Independent Stores Step Up To Competition

In the midst of rising competitive pressure from the likes of Home Depot and Lowe's, independent hardware stores in the Southeast have devised creative strategies to rival the big boxes' massive marketing efforts and purchasing power. Some smaller stores are prospering by catering to those who want to shop closer to their home, and prefer a higher standard of service many believe is tough to come by in the large chains.

To do this, some locally-owned stores are offering unique products and services not normally sold in the larger stores, and are relying more heavily on their purchasing co-ops. When Home Depot in Jacksonville, Fl., near the Ace Hardware store owned by Mike Turner, sales tumbled until Turner added on to the store. Half of his 50,000-sq. ft. spread features home d6cor and outdoor living. Just like at Turner's store in Ponte Vedra Beach. Fl.. the focus is now on "fun stuff," which includes a full-service floral shop, custom-made barbeque grills that cost up to $10,000, patio furniture, Thomas Kincade paintings, and collectibles. lou[F[s ln aneas

Other stores have found their niches. An Old Time Hardware Store, Springfield, Ga., offers rare hardware for renovating and repairing historical homes. On a recent SaturdaY, customers lined up asking questions such as, "How do I fix a leaky faucet?"

Pasco Commercial & Residential Hardware, Springfield, Fl., and Paschal Bros. Hardware Co., Jacksonville, now cater more to commercial clients.

Owners of these smaller hardware stores have realized they are now the places customers come to primarily for smaller items, whereas Lowe's and Home Depot attract the big-ticket proiects. "We're the 7-Elevens or Walgreens of the industry," said Jacksonville store owner Steve Turner.

In response to feeling like customers and employees were not being treated fairly at Home DePot and Lowe's, five former employees recently quit and are now running four Smith Ace Hardware stores in Atlanta, Ga. They said as both chains grew, they transformed into places where expense control and stock prices took precedence over service.

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Smith Ace plans on opening uP to 16 more stores mostly in Atlanta where there is a ready and untaPPed market for smaller stores. "The best place to put an Ace Hardware store," said Greg Baldwin, a partner in Ace, "is right in the parking lot of a Home Depot."

Owner Takes To High Seas

Miller's Do it Best, Winter Park, Fl., recently sponsored and volunteered for a 112-mile paddleboat ocean crossing competition from Havana, Cuba, to Key West, Fl., to help raise awareness for the Millennium Woman Foundation.

Owner Steve Miller's contributions included donating $1,000, acting as an on-board volunteer to ensure that the paddlers were fed and safe, monitoring weather conditions, and donating flashlights, rope, flashing straps and safety goggles for the competitors.

The event was sanctioned bY the Guinness Book of World Records to raise awareness for the organization dedicated to empowering women through scholarships and grants.

Miller wanted to help make a positive impact for women in a memorable way, since his store's slogan is "The Women's Hardware Store."