northwest, while he attended college was Darren’s first foray into the independent home improvement channel.
“I didn’t like it at first because I was 19 years old, and that’s not what I wanted to do,” Darren says. “But over time I grew to really enjoy it.”
Darren went through Copeland Lumber’s management program, and not long after, was asked to run a store in Eureka, California.
“Again, I did not want to do it, and I said, ‘No way,’” Darren says. “Somehow they convinced me. I ended up liking it so much that when I graduated from college, I decided not to follow my original plan to go to law school and ended up staying to manage that store.”
Darren remained at Copeland Lumber until 2009 when he resigned as general manager. Not sure what he wanted to do next or where he wanted to end up, Darren received a phone call from the general manager of the Redway location of Dazey’s Supply, who was leaving and looking for a replacement.
“I drove down there and came upon this funky little place,” Darren says. “I met with the owner, Stephen Dazey, who started the company in the 70s. I really liked him and the operation. Though it felt a little crazy, it also felt right, and a week later I told my wife I was going to take the job. I have been here ever since.”
Stephen Dazey opened Dazey’s Supply in 1974 when he saw an influx of residents to Humboldt County who were looking to live out their counterculture lifestyles and needed lumber and building supplies. He started milling lumber and selling refurbished windows, and with customer input, he added hard-to-find and premium gardening tools and supplies.
The operation has grown from that one store in Redway to three additional locations in California, two stores in Oregon and a new store in Bluffton, Indiana.
While the move from the West Coast to the Midwest may seem random, when approached with the opportunity to buy in Bluffton, Darren did his research and liked what he saw. The community was growing rapidly, and there was
potential in the nearby Ohio market, which fit into Darren’s growth strategy of operating several stores in a central area to help with scale and provide support to one another.
“The store in Bluffton is located next to a Lowe’s and a Walmart—I love that,” Darren says. “Those are major companies that don’t put in a store unless they know the parking lots are going to be full. All I have to do is get those customers to choose to come to my store instead.”
When opening the Bluffton store, Darren turned to unconventional methods for advertising, targeting local customers with $100 in offers. The first mailer included a certificate for $25 off a purchase and a second mailer announced the grand opening and included another certificate for $25 off a purchase, plus a $50 certificate to use on opening day.
“That’s $100 of free money. It gets people in the door, and it works every time we do it,” Darren says. “The event drew thousands of attendees, and our customers even used Lowe’s parking lot to come to our event.”
Along with unconventional growth strategies, the company has been on the forefront in other areas. A forerunner in the independent channel for the employee stock ownership program (ESOP) model, Dazey’s Supply has been 100% employee-owned since 2016.
With so many home center, lumberyard and hardware store owners getting to or already at retirement age, an ESOP can be a viable exit plan option. The ESOP format has been highly successful at Dazey’s Supply, Darren says, giving employees an active interest in how the company performs because everyone has a personal stake in the business.
“We encourage and have a lot of employee involvement, and we’re very open with our staff,” Darren says. “I believe if we’re an ESOP, our employees should understand where we are financially, they should know what a profit and loss statement looks like, and they should know what happens when they make that big sale and how it positively impacts the company overall. I want them to know their effort matters.”
A willingness to adapt to the changing retail landscape and empower employees to be leaders have also been key for Darren and Dazey’s Supply. The management team frequently reads books on leadership and has discussions with employees about what being a leader looks like.
“I feel we’re progressive as a company,” Darren says. “We believe in knowledge. We believe that everything changes all the time, and we have to be able to adapt to those changes and think in different ways than maybe we are used to thinking.”
When it comes to innovation, Darren is not afraid to make decisions that are best for the company even if those decisions don’t make him popular. A few years back, Darren decided to bring high-end dog food into the stores against
the recommendations of the store managers. He saw potential with that product and now, Dazey’s Supply sells over $1 million in pet food each year. Those customers coming in for pet food often purchase other items as well, increasing overall sales.
Darren and the staff at Dazey’s also partnered with the Japanese company Chikamasa to create the molds for six models of high-quality gardening scissors made by Chikamasa. The partnership began when Dazey’s became the retailer selling the most Chikamasa scissors in the U.S. Dazey’s Supply is now the U.S. distributor of the scissors for Chikamasa, selling wholesale its six models plus about 20 additional SKUs, Darren says.
“We’re risk-takers,” Darren says. “You’re not going to get anywhere by just staying put, so we think outside the box about the way we serve our market and the way we do things.”
