FEBRUARY 2022 Volume 48 No. 2
The
Decking Issue
The significance of the outdoor living experience continues to grow.
Envision Outdoor Living Products’ Distinction Collection decking.
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02/22
HBSDEALER HARDWARE + BUILDING SUPPLY
INDEPENDENT PROFILE
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‘Hardware man’ celebrates half a century
MARKET INSIGHTS
16
Top Women Interview Series: Christi Powell of 84 Lumber
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Hardware, meet e-commerce
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Movement on the U.S.-Canada softwood lumber impasse.
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16
Crystal Rail by Regal Ideas.
COVER STORY
18 Expanding the great outdoors Today’s versatile deck projects accentuate the living experience.
30
Sales get an assist from technology
FROM THE EDITOR
NEWS & ANALYSIS
IN EVERY ISSUE
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Ted Decker, a big fan of pro loyalty
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Tractor Supply rolls
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Main Street USA
with Greenworks
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TAL Holdings new yard Vax controversy shifts to the border
Stat of the Month Product Knowledge People in the news Quikrete Industry Dashboard
14 Hardware + Building Supply Dealer (ISSN 2376-5852) is published monthly, except for July/August and November/December, which are double issues, by EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631. Subscription rate in the United States: $110 one year; $200 two year; $14 single issue copy; Canada and Mexico: $130 one year; $235 two year; $16 single issue copy; Foreign: $150 one year; $285 two year; $16 single issue copy; in all other countries (air mail only). Digital Subscription: $75 one year; $140 two year. Periodical postage paid at Chicago, IL., and additional mailing offices. POSTMASTER: Please send address changes to HBSD, Circulation Fulfillment Director, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631. Copyright © 2022 by EnsembleIQ. All rights reserved.
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Wednesday
Thursday
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Quikrete Industry Dashboard
HBSDealer Poll Question
Stat of the Week
Throwback Thursday
Eye on Retail
The votes continue to pile up Every week at HBSDealer.com: A new poll, and new results. For instance:
Q
What are your expectations for sales growth in 2022? Down
8% Flat
Up more than 10%
18%
19% 26% Up 5% to 10% Up 0% to 5%
28%
Source: HBSDealer poll question 1/7/2022 (n= 202)
Connect with us @HBSDealer
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Poll questions and results appear every week at HBSDealer.com.
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From the Editor
HBSDEALER HARDWARE + BUILDING SUPPLY
Main Street USA
Hardware + Building Supply Dealer An EnsembleIQ Publication 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631 hbsdealer.com HBSDealer On The Web • HBSDealer Info Services
AND THE BEST HARDWARE STORE BY A DAM SITE. “Main Street is the climax of civilization,” wrote Sinclair Lewis, the first American to win the Nobel Prize for Literature. “That this Ford car might stand in front of the Bon Ton Store, Hannibal invaded Rome and Erasmus wrote in Oxford cloisters.” That’s laying it on a little thick. But there’s no doubt that a thriving downtown is more than just an admirable economic ecosystem. It’s a cherished American way of life. When the Independent We Stand organization declared Hudson, Mass., the $25,000 winner of the latest America’s Main Streets “Road to Recovery” contest, we went looking for a hardware store in downtown Hudson. And, of course, we found one: Robinsons Hardware. Along with a speakeasy and “micro creamery” ice cream shop, Robinsons plays an important role in giving the town its award-winning vibe. “We’ve got a good core group of business leaders downtown that have really worked hard to improve the Main Street area,” said Kim Underwood, Robinsons owner. A few other facts about Robinsons: The store dates back to 1874, and today occupies what was once a small W.T. Grant’s building, into which Robinsons moved in 1974. Robinsons has a dramatic slogan: “Best hardware store by a dam site.” And that’s no exaggeration. The store is situated in sight of a dam on the Assabet River, which runs through Hudson. Bonus fact: Sounds fictional, but it’s true. The other Robinsons store in Framingham, Mass., is also near a dam site. The Underwood family has been running the store since 1963. Robinsons does a big business in rental, and is known for servicing tractors, snow blowers, lawn mowers, and other equipment. A nearby Lowe’s provides formida-
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Ken Clark Editor in Chief ble competition. “It’s a battle, for darn sure,” Underwood said. “Customer service is the name of the game. And we seem to do that pretty well.” This column’s official take; keep up the good work. As part of its ongoing mission to promote small businesses, Independent We Stand created the America’s Main Streets program to highlight the critical role played by Main Streets in American life, including America’s economic life.
SENIOR VICE PRESIDENT (HBSDealer, Drug Store News, Chain Store Age) John Kenlon, jkenlon@ensembleiq.com, 212-756-5238 EDITOR IN CHIEF Ken Clark kclark@ensembleiq.com, 212-756-5139 LBM EDITOR Andy Carlo acarlo@ensembleiq.com, 845-891-5108 HARDWARE EDITOR Tim Burke tburke@ensembleiq.com, 773-216-7880 Editorial Inquiries: Direct questions to Editor in Chief Ken Clark. ADVERTISING SALES
Midwest & Southeastern States ASSOCIATE PUBLISHER Amy Platter Grant agrant@ensembleiq.com, 773-294-8598 Northeast and Great Lakes States REGIONAL MANAGER Greg Cole gcole@ensembleiq.com, 317-775-2206 AUDIENCE
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Robinsons Hardware: "Best hardware store by a dam site."
