IDEA File

Filling tNre Void

When the local hardware store in Wilton, Ct., closed last October, the city's sole remaining buiding supplier saw an opportunity to fill the gap.

Founded in 1902, Ring's End Lumber has traditionally served builders and architects throughout Connecticut. But after Keeler's True Value Hardware closed, the Wilton branch of Ring's End decided to let locals know that its neighborhood location offers more than just lumber and tools.

"When we opened here in 2005, there were two hardware stores within a mile of here. Now there's none," says general manager Mike Burkhart. The chain, which has its headquarters and flagship store in Darien, Ct., has a total of l0 retail locations in the state, plus a millwork division, an educational center, an estimating and design office, and a distribution center.

"We're trying to listen every day, to see what people are asking for. We'd like to get more seasonal things out there. In winter, have ice melt or wood brick fuel, and more consumer-friendly type things," he continues. "For instance, we just brought in bird seed-I don't think a lot of other lumber businesses stock bird seed. We started cutting keys, we started selling chains, water softener. salt, which we never had before, but a lot of people in Wilton have wells."

The store has also expanded its electrical aisle and is changing its overall look, to make it more consumerfriendly. "We're raising aisle shelving l8 inches so we can bring in more stuff," says Burkhart. "The shelves were low for an open feel, but we think it's important to get more inventory in here to meet the needs of people in town."

The store's layout is also being tweaked, to make homeowners feel more comfortable shopping there. "It's intimidating for a homeowner is to see power tools as the first thing," says assistant merchandise manager Corey Bates, who came to Ring's End after Keeler's closed. "We're going to change so lawn and garden is in the front of the store."

The store's merchandise manager, Christopher Quintal, says that he tries to do whatever he can to make consumers-not just builders and architectshappy.

"Especially the last couple of years, as the housing economy has not been doing so well, that's become more of a focus of ours," he says. "It's helped us to stay profitable and continue to grow."

Burkhart agrees. "The biggest thing has been listening to our customers, learning what people are asking for outside of the normal realm of a lumberyard," he says. "We're keeping a running list of things that customers ask for. If we don't stock it, we'll add it to the list to get it in. This is an evolving thing that we've taken on, and we want as best as we can to help meet the needs of homeowners."

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