COMPETITIVE Intelligence By Carla Waldemar
Coolest store in the USA
MICHIGAN RETAILER Gemmen’s Home & Hardware has become ingrained in its community through such ventures as an on-site car show.
l Gemmen might be a little surprised—and maybe more than a little startled—had he lived to learn that the store he founded in Hudsonville, Mi., in 1955 would, 65 year later, be named one of the “coolest” in Ace Hardware Corp.’s vast family. Al died 12 years ago, after ceding ownership to his son, Larry, and his partner. Today Larry’s son, Andrew, serves as head of the outfit, which has morphed from Al’s sole employee manning a 5,000-sq. ft. space to a staff of 55 operating in 42,000 sq. ft. on the original site. Andrew’s honorary title: CEO of Cool. Was it the addition of Carhartt clothing? Red Wing boots? Local artisans’ giftware? Mother’s and
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Father’s Day events? The annual visit from Santa? Or maybe the uberpopular new toy department, which has become a destination? All of the above, and more on them later. Let’s first check out how Gemmen’s has kept spirits up, for customers and staff alike, during the covid pandemic. Sure, sneeze guards and stringent cleaning policies. But beyond that, “serving an important role as a social outlet. Never before,” notes Andrew, “has the American consumer had so much time on their hands—no kids’ ball games, no band concerts, no choir practice. Folks were virtually imprisoned, so they focused on their homes—which made us an important outlet. I’d hear, ‘My trip to Gemmen’s is the only thing I get to do’—so we
were selling more than hardware; our role quickly changed to maintaining customers’ sanity. “For the company, our biggest takeaway is that our team became closer and tighter than ever before—as in a ‘We made it through something, and did it together’ bonding. From a business perspective, it caused us to define and cement our lines, from Benjamin Moore to Scott’s. Cool, for sure. But, chances are, the award judges looked at Gemmen’s new toy department, an icon for that description. “It’s the result of extra space,” Andrew acknowledges. “Spring always is our best business season—strong L & G, patios, grills. But by summer, there’s a void. We added Carharrt, Red Wing boots and other apparel, but there was still a void—so, we tried toys. “We’d always carried some at Christmas, but this went well beyond. In selecting them, we had two caveats: no batteries, and no computerized screens. Instead, we offered nostalgic items—things parents used to play with—Lincoln logs, puzzles, Playmobiles—as a big part of what we brought in: an eclectic mix, but of the learning type.” And it’s earning its floor space, all right: “It’s bringing in customers from far and wide who love to shop here. “A lot of what we do,” Andrew explains, “is driven by the fact that we like to have fun! So much of our daily lives goes on within the building that we need to have fun doing it; you can only get so much enjoyment out of selling another can of paint.” Gemmen’s also supports local artisans by offering their wares. “We are a small business, so we respect others who need visibility and
July 2021
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