The challenges are real: Labor shortage, the mall, the billion-dollar profit machines in orange and blue, the pandemic. Not every Main Street is attached to an award-winning, vibrant downtown to drive those threats off. But according to Bill Brunelle, co-founder of Independent We Stand, local independents are embracing the challenges. He pointed to stats that show 4.4 million new businesses were created in 2020 alone. Despite it all, independents are giving customers reasons to shop “Their continued success is due to their grit and determination and the support of American shoppers, who see the value of supporting their local independents," he said. "Their support was more evident than ever during the pandemic.”
Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
PRODEALER INDUSTRY SUMMIT MARCH 29-APRIL 2, 2022, WASHINGTON, D.C. WWW.PRODEALER.COM IN PARTNERSHIP WITH THE NLBMDA, WWW.DEALER.ORG CONTACT: AMY PLATTER GRANT agrant@ensembleiq.com, PDIS DIRECTOR OF SPONSORSHIPS PERMISSIONS: NO PART OF THIS PUBLICATION MAY BE REPRODUCED OR TRANSMITTED IN ANY FORM OR BY ANY MEANS, ELECTRONIC OR MECHANICAL, INCLUDING PHOTOCOPY, RECORDING, OR INFORMATION STORAGE AND RETRIEVAL SYSTEM, WITHOUT PERMISSION IN WRITING FROM THE PUBLISHER. FOR REPRINTS, PERMISSIONS AND LICENSING, PLEASE CONTACT WRIGHT’S MEDIA AT ENSEMBLEIQ@WRIGHTSMEDIA.COM OR (877) 652-5295.
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News + Analysis
New Card, New CEO Back before he was tapped as CEO, The Home Depot’s Ted Decker had high praise for the retailers’ Pro Xtra Loyalty Program. As the chief operating officer. During the second quarter earnings call, Decker said the home improvement giant was “thrilled with the membership takeup in engagement” of the program. Among other things, Pro Xtra provides purchase tracking and volume pricing, and access to the Home Depot B2B Pro online experience. At the same time, the then COO was further encouraged by the company’s overall momentum with the pro customer. “Growth with our larger Pros continues to outpace that of our smaller Pros,” Decker said. “And they tell us that their backlogs are long and growing.” Fast forward to January 2022, and both
Decker, above, and the new credit card.
Decker and the Pro Xtra plan have earned promotions. Decker to CEO (effective March 1), and the Pro Xtra program to a new level through the Pro Xtra Credit Card. The card can be linked with a Home Depot Pro Xtra loyalty program to earn registered users Pro Xtra Perks four times faster on card purchases. Pro Xtra is The Home Depot’s loyalty program which offers members-only benefits like volume pricing, exclusive product offers, paint rewards, perks, and more. To sweeten the deal, Pro Xtra members receive an offer to save up to $100 off of their next qualifying purchase.
Tractor Supply Co. rolls with Greenworks Tractor Supply is the new home of the Greenworks Pro 60V. It’s move is in line with the 2,000-store retailer’s effort to bolster its reputation as an outdoor-power-equipment destination. The company already describes itself as the “Zero Turn Headquarters,” based on its offering of maneuverable power equipment. Now, the Brentwood, Tenn.-based farm-and-ranch giant will also be the exclusive retailer of Greenworks Pro 60V. Included in the new platform are more than 75 battery-operated, profes-
sional-grade residential tools, including zero-turn, riding and push mowers, pressure washers, chainsaws, trimmers, leaf
blowers, snow blowers and more. It’s a move toward a more sustainable OPE offering, said Seth Estep, EVP and chief merchandising officer at Tractor Supply. “We have seen interest in battery-powered lawn and garden tools grow at an exponential rate, making this partnership an important step in fulfilling those expectations, both with zero turns and all of our outdoor power equipment,” Estep said. Greenworks batteries can power a twoacre mow with a single charge on the 42” zero-turn mower, the company said.
STAT OF THE MONTH
The median existing single-family home price at the end of 2021 was $364,300, up 16.1% from the beginning of the year. Source: National Association of Realtors
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STANDING UP FOR YOUR BUSINESS JOIN TODAY at dealer.org
ONE INDUSTRY. ONE VOICE. What our members say. “I truly believe we have the best representation for our industry on Capitol Hill and in the executive administration through the efforts of the NLBMDA’s advocacy. The benefits to my company have been numerous and far outsize the reasonable investment we are asked to make as a member of our industry’s only recognized voice in Washington DC.” Rick Lierz, CEO - Franklin Building Supply “NLBMDA has been a fantastic advocate over the past year at a time when legislation and executive orders around higher taxes, government regulations, and mandates all threaten the health and well-being of the building productions distribution industry. I am honored to be able to partner with them as we work with government officials now and in the coming years to strengthen our nation and our industry.” Steve Swinney, CEO - Kodiak Building Partners “NLBMDA pushed hard and was successful in making sure our industry was deemed essential while this fear of COVID was pushed across the country. They proved to Congress that the housing market drives our economy and how shutting down our industry would be devastating to it. The NLBMDA has done an amazing job of getting information out to all industry partners during this unusual time. I thank the staff for all their hard work and commitment on behalf of our company.” Brett Hanson, Owner - Tri State Building Center
Join today and mention this ad to receive complimentary passes to the 2022 ProDealer Industry Summit. Scan this QR Code dealer.org | membersupport@dealer.org | 202.367.1169 dealer.org | membersupport@dealer.org | 202.367.1169 to learn more!
News + Analysis
Acquisition accented with military history Bayview Building Materials of Elma (Wash.), a business co-founded by a Congressional Medal of Honor recipient, is under new ownership. TAL Holdings is taking on Bayview as part of the TAL family of brands. Bayview Lumber Company was founded in Elma in 1964 by Robert E. Bush and Vic Druzianich. Bush is a Congressional Medal of Honor recipient, recognized for his heroic actions during the Battle of Okinawa during WWII. Vancouver, Wash.-based, TAL Holdings operates 15 locations under seven
Product Knowledge Product: True Residential 15” Clear Ice Machine Manufacturer: True Manufacturing of O‘Fallon, Mo. Knowledge: Utilizing a cost-effective and climate-friendly natural hydrocarbon refrigerant, the design can produce an industry-leading 85 lbs. of ice per day (storage capacity of 28 lbs.), while using less energy and less water than previous versions. Comes in a variety of colors. Stands about 35 inches high. Fun fact: True Manufacturing got its big break in the 1940s when a homemade refrigerator in a St. Louis bar caught the eye of a traveling 7 Up salesman. 7 Up ordered its first wave of True Roll Top Bottle Coolers in 1948.
operating brands; now make that eight. Bayview has a 12,000 square foot retail showroom and a three acre lumber yard. It offers a complete hardware store, large lawn and garden facility, and rental center, in addition to a full assortment of lumber and building materials. Rick Jensen became a Bayview co-owner in 2003. “Our goal has been to provide our valued customers unsurpassed value, selection and service,” Jensen said. “We see these same core values at TAL. We look forward to joining forces with TAL to continue our growth.”
Vax controversy shifts to the border Just when you might have thought it was safe to move on from vaccine mandates, a new front is opened — at the border crossings. The National Lumber and Building Material Dealers Association (NLBMDA) announced that it has sent NLBMDA: Keep the trucks coming. a letter to the Department of Homeland Security (DHS) urging the agency to reverse its COVID-19 vaccination mandate for “essential” travelers coming into the United States. The letter states: NLBMDA writes today to express urgent concern regarding the Department of Homeland Security’s (DHS) forthcoming mandate which will require that all inbound foreign national travelers crossing any U.S. land or ferry port of entry (POE) to be fully vaccinated for COVID-19 and provide related proof of vaccination by January 22, 2022. This misguided rule by the Administration, separate from the Emergency Temporary Standard (ETS) promulgated by the Occupational Safety and Health Administration (OSHA), threatens to cripple international commerce between the U.S. and its North American trade partners and exasperate the ongoing supply chain crisis plaguing the U.S. economy. According to the Canadian Trucking Alliance, an estimated 12,00016,000 cross-border commercial truck drivers could be prohibited from entering the U.S. under the new mandate. The NLBMDA says the lobbying effort continues. For the latest, visit HBSDealer.com.
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Independent Profile Paul LaRoche with his Assistant Manager Brenda Warning. LaRoche on his five decades: “It’s a people business and I’ve grown from being able to help people.”
