Gleaning up with green paint

TTtgn NEw NoRI rtel looks to be a mix of fewer home sales, but more remodelling and redecorating. Meanwhile, all indications are that green products and materials continue to enjoy strong demand. And if customers are more discerning when evaluating socalled "green" purchases, they're also looking for more local solutions, or at least made in the U.S.A. To me, these conditions paint a clear picture about how to change with the times and boost sales in the second half of the year. Yep, I'm talking about paint.

Let's assume every LBM dealer sells paint and other brush-on coatings. By now, every dealer should have at least one low-VOC offering. Nearly every major manufacturer offers at least one line, so there's really no excuse. But making the minimum effort with one line of marginally "green" paint is leaving money on the table. The industry has matured and there are lots of good options available. Now that economic conditions are encouraging more sprucing up, it's also time to spruce up your paint department.

In addition to directly contributing to the top line, a strong paint department can bring in new customers and boost sales in other product categories, too. Therefore, evaluating and refreshing a strategically important category like this deserves an appropriate level of understanding and commitment. And every case is unique. So, there's much more to say about this topic than I can squeeze into the remaining space of this column.

But with that caveat, there are two things to look at when improving this category: mix and merchandising. The product mix should have a strong anchor brand that will bring in customers and deliver credibility. While national manufacturers may have a quality low or no-VOC line and a suite of economic incentives to close the deal. it might be more beneficial to bring in a strong "green-only" brand, either instead or in addition. Brands such as Yolo, AFM Safecoat, and Mythic have steadily built up big reputations with both health-conscious and sustainability-minded homeowners and professionals.

With an anchor established, fill in with niche products. With growing demand for non-toxic, all-natural products, adding a natural or clay paint line could make sense. Earth Paint or Ecos Paint might be good options. And for protecting the natural look of wood, whether walls, floors or exteriors, there are natural options, too. Vermont Natural Coatings, made with poly whey, and Rubio Monocoat, made with flax, are two worthy options, as is Penofin Verde, made from rosewood oil. There are more options out there, including ones from small local manufacturers that might be just the thing for the "locavores" in the community.

As with any good mix of new products, effectively merchandising them is essential. If you're bringing in a new product line, work with the manufacturer to help with promotional pricing, advertising, and an in-store event. Just as important, make sure all your staff is fully briefed with relevant product knowledge.

Communications strategy is also important. Make sure advertising and promotional messages are aligned with current remodelling and redecorating trends: accentuate healthy living, comfortable home environments, and natural aesthetics. Point out that "green" paints deliver added benefits, such as having low or no odors, which should be important for the pro customer, too. In the store, create hang tags, signage and end-cap displays that get people thinking.

And finally, don't miss obvious cross-selling opportunities. For example, put natural paints together with non-toxic putty, reusable drop cloths, and recycled paint trays.

JaY TomPt Managing Partner William Verde & Associates (415) 321-0848

Lumberjacks Kick Off Latest New Jersey Yard

Kuiken Brothers celebrated the opening of its ninth location, in Succasunna, N.J., with performances by the Timberworks Lumberjack Show, a 10-man troupe that demonstrates logging skills such as poleclimbing, axe-throwing, log-rolling, and sawing.

"We are celebrating New Jersey's nearly forgotten logging heritage by bringing in one of the top lumberjack shows in the world," said president Douglas Kuiken.

Between each 45-minute show, visitors were invited to explore the new, l2-acre facility, which includes a window-and-door showroom, an on-site window assembly shop, and a Benjamin Moore paint center.

Founded in 1912, the company has