From the beginning, Dazey’s Supply has been committed to its employees and community, and Darren honors that relationship today by staying involved in each of the local communities—whether it’s California, Oregon or Indiana—where there are stores.
“Stephen wasn’t going to a Rotary meeting every other week. His idea of community involvement was being hands-on in the community by cutting down trees and building a community center in Redway,” Darren says. “Those ideals he established are ingrained in everything we still do as a company.”
Established in 1974
4 locations in California
2 locations in Oregon
1 location in Indiana
“The best piece of professional advice I’ve been given: Be very nice to the people you meet going up the ladder of success because you will see them again when you go back down.”
Darren Tomasini, Dazey’s Supply
GLEN MOROSOHK General Manager of Ricciardi Brothers
For Glen, the paint industry is in his DNA. His grandfather started out as a paint store owner in the 1920s. His father joined that business after World War II and then opened his own paint sundry distribution company. Glen cut his teeth at his father’s company and then joined Ricciardi Brothers 30 years ago, when he was tasked with building their business. He succeeded, moving the operation’s store count from four to 47.
WENDY STINE President of Stine Home & Yard
Part of the third generation of the Stine family to lead Stine Home & Yard, Wendy has been a part of the business her entire life, working as a store associate, store manager, corporate purchasing buyer, director of merchandising and now, president. She is proud of the way Stine Home & Yard competes with big-box competitors, serving customers with high-quality products, affordable prices and exceptional service, and supports the communities where the operation’s 13 stores are located.
Meet the Top Guns Awards honorees at a reception on Aug. 29 sponsored by the National Hardware Show. The reception will be part of the Independent Home Improvement Conference, taking place Aug. 27-29 at the JW Marriott Marco Island Beach Resort in Marco Island, Florida.
LEARN MORE AT ihiconference.org
RECEPTION SPONSORED BY
Along with giving to smaller causes like sponsoring local youth sports teams, Darren strives to make a bigger impact and gives larger donations to build fire stations, hospitals, community parks and more.
“We have people in the Rotary Club and the chamber of commerce; we do all that,” he says. “But we try to also do things on a bigger scale, not to say we’re great but just because we want to give back in big ways.”
Darren says he wants to make Dazey’s Supply the best place to work as possible for employees. The company offered paid sick days before the state of California made it a law, has always paid a higher-than-average wage and provides an enticing benefits package, including dollar-for-dollar matching 401k, a rare benefit for employees part of an ESOP.
“Our culture is about our communities and is about growth, but not just growing our revenue. It’s about growing our people too,” Darren says. “Our mission statement is: How we grow matters. Nobody is more important than anybody else in
our organization. Whether you are down at the bottom or up at the top, we see everyone on the same level.”
Having just celebrated a milestone birthday, Darren says his favorite part of the job is working with younger employees because they keep him feeling youthful.
“I love working with people in their 20s because that is when they are just starting their careers,” Darren says. “I don’t want to call myself a mentor necessarily, but I do enjoy guiding these young people because I was in the same boat in my 20s.”
Running a company that is an ESOP, Darren is motivated to get up each day and make the business as successful as possible for the employees and their futures.
“We have made promises to these employees about their retirement,” Darren says. “It’s up to us to be as successful as possible to fulfill that obligation to them.”
Industry Projections
Listen to a conversation between NHPA’s Melanie Moul and HIRI executive director Dave King for insights into the state of the home improvement industry for 2024 and beyond. Hear Episode 99 at YourNHPA.org/pod
Provided by the Home Improvement Research Institute
When profitability hinges on supplying regular customers, home improvement retailers can stay ahead of the curve by understanding how those customers’ shopping preferences change.
The Home Improvement Research Institute (HIRI) analyzed recent contractor purchasing behavior insights. Here’s what you need to know to best serve your customers.
The minimum requirements for a satisfactory retail experience are shifting.
According to HIRI research, general and specialist contractors expected more from retailers in 2023 than in 2021. Shopping experiences such as easy checkout and the ability to return items were once considered high-impact drivers in retail channels. Today, these factors have become the minimum expectation, meaning doing them well is no longer a differentiator. Product quality and cost are pros’ top reasons for staying loyal to both brand and supplier. So, what can set your business apart and help win pro loyalty? Contractors desire knowledgeable retailers who understand their needs and provide value to the bottom line.
Contractors display relative loyalty to hand and power tool brands.
HIRI found that if a preferred brand was unavailable at a supplier, 59% of contractors would find a different supplier, while only 41% stated that they would find a different brand. Hand and power tools garner even more loyalty among contractors compared to other categories. As tools are an extension of the self, the brand identity of tool products matters to pro customers.
Because pros are generally more willing to switch retailers than they are to switch brands, it is important for retailers to supply a top-performing lineup of tools to drive foot traffic and retail sales.
The hand and power tools category remains the most frequently purchased product category among contractors.
In HIRI’s 2023 Contractor Product Purchase Incidence study, 67% of respondents reported making a purchase in the hand and power tools category in the previous year. Hand and power tools continually have a high purchase incidence among pros.
The purchase incidence of many products has grown from 2021 to 2023, indicating signs of a renewed interest in upgrading and adding tools to the pros’ lineup. Retailers should lean into this renewed demand and tailor inventory and marketing to meet contractors’ evolving needs.
From 2021 to 2023
+3%
Hand tools for measuring
Air compressors
Sander
Battery-powered drill/driver
Paints, Stains, Polys, Varnishes, Accessories
Lumber, Drywall, Concrete, Decking, Fencing Hardware
Interior Finish Products
Doors, Windows and Other Millwork
Roofing, Siding or Insulation
Electrical & Lighting
Finished Kitchen or Bath Items and Appliances
Rough Plumbing, Water Heaters or HVAC
Landscaping Supplies or Equipment
59%
of contractors would find a different supplier if their preferred brand is unavailable at their initial supplier
The Home Improvement Research Institute (HIRI) is the only nonprofit organization dedicated to home improvement research. The organization empowers its members with exclusive, ongoing home improvement data and information for making better business decisions. Members are the home improvement industry’s leading manufacturers, retailers and allied organizations. Learn more at hiri.org
SPONSORED BY
With something for home project enthusiasts to professional contractors, DIY newbies to renovation experts, the hand and power tool category has the potential to be a superstar department for your operation. With an influx of innovation and new products to choose from, your hand and power tool category should focus on fundamental items like drills and saws while mixing in new products.
At PaulB Hardware, with store locations in Lititz, Belleville and Mechanicsburg, Pennsylvania, hand and power tools take center stage.
“Hand and power tools are one of the first things our customers see when they walk into the stores,” says Trent Martin, buyer for PaulB Hardware. “We prioritize dedicating a significant portion of our salesfloor to power tools.”
Even the least handy homeowners can benefit from keeping a few staple tools on hand. See which ones to stock at hardwareretailing.com/hand-and-power-tools.
In the back of each of PaulB’s stores is a workshop of mechanics who provide warranty and repair services for many of the brands they carry. Although PaulB strives for all of its products to be durable, the majority of the power tools it carries can be repaired under warranty.
At PaulB’s flagship store in Lititz, Martin and Caleb Showalter, tools and outdoor power supervisor for PaulB, leverage the mechanics’ expertise to test new products. Mechanics provide honest feedback after using samples, helping the operation ensure the functionality and durability of the tools it carries.
“For example, if we get a sample of a welding product, we’ll give our mechanics the product to try and have them give us their honest opinion,” Showalter says. “We take what they say seriously because they know what they like and how a tool should function.”
Like many stores with limited space for new SKUs, Showalter says getting to see and feel the product beforehand plays a lot in his decision on whether to put in an order. Many times, he can tell the quality just by holding it.
“Store owners should always try to get their hands on new products,” Showalter says. “We’ll send hand and power tools home with our employees and ask them to give us a report on what worked, what didn’t work and what they thought about the tool.”
Founded by George B. DeArment in 1886, Channellock Inc. is a worldwide leader in high-quality pliers and assorted hand tools. With a family legacy spanning across six generations, the American-owned and operated company is based in Meadville, Pennsylvania, where it proudly manufactures many of its tools and legendary pliers. Channellock is best known for pioneering its namesake Tongue & Groove Pliers and iconic CHANNELLOCK BLUE® handles—which our nation’s hardworking trades professionals still instinctively reach for to get the job done right. As part of its largest launch in company history, Channellock Inc. introduced over 80 new products, including its XLT ™ Round Nose Linemen Pliers with Crimper, a 10-inch WideAzz® Adjustable Wrench, Professional Locking Pliers, American-Made Screwdrivers & Pry Bars and American-Made Tool Bags & Accessories.
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The average price paid for a hand tool in 2023 was
$36
This was up 6% from last year and up 33% from 5 years ago
Source: Hand Tools Market Insights, TRAQLINE
Martin says being able to stand behind the quality of the products they carry in their stores is important because they don’t want customers to have to come back and return a product because it broke two months later.
A customer having to return a defective product erodes loyalty to the retailer and has a negative financial impact as well. Retailers across the nation reported a return rate of 14.5%, losing $743 billion, according to the National Retail Federation and Appriss Retail.
Martin says they also make sure a company is ethical before bringing that company’s products into the stores.
“We make sure we trust the company and its products before selling in our stores,” he says. “When we know a company is trustworthy, it allows us to carry items at different price points and vouch for the quality at each price point.”
Showalter says another key to success in this department lies in introducing new and innovative products to customers but still carrying basic tool options.
“The biggest challenge we have in our stores is finding space for all of the new and innovative products,” Showalter says. “We may get a few new products in plumbing and electrical here and there but the hand and power tools category is consistently coming out with new products.”
Part of Showalter’s job is staying on top of industry trends and finding items he believes will sell in the stores. The main way he stays on top of the trends and decides what products will sell well is by listening to the customer.
Showalter says trends come and go very quickly, so to stay on top of what’s hot, many of the members of his team follow social media accounts that review products before they are released. Through social media, Showalter’s team can watch how the industry is trending and see what products companies are releasing.
Maintaining quality relationships with vendors is also crucial to staying on top of new hand and power tool products and keeping the basics in stock.
Both Showalter and Martin receive frequent new product emails and collaborate to assess the usefulness, quality and alignment of each product with the operation’s motto of “Heavy-Duty Hardware.”
“We regularly reach out and ask our vendors if there’s anything new coming out that we need to be aware of,” Showalter says.
According to a study from Lombardo Homes, 93% of women have completed a DIY project in their home, but 2 in 5 women surveyed say they feel they are treated differently by male employees and 1 in 5 felt judged asking for help.
Susan Harlan, owner of Vickery Ace Hardware in Smyrna, Georgia, says being a female store owner has empowered her to market her store, especially hand and power tools, to female DIYers and make everyone who comes into her store feel accepted.
“We make a point to all our employees not to treat anybody differently when they walk into our store,” Harlan says. “We’re very cognizant of women who come in, and we don’t make them feel like they don’t know something, or that they’re foolish to ask us certain questions.”
Harlan lost both her husband and father in the early 2000s and realized quickly she needed to be able to take care of herself.
“Being a woman and buying a power drill or tool is life-changing. When you own a drill and tools, you are able to do so much around your home without asking for help,” Harlan says. “It was very empowering and comforting that despite these losses, I would be able to take care of myself.”
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INDUSTRY AWARDS
The Best of the Best
Read more about Wilson’s Home Hardware Building Centre winning the Walter J. Hachborn Store of the Year Award at homehardware.ca
THIS PAST YEAR, Wilson’s Home Hardware Building Centre in Barrington Passage, Nova Scotia, was honored with the Home Hardware Walter J. Hachborn Store of the Year Award, selected out of over 1,000 stores across Canada. Mike Wilson is the dealer-owner of the award-winning store, one of his four Home Hardware locations in Nova Scotia. Mike attributes this success largely to keeping people at the center of the business.
“Our family business has remained successful through four generations of ownership and 100 years in business due to our core belief: you need to understand people to understand the business,” Mike says. “By focusing on understanding the needs of our people—staff, customers and the community, we are able to build and maintain a reputation of trust with them.”
Wilson’s Home Hardware ensures customer satisfaction by offering and encouraging continuous employee training, as well as equipping staff with the confidence to provide customers with product information and quality recommendations.
Wilson’s also prioritizes communication with customers, keeping them informed about promotions, new arrivals and order updates via media platforms.
The store offers post-purchase support and encourages customer feedback, always aiming for continuous improvement. Wilson’s also provides several loyalty programs, exclusive offers and personalized discounts to customers. By incorporating these strategies into his approach, Mike ensures the business consistently delivers outstanding customer service, fostering loyalty and positive word-of-mouth recommendations.
For Mike, keeping people at the center of business isn’t just about customer service. When the Barrington Lake Wildfire, the largest fire in Nova Scotia’s history, devastated the community last summer, Wilson’s stepped up with no hesitation. The store donated essential supplies for volunteer firefighters, furniture and entertainment to local relief centers, lodging for their displaced employees and hundreds of cleaning supplies to families returning to smoke-damaged homes.
And it’s not done yet—with 60 homes lost and hundreds more damaged, Wilson’s remains committed to helping its community rebuild by partnering with Paper Excellence and The Canadian Red Cross, as well as forming an internal customer care team dedicated to streamlining the process for those who are rebuilding.
In true Home Hardware fashion, Wilson’s is a fixture in the community, giving back regularly to countless initiatives.
Its annual community involvement includes hosting donation drives for the local food bank and charities such as the Stuff the Cruiser Toy Drive, the Salvation Army Giving Tree, the local cancer society, community mental health and the local hospital.
Mike also believes in investing in the community’s youth through sponsorship of sports teams and school programs.
“We believe our role in the community is more than just supplying goods,” he says. “It’s about forging strong relationships, contributing to the overall well-being of the people around us and making a positive impact where we can.”
INDUSTRY EVENTS
Fun in the Sun
True Value Co. will provide Fall Reunion attendees exclusive access to Universal Studios Florida for its Welcome Reception. Learn more at hardwareretailing.com/fall-reunion-2024.
FRESH GRASS, longer days and warm breezes usher in new opportunities to plant seeds of success this spring season. While last year presented challenges for retailers industrywide—from unpredictable weather to shifting consumer behavior—this year offers opportunity.
Why am I optimistic? The 2024 spring season is predicted to arrive early with more favorable weather in the regions that need it.
How do you take advantage of this and make this challenging market work for you? First, an understanding of trends and how they impact your community. One example is the growth of women participating in DIY. The appeal of rolling up your sleeves and diving into home improvement projects is empowering for all audiences, but the role of social media and the rise of lifestyle content has brought new awareness and engagement to a more traditionally underserved audience. This is a great example of how to look within your community, identify areas of opportunity and lean in to how you can best serve them.
How do you do that? It’s the perfect combination of the right products with the right promotions. You know you need the perfect-for-your-store assortments from high-quality
Chris Kempa CEO, True Value
brands, but if no one knows you’re stocked or that your store staff is there with knowledge and support, those products sit on the shelves.
Partner with local businesses with mutual customer bases, offer classes or Ladies Nights to invite neighbors to your store, or understand that your customer is absolutely looking for a great deal or a lower-cost alternative to their favorite product. Now is the time to put yourself on the map and help your community understand you are here for them and their DIY projects.
While the 2024 outlook may seem relatively flat, there are plenty of opportunities for growth and innovation. Unlocking these opportunities hinges on understanding customers and connecting with them on a deeper level, standing out in your community and outsmarting (not outspending) your competitors.
This spring, connect with your community through seasonal, relevant products and smart promotions (like events and deals) to sow success for the rest of the year.
WHOLESALER CENTRAL
Learn more about Orgill’s eCommerce platform at orgill.com
AT ITS 2023 DEALER MARKET, Orgill launched Impact eCommerce, a new e-commerce program. Impact eCommerce is the solution to the challenge Orgill faces serving dealers of different brands, sizes and markets selling different assortments and running different POS systems.
Orgill needed an e-commerce platform that could easily be configured, branded and upgraded for more features—and that easily integrated with many different providers.
“We’ve been chasing this idea of mass customization, data for everything and easy integration for the last decade here at Orgill,” says Grant Morrow, director of e-commerce at Orgill.
Orgill recognized the need to guide dealers along a journey, offering different solutions to match their diverse needs and comfort levels—but designed in a way that dealers could easily upgrade their websites over time after joining the program.
What does this mean? Orgill now offers a range of e-commerce solutions operating on a unified platform, empowering dealers to choose the complexity and budget that best suits them.
The program’s main goal is to support the dealers’ progression toward increasingly advanced e-commerce solutions tailored to their customers. After dealers transition to the platform, when they are ready to add transactional e-commerce or POS integration, the process can be executed without the need for a complete website overhaul.
According to Morrow, the impact of Impact eCommerce is a combination of three components:
• Mass customizing and producing hundreds of websites—and integrating them into varied technologies and POS providers.
• Leveraging Orgill’s investments in product data from Orgill’s Industry PIM, a database of 1.3 million items, including products outside what Orgill stocks in its distribution centers.
• Providing dealers full access to the creative resources available from Orgill’s brand building and Tyndale Advisors marketing teams.
Orgill operates Central Network Retail Group (CNRG), a wholly owned subsidiary with 145 stores across 18 brands, as its retail lab—where it tests and refines programs in a live retail environment to understand pain points and continually improve.
CNRG tested Impact eCommerce at its Elliot’s Hardware brand, a chain of five stores in the Dallas market. Elliott’s launched the new Impact eCommerce site in February 2023 and has since ramped up its e-commerce and marketing efforts, offering a shoppable website and order pickup.
“We were excited to test the new solution at Elliott’s Hardware,” says John Sieggreen, executive vice president of retail at Orgill and president of CNRG. “I was especially pleased to see how easily orders flow into Epicor Eagle.”
NHPA’s Retail Management Certification Program is built for owners, managers and key employees in the independent home improvement industry, with a focus on training to grow store sales and profits. Follow in the footsteps of more than 300 retailers who have graduated from the program. Students on average have earned more than 5X the return on tuition paid after implementing their student projects and putting what they have learned into practice!
NHPA
Application Deadline: June 1, 2024 Scott
These companies have advocated for independent retailers by supporting the program.
See the upcoming industry events where you can engage in product discovery and network with fellow retailers at YourNHPA.org/cal
Schrock Lumber Co., a 60-year-old family-owned hardware, lumber and building materials retailer, has been purchased by R.P. Lumber Co., growing its foothold in Iowa.
The intent to merge, which received unanimous approval from both companies, brings together two industry leaders with a shared commitment to support the growth and success of the independent entrepreneur.
“We believe deeply in the power of the co-op model. It’s about partnership, mutual growth and shared success. United Hardware joining us is not just a merger. It’s a declaration of our belief in this model, a belief in partnering with our members to compete and win.” —Dan Starr, Do it Best president and CEO
Wayne Walls has been selected as the new vice president of operations in charge of warehousing and transportation for House-Hasson’s 450,000-square-foot Knoxville operation.
The farm supply store chain has released its 2023 annual report, which shows the farm, pet and ranch retailer saw net sales increase 2.5% over 2022 to $14.56 billion.
To read these news stories and other news, visit hardwareretailing.com/industry-news
Registration for the 2024 Independent Home Improvement Conference is now open!
Lock in your spot and save $350 with our early bird special. Register at ihiconference.org
The 2024 Independent Home Improvement Conference, taking place Aug. 27-29 at the JW Marriott Marco Island Beach Resort in Marco Island, Florida, will bring together the esteemed legacies of the North American Hardware and Paint Association (NHPA) and The Hardware Conference. Attendees will be treated to three days packed with unparalleled networking opportunities, prestigious industry award ceremonies and cutting-edge educational sessions.
From an education and training standpoint, the Independent Home Improvement Conference will focus on delivering attendees actionable ideas and content they can take back to their operations and drive improvements.
The educational theme for the 2024 event is Retail Operations and Innovation (ROI), and in addition to high-energy keynote speakers and panel discussions with industry leaders, there will also be separate breakout sessions for more intimate educational opportunities.
But it’s not just about business—enjoy the beautiful beachfront property, pools, golf and all that Marco Island has to offer in between conference events. Whether you’re lounging by the pool or exploring the local attractions, there’s something for everyone.
Special, early-bird registration pricing is available until May 1. Register now at ihiconference.org.
NHPA Top Guns are chosen for their commitment to and passion for the independent home improvement channel. They are pillars of innovation and have helped grow their businesses through strategic leadership with consideration for their communities and their teams.
NHPA’s Young Retailer of the Year program, now in its 28th year, identifies and recognizes the successes and accomplishments of young home improvement retailers who represent the future of retail.
The Hardware Connection’s Beacon Awards highlight retailers making an impact in the independent channel. The Best New Store Award goes to operations with a new store that spotlights how the channel is best-serving customers, while the Retail Beacon Award honors distinguished retailers who have a long track record of success.
April
*Events
To add your event to the industry calendar, send an email to editorial@YourNHPA.org
Northwest Farm & Home Supply Co.
Location: Lemmon, SD
Gross Revenue: $3.21 million
The main building is a total 27,213 sq. ft. of retail and warehouse space on 4 acres. The main bldg. was constructed in 1994 with additions constructed in 2002 and 2004. Single story with 22’ clear height in 11,459 sq. ft. of lumber warehouse, three grade level doors and two dock height doors.
Hoosick True Value
Location: Hoosick Falls, NY
Gross Revenue: $1.26 million
Price: $1.875 million
This opportunity offers a turnkey sale of a general hardware business located in northeastern Rensselaer Co., New York. The business serves five towns and southwestern Bennington Co., Vermont, and 25 miles east of Troy, New York.
For our next acquisition, we are looking for:
• Single-store and multi-store hardware operations
• Located in northeast and southeast United States
• Store size of 5,000-30,000 ft 2
• At least $3 million in average store sales
Location: Missouri
Gross Revenue: $1.04 million
This historic home improvement and hardware store is a staple of its community and operates from its headquarters in the Kansas City Metropolitan Area of Missouri. The Company is a long-standing retailer and installer of consumer and commercial improvement products.
Location: Allentown, PA
Gross Revenue: $1.9 million
Price: $1 million
Albrights Hardware is an established hardware store with strong neighborhood ties and has been a Lehigh Valley staple for over 50 years. The current owners have owned the store since 1992. Albrights serves its loyal customer base by providing quality products and exceptional customer service.
We are looking for:
• Geography agnostic
• With or without real estate
• Store revenues of $1.5M+
• We prefer to honor the family name and heritage in the local community by not changing the name
• We prefer to keep all employees as part of the acquisition
Central Vermont Paint, Flooring and Decorating Business
Location: Vermont
Gross Revenue: $2.82 million
Price: $1.1 million
Full-service decorating store providing flooring, paint, window treatments, kitchen/bathroom remodeling, cabinetry product offerings, design assistance, specialized service, and professional installation.
Private Business
Location: Alabama
Gross Revenue: $2.21 million
Price: $649,000
Private Business
Location: Pennsylvania
Gross Revenue: $1.6 million
Gold Beach Lumber Yard
We are looking for:
• Single-store and multi-store hardware operations
• Located in the Pacific Northwest
• Store size of 5,000 ft2-30,000 ft2
To see full listings, visit YourNHPA.org/marketplace or email marketplace@yournhpa.org
ASSOCIATION
Become an Industry Beacon
Want to learn more about how to become an ambassador? Reach out to Renee Changnon at rchangnon@YourNHPA.org LAST
What is your proudest moment as part of the independent channel?
My proudest moment was being named an NHPA Young Retailer of the Year honoree in 2016 and then getting to see our very own Austin Diehl receive the same award in 2023.
What is your favorite part of your job?
I enjoy the challenging aspects of opening new stores. I love all the timeline crunches and quick decisions that have to be made, as well as the end result.
What do you do for fun when you’re not working? When I’m not working I like to spend time with my wife and kids, do a little wood carving, collect knives and fountain pens and volunteer.
What kind of music do you like to play in the store?
We play Do it Best Radio in the store with a mixture of country, classic rock and new pop hits.
Why did you agree to become an NHPA Ambassador?
I agreed to become an ambassador for NHPA because the association has played a large role in my professional development, and I wanted to give back to the industry. Specifically, NHPA’s Retail Management Certification Program was a pivotal course in my own career.
What is the best piece of professional advice you’ve ever been given?
The best piece of professional advice I’ve been given is to hire people who are smarter than you and then get out of their way.
CHRISTIAN HERRICK Chief Executive Officer
Randy’s Hardware Timberville, Virginia
When you were a kid, what did you want to be when you grew up?
When I was very young I wanted to be a microbiologist just like my dad.
How do you stay involved in the community?
I stay involved in the community by serving on our local educational foundation’s board of directors and my local bank’s advisory board. I’m also sometimes a soccer coach or T-ball coach, depending on the whims of my children.
The North American Hardware and Paint Association (NHPA) Ambassador Program brings together a small group of NHPA members from across the industry who are passionate about the independent home improvement channel and have a deep involvement with the association. NHPA Ambassadors help connect their retailer networks to NHPA, encouraging retailers to become more involved with the association’s offerings, like online training, consulting, college-level courses and more.
Backed by outstanding vendors, Orgill’s Smart Start program can improve your categories by quickly & easily switching out product lines to give your salesfloor the kick-start it needs.
• Reinvest dated & obsolete inventory
• Quickly & smoothly convert to Orgill-supported brands
• Manage inventory with warehouse-direct vendor purchases
• Freshen up merchandise & implement the industry’s most innovative POP materials
Ask your Orgill Sales Rep about Smart Start or email retailprogram@orgill.com to learn
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