‘Hardware man’ celebrates 50 years PAUL L AROCHE IS HONORED FOR FIVE DECADES OF E XEMPL ARY SERVICE AT LIBERT Y VILLE ACE HARDWARE By Tim Burke
O
n January 14, 1972, 17-year-old Paul LaRoche put on his Ace Hardware red vest and walked through the doors of the Ace store in Libertyville, Illinois, for the first time. Fast forward today and LaRoche, who still proudly wears the signature attire, and manages the store, was recently honored for his milestone 50th anniversary at Ace. “It was such a special day for me being surrounded by so many friends and family,” said LaRoche. “It just doesn’t seem possible for a young kid from Chicago to move to Libertyville and work at Ace Hardware for 50 years. “I enjoy helping others and I didn’t realize that I have touch the lives of so many people. I am so proud to be a part of Ace as the ‘helpful hardware man’.” The Laskowski family, owners of the Libertyville Ace, celebrated LaRoche’s half-century mark by presenting him with a ceremonial golden hammer, provided by Estwing. LaRoche reflected: “I was lucky to start out working for the Hesse’s — the family who founded Ace Hardware in 1924 — and they took me in like a son.” They showed him the ropes, believed in him, and encouraged him every step of the way. “When Paul gets involved in something, he dives in and takes it to the next level,” said Debbie Laskowski, co-owner. “We feel so fortunate that he is a part of our extended Ace family and are thrilled to be able to honor him for his achievements.” For 36 years, LaRoche has worked side by side with his Assistant Manager Brenda Warning. “Paul has been a fixture in the community for 50 years. He is truly the face of our Ace Hardware, and I couldn’t be prouder to work
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with him,” said Warning. “There isn’t a day that goes by where a customer isn’t asking about Paul or looking for him to ask him a question. He truly has made an impact in my life, and in the lives of so many people who have walked through our doors,” said Warning. LaRoche recalled the past: “Ace conventions were phenomenal. I have a lot of great memories meeting people in the industry who were mentors, and I learned a lot from them. I went to every convention since 1976.” And he shared a fun memory: “Back in the day, we made a TV commercial at the Libertyville Ace store. I had the opportunity to work with Ace celebrity spokespeople including Lou Fant and Suzanne Somers.” LaRoche has been married for 45 years to his wife Mary and has two children — son Nick and daughter Teri — plus four grandchildren, Austin, Blair, Tyler and Harper. He enjoys golf, traveling, motorcycling, boating and spending time with his grandchildren. LaRoche still enjoys working and said he plans to stay on as manager of the Libertyville Ace Hardware. Reflecting on his five-decade career at Libertyville, Ill. Ace Hardware, LaRoche said: “The reason I love the hardware business and stayed in so long is every day is a different day.”
Paul LaRoche celebrates 50 years.
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Powell, with colleague Garrett Feldkamp, embraces creativity on the job site.
84 Lumber’s WMBE Champion HELPING WOMEN AND MINORITIES ACHIE VE … HOW COOL IS THAT? By Ken Clark
C
hristi Powell receives anywhere from 5 to 20 phone calls a week inviting her to speak, share her story, or provide observations on the construction business. Why is she so popular? Several reasons. As the Women & Minority Business Enterprise Market Manager for 84 Lumber, Powell has a front-row seat on the growth of a valued segment of the construction business. Diversity and inclusion have exploded as hot topics in boardrooms. And there’s always going to be passion in her presentation. “I walk into any meeting where I have the opportunity to share, and I begin by saying: ‘We are the largest privately held lumber yard in the United States, and we’re owned by a woman. How cool is that?’” she said. “That’s always my introduction to 84 Lumber.” In an interview with HBSDealer, Powell shared her passion for what she does every day. And she added some thoughtful takes on the role of women in the construction and building supply industry. She also elaborated on the leadership style of 84 Lumber owner Maggie Hardy Knox, calling her an amazing person as well as an amazing entrepreneur. “She really just lets people be who they are, and she loves her people dearly,” Powell said. “And that actually filters all the way down through the company.” Powell joined 84 Lumber in 2014 as a commercial and residential sales representative and has amassed 27 years of sales experience
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during her career. From project management to purchasing to estimating — “You name it, I did it,” she says. And for the past 18 months, Powell has taken on the role of Women & Minority Business Enterprise Market Manager, allowing her to follow her passion of pushing for diversity in construction — an industry that she strongly feels can attract and retain women. Her relatively new role allows Powell to help make a difference in a field where women in sales positions have traditionally been few and far between. “Helping women and minorities grow in the construction industry, what I’m doing now, is a passion for me.” The process of creating partnerships with builders began with sitting down with them, over coffee sometimes, and learning about their business needs and challenges. Then leveraging the strength of 84 Lumber to build solutions. Meanwhile, she is on a mission to advance the idea that women are built for many of the jobs in construction. Powell is a big believer in the idea that men have their natural strengths, and women have theirs. And the hashtag #bettertogether is a personal favorite of hers. “I really want to show that women are naturally good at all the things required to succeed,” she said. “We’re organizers. We’re detail-oriented. We work well with others. We’re compassionate with those at the job site. There’s a long list of jobs that we do in sales: purchasing, project management, estimating, window and door selection, you name it. And women are naturally really good at all of those things.” Add to that list: creativity and thoughtfulness. From finding creative solutions that might not be clear to a homeowner or developer, to reaching out to a customer and saying, for instance: “Hey, I saw you broke ground on that job today. You’re going to need windows in about six weeks, and we’ve got a five week lead time right now,” she said. “That’s the thoughtfulness part of it.” Her advice to women entering the business and rising up the ranks is straightforward: “Be consistent and work hard,” she said. “Show up every day. And you really have to be a lifelong learner if you really want to be successful at it.” As for important career moments in her own past, Powell points to the first time a builder presented her with a sheet of blueprints. Powell was able to quickly demonstrate a grasp of the concepts of interior and exterior perimeters, and accurately estimate dimensions. Decades later, she remembers the builder’s comment: “You’re going to be really good at this.” He was right. And there’s a lot more people like Powell who can make it. “I wasn’t aware that there were so many amazing women who are the best builders I’ve ever seen in my life,” she said. “And that discovery has been the coolest thing in my job.’
HBSDealer.com
Cover Feature
ENHANCING THE GREAT OUTDOORS Today’s versatile projects accentuate the outdoor living experience.
T
By Andy Carlo he demand for outdoor living was already going strong before the pandemic, but it’s hotter than ever as homeowners seek to expand their footprint, create sanctuary spaces, and enjoy more outdoor space to entertain. That demand will continue this year, according to Chase Moritz, director of marketing-decking at Envision Outdoor Living Products. “As outdoor living continues to thrive, homeowners are expecting more from their spaces, including many of the comforts they enjoy indoors,” Mortiz told HBSDealer. “For the deck, this means creating different areas for different activities, using multiple levels, or creating visual separations with picture framing or divider boards in different colors. Inlays also are popular for adding a unique touch.” The days of decks and patios that might be used to host a
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
BBQ once or twice a year are gone. Now, homeowners are seeking outdoor living areas where they can relax, watch their favorite shows, host a movie night with friends, play games, and truly live every day. “While much of what a post-pandemic world will look like long-term remains to be seen, one thing is clear — outdoor living space is more essential than ever,” says Leslie Adkins, vice president of marketing for Trex Company, the largest manufacturer of wood-alternative decking and railing. “No matter where or how we live, there is continued demand for flexible outdoor areas where people can safely gather, appreciate nature, or simply enjoy a change of scenery. As we continue to navigate and adjust to new ways of living in the coming year, outdoor spaces will play a key role HBSDealer.com
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and will become even more important and meaningful.” As interest in expanding the decking experience grows, so have the styles of decks being built today. It’s no longer a collection of boards on posts along with some railing. Today’s decks are taking on the appearance of outdoor living rooms and sunken dens. More luxury spaces are also taking shape near or on the water, according to Matthew Bruce, vice president of sales at MoistureShield. “Another trend that we are seeing for composite decking is cladding for exterior structures,” Bruce says. Fast-growing trends also include bolder design choices and additional, personalized features including wet bars, pools, spas, and customized storage solutions. These reflect homeowners’ desires to cultivate an outdoor space that brings the feel of vacation and resort-like amenities to their backyards, says Jase DeBoer, senior marketing manager of outdoor living at Deckorators. “Just as the insides of our homes have taken on new purposes, people are looking to their outdoor spaces to take on multiple purposes as well,” DeBoer notes. “Building on the already strong demand for personalized outdoor living spaces, it will be important for dealers to offer contractors and homeowners innovative products for these elevated outdoor spaces.” HBSDealer.com
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Cover Feature
Here’s a roundup of some of the latest in decking and railing products: MoistureShield Meridian capped composite decking features the new TruTexture Surface with a true wood-grain finish and reduced pattern repetition for a more natural look. Meridian is available in three premium colors: Citadel, a cool Atlantic gray with a subtle patina; Shoreside, a subtly variegated golden sandy blonde and Mariner, a timeless dark brown with rich undertones. Citadel and Shoreside offer proprietary CoolDeck technology, which reduces heat absorption by up to 35% compared to traditional capped composite boards in a similar color. MoistureShield.com
MoistureShield Cladding is a new cladding solution utilizing Vision and Meridian decking and color variety. Enhance facade’s architectural details while enjoying the benefits of a low maintenance material. With beautiful composite color options and textures that reflect the look of real hardwood, but have the performance of MoistureShield’s proprietary Solid Core manufacturing process. That means the composite exterior wall panels are built to fight damage from moisture, rot, insects and the elements — all with a sophisticated look. With 95% recycled content, MoistureShield Composite Cladding makes a positive environmental impact as well as a strong architectural statement. MoistureShield.com
The Trex Universal Fastener Installation Tool is an innovative handheld tool proven to reduce installation time for composite decking by up to 50%. Utilizing a nose cone to ensure the bit hits the fastener head, along with a unique drive angle, this tool allows the installer to fully actuate and tighten the fastener in one easy step and easily slide the next board into place. The lightweight tool also features a user-friendly rotatable handle and integrated bit holder. Trex.com
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
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INSECTICIDE
Cover Feature
Deckorators Voyage Decking in Sedona brings added warmth to any outdoor space The latest addition to the Deckorators Voyage line of mineral-based composite decking, Sedona is a warm brown tone suitable for a diverse array of outdoor projects. The on-trend, earth tone is inspired by the desert landscape and red-rock buttes of the Western U.S. 11 ¼” Voyage Step Treads, available in Tundra and Khaya, feature enhanced traction with treads capped with durable polymer technology to add safety and style to one of the most important features of any deck. Available in 12-foot lengths. Deckorators.com
The TimberTech AZEK Landmark Collection is now offered in French White Oak, which uses innovative technology to mimic the look of natural, reclaimed wood without harming the environment. With subtle shades of natural oak, warm gray and tannins, this sought-after trend of lighter colors for indoor flooring can now be enjoyed outdoors. Homeowners want products they feel good about from an environmental standpoint but don’t want to sacrifice beauty or design. The Landmark Collection is made entirely of synthetic material, unlike traditional composite decking, which uses wood particles. The result is a low-maintenance decking that is made from approximately 50% recycled material, stays cooler than competitors and offers unrivaled resistance to moisture, fading, scratching and staining. TimberTech.com
boards. The ExoDek QuickClips were specifically designed for Nova’s line of premium hardwood decking products like Ipe, Batu, Cumaru & Mahogany. Exceptionally easy to install, the new hidden fastener system was developed after years of scientific
Nova USA Wood Products, Inc. has introduced a new line of ExoDek QuickClip hidden fasteners that expand and contract with the natural swelling and shrinkage of hardwood and softwood decking products as well as PVC and composite deck
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
testing to specifically ensure that deck boards remain securely fastened through all four seasons and greatly reduce the possibility of inadequate or uneven spacing and loose, buckled and/or damaged boards. Designed with glass fiber reinforced Nylon (Polyamide 6/6), the new ExoDek QuickClip hidden deck fastener system is perfect for ensuring the long-term structural integrity of highend decking projects. With the ability to secure up to four to five rows of decking at a time and fit easily into grooved deck boards, the clips can also reduce installation times when compared to similar systems. NovaUSAWood.com
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A TOOL FOR STAND UP CREWS Pro Deck Builders say our latest innovation, the CAMO® ClipDRIVE™, is a game-changer. We agree. The ergonomic stand-up tool speeds up grooved decking installs with CAMO Universal Deck Clips, allowing builders to stand comfortably, while the weighted nose makes fast work of targeting screw heads. Help your customers experience better builds and tackle even more jobs by offering the best system for fastening grooved deck boards—the CAMO ClipDRIVE and Universal Deck Clips.
CAMOFASTENERS.COM
See CLIPDRIVE ™ in action
Cover Feature
Fiberon Paramount PVC decking is now available in two color collections. The Hearth Collection features unique, multi-tonal hues, and the Mantel Collection includes traditional, solid color options. New this year to the Paramount Mantel Collection is Clay, an on-trend shade of brown that provides a warm, versatile look. FiberonDecking.com
Fortress Building Products has extended its railing solution to commercial building professionals with the Al¹³ PLUS aluminum railing system. Al¹³ PLUS, the railing system formerly known as Al¹³, features code-driven enhancements and an innovative bracket system that addresses common challenges on large-scale commercial projects. Al¹³ PLUS joins Fortress Building Products’ current residential aluminum railing offering, Al¹³ HOME. FortressBP.com
Regal Ideas says becoming one with nature and your surroundings is becoming more and more of a trend. The minimalistic look is offered through Crystal Rail by Regal ideas. Crystal Rail is a complete frameless system, with no posts and no rails, meaning nothing between the user and the view. To add to the crystal clear view, Crystal Rail lights up at night creating a breathtaking ambiance to any deck and patio. Regaldeas.com 26
Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
HBSDealer.com
THE FIRST STAIN
WORTHY OF THE YELLA TAG. Introducing YellaWood Protector® Semi-Transparent Stain and Clear Water Repellent. It takes a whole lot to earn the right to wear the Yella Tag. Backed by fifty years of proven knowledge and quality, YellaWood Protector® products are specifically formulated by the makers of YellaWood® pressure treated pine. YellaWood Protector® products provide longlasting, rich color and the superior protection savvy homeowners demand. All with a limited warranty against chipping, peeling, water damage, mold, mildew and color fade. Since there are no long drying times or even in-store mixing or tinting required, you’ll love how easy it is to use. Find your local dealer at yellawood.com/protector and finish like a pro.
yellawood.com/protector
YellaWood® brand pressure treated products are treated with preservatives (the “Preservatives”) and preservative methods, and technologies of unrelated third parties. For details regarding the Preservatives, methods, and technologies used by Great Southern Wood Preserving, Incorporated, see www. yellawood.com/preservative or write us at P.O. Box 610, Abbeville, AL 36310. Ask dealer for warranty details. For warranty or for important handling and other information concerning our products including the appropriate Safety Data Sheet (SDS), please visit us at www.yellawood.com/warranties or write us at P.O. Box 610, Abbeville, AL 36310. YellaWood and the yellow tag are federally registered trademarks of Great Southern Wood Preserving, Incorporated. All other marks are trademarks of their respective owners and are used with their permission.
Cover Feature The rich colors and bold highlights of Envision Outdoor Living Products’ Distinction Collection of composite decking are designed to emulate the textures and natural color variations found in exotic wood. Distinction is crafted with Compress Technology, in which Envision’s EverGrain Core pairs with a high-density cap to create a one-of-a-kind, low-maintenance board with authentic, deep, non-repeating grains. The product is resistant to staining, splintering, cracking, insects, and rot. Distinction comes in four colors: Rustic Walnut, Grey Wood, Shaded Auburn, and Spiced Teak, and in grooved edge and square edge boards. Envisionoutdoorliving.com
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BENEFITS - FAST LEAD TIMES.
- CUSTOMIZED MARKETING PLAN. - LOW MAINTENANCE. - LIMITED LIFETIME WARRANTY. - 2 YEAR LABOR WARRANTY. - COMPETITIVE PRICE. - FULLY WRAPPED. - CASH BACK BUILDER REBATE.
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
HBSDealer.com
"An opportunity to listen and learn from the women in attendance, whether they were speaking or not." - Top Women 2021 Attendee
Returning in 2022
About the Event
The HBSDealer Top Women in Hardware & Building Supply program honors women making outstanding contributions to their companies and their communities. We hope to help attract more women into the business, encourage those already here to stay, and show them how to reach the C-suite.
Cover Feature
DECK TECH
The Trex AR Decking and Railing Visualizer brings deck visions to life. The free app allows users to “build” a deck virtually to see how it will look in nearly any outdoor or indoor environment. Using the latest augmented reality (AR) technology, contractors and homeowners can view Trex’s entire decking and railing portfolio, explore basic deck shapes, colors and styles, experiment with popular decking and railing pairings, estimate square footage and order product samples. The app can be downloaded from the App Store or Google Play. Trex.com
Feeney has upgraded its VisualBuilder, an interactive visualization tool that allows homeowners, design-build professionals and retailers to design a deck complete with Feeney railings. The newest version of VisualBuilder enables consumers to automatically send their completed deck and railing design to their local stocking dealer and request a quote for Feeney products specified in the design. This capability streamlines the buying process while helping to ensure that sales opportunities are addressed when potential customers are highly engaged. In addition, the tool now includes the ability to visualize Feeney’s DesignRail railings with LED Rail Lighting and Post Accent Lights, along with Laser Cut Aluminum and Stainless Steel Mesh panel infill options. Users can also add Feeney’s Awning Kits to their deck designs. FeeneyInc.com
Deckorators has released the latest version of the Deckorators Deck Designer — a web-based and easy-to-use deck design program. The program can be used for planning and visualizing a new deck in addition to confirming material lists and hiring a professional. The Deckorators Deck Designer makes it easier than ever to take decks beyond the ordinary. 3D-renderings allow the homeowner to build a customized deck and style it with railing and accessories. Deckorators.com
Fiberon Lighting now features smart technology making it easier for homeowners to create a complete backyard experience. The new smart home adapter allows homeowners to manage their outdoor lighting using a smartphone, Amazon Alexa or Google Home device. The new USB outlet integrates seamlessly into Fiberon railing, providing easy access to an outdoor power source while further enhancing the outdoor living space. FiberonDecking.com
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
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G H
Everyday living doesn’t have to mean having an everyday life. MoistureShield is the only high-performance composite decking engineered to deliver 360-degree protection, 365 days a year. So you can enjoy the outdoors to the fullest, no matter where you call home.
OutsideOrdinary.com
E-Commerce Online access in the hardware store or at home allows customers to check out all the products in inventory, like this example at Foley Hardware.
Hardware, meet e-commerce
While the business has been engaged in e-commerce for more than 10 years, they began to significantly ramp up their efforts about five years ago, she said, through their partnership with Do it Best Corp., offering ship-to-store and ship-to-address. “Do it Best launched same day in-store pickup in 2020 and we were able to roll it out to all of our 20 locations this past year. We started by offering it at two locations only in 2020 to isolate any potential challenges, and then in summer 2021 we expanded company wide,” said Taylor. The most positive surprises Taylor’s Do it Center has seen is the wide range of orders they’ve received, including the number of customers who have purchased big ticket items like grills through same day in-store pickup.
Challenges, wins
Bill Kiss, head of e-commerce, digital marketing and innovation strategy at Ace DOING BUSINESS ONLINE CULTIVATES THAT Hardware in Oak Brook, Ill., said his com‘BRICK-AND-MORE’ E XPERIENCE pany migrated to a new platform a few By Tim Burke years ago because they knew they needed to upgrade just about everything. And he launch, or re-launch, of your e-commerce platform is both he said it was a tough project for sure. stressful and exciting — all at once. “It takes time, resources and investment For Do it Best dealer John Merrell, owner of Foley Hardware so it’s carefully planned and plotted. The in Larchmont, N.Y., the transition to a new commerce platform transition digitally is not as hard as it is was smooth, and it brought unexpected positives. for the change the management of our “The biggest surprise for us regarding e-commerce was how many stores have had to endure. Learning and people visit our store online. I am always surprised we ship products implementing new systems and processall over the country,” said Merrell. es is very hard, especially in a busy store Merrell launched his current website about two years ago, and “with environment where talent is key,” said Kiss. our data feed running, we were able to show all of the products availThe challenges for his company have able from our warehouse.” been in figuring out what gets prioritized Not new to website commerce, Jared Littmann and his wife Marlene in terms of site enhancements. “TechNiefeld, owners of K&B True Value Hardware in Annapnology is not cheap, olis, Md., have changed internet platforms a couple and we strive for greattimes in the past ten years. ness so there’s always “This is the first e-commerce solution we’ve had that a debate where to put shows the products we carry in our store, regardless of our next improvement,” which supplier, plus products that are available from our said Kiss. primary supplier, True Value. From the customers’ perBrian Mushel and spective, they can click on a button to narrow their search his wife, new owners of to items that are only in our store.” Littmann said. Justus True Value Home & Garden in Clarks Summit, Pa., launched More touchpoints Representing another hardware business with a dewhat he called the “TV cade of website commerce experience is Meg Taylor, site” in 2019 as part of communications director at Taylor’s Do it Center in the True Value e-com—Michael Wynn, president and co-owner, Virginia Beach, Va. merce pilot program. Sunshine Ace Hardware, Naples, Fla.
T
“Many customers were pleasantly surprised to learn Sunshine Ace offered the same convenient online and pickup options as their larger big box competitors.”
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
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E-Commerce He termed this an easy-to-use, app-based program: “It is a web-based program that works through our Stripe account, the same way that the STIHL BOPIS program works.” When someone makes an online purchase, they see their information, so “we know if it’s a loyal customer or someone who just made a one-time purchase,” said the owner. Mushel also found big ticket items popular, “along with some hard-to-find items that you may not be able to buy elsewhere from a brick-and-mortar location.” At Do it Best dealer Farm & Home Hardware in Ohio, owner Scott Jerousek said they had an online presence for many years, but nothing that engaged with their customers or effectively told their story. The owner felt like his business was spinning its wheels and needed to rebuild its e-commerce program. “I wanted to have all of the 67,000+ SKUs available from our Do it Best co-op warehouse available to our customers,” said Jerousek. “We decided to partner with JH Specialty (MOCE) to utilize their experience and the accumulative experience of Do it Best to build our new site. We worked closely with Do it Best, JH Specialty and Epicor to develop the feeds needed,” said Jerousek. Today his business is shifting focus to meeting the needs of Gen X, Xennials, Millennials and Gen Z. But the surprising part, Jerousek said, is how well their mature customer base has evolved into a tech-based consumer. His team now encounters in-store customers who reference pre-shopping activity or specifically show
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
Omnichannel includes not only doing business online but the follow-thru of customer pickup, like here at Sunshine Ace Hardware in Naples, Fla.
associates their phones asking where “this” product is. The owner also said “we need to change the discussion. It should no longer be, ‘what is it going to cost?’ but ‘what are the risks if I do not leverage technology to meet my customers where they want to do business?’”
Synced, growing
William E. Aubuchon, IV, president and CEO of Westminster, Mass.-based W.E. Aubuchon Co., Inc., founded in 1908 and an Orgill dealer with 107 stores in eight states, said they have been doing e-commerce since 1999, however purposefully shifted away from traditional e-commerce to focus more on same-day e-commerce in the last 10 years. “What we are currently focused on improving is the curbside, drive-thru experience with order updates
HBSDealer.com
“Customers are not only comfortable with e-commerce but in some cases prefer the opportunity to research and finalize their purchases online.”
via SMS, online check-in, updated signage, em‘found us’ based on our offering of ployee alerts via earpieces, and order manageproducts online; and existing customment via handheld devices. We are even building ers that enjoy the additional option of actual drive-thrus in several test stores.” shopping from home when it pleases Stew Elliott, owner of Elliott Ace Hardware, them,” said Mike Costello, CEO of a four-store chain headquartered in Muskego, Costello’s Ace Hardware, headquarWis., near Milwaukee, said their customers tered in Deer Park, N.Y. seem to be embracing their increased e-comE-commerce has its own set of merce presence in multiple ways. operational challenges, Costello said. “They enjoy knowing that we are in-stock on “With any new process, it takes time —Meg Taylor, communications director, items which they can see online at Acehardware. to develop the excellence that we Taylor’s Do it Center, Virginia Beach, Va. com. They enjoy the simplicity of processing the expect from ourselves; however, transaction online and having an order pulled and customers are responding positively, ready for them to pick up or even have delivered.” and placing repeat orders.” In Florida, Michael Wynn, president, and one of six family Additionally said Costello, e-commerce has greatly inowners of Sunshine Ace Hardware in Naples, with 11 locations creased the number of home deliveries they make, which in the southwest region of the state, said the pandemic undermeans delivery vehicles, along with their messaging, are scored the importance of offering as many shopping options more visible in the community. as possible for their customers. “Our online sales have grown by five times since Wynn’s e-commerce business has continued to grow exponen2019. Two years ago, e-commerce made up barely tially “as we have continued to push faster order confirmation times, 1% of our total sales; it’s more than 3.5% of the total in reduced wait times for curbside service and improved inventory 2021 and growing.” accuracy to drive more successful order fulfillment.” E-commerce gives your hardware business more At one New York brand, it’s about discovering the online plattouchpoints with customers. The results: Revenue form. “Our e-commerce customers are both new customers that growth and wider brand exposure.
Epicor for Retail solutions equip your team with intuitive tools that streamline operations and drive more revenue and profitability. That’s working with you, for you.
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HARDWARE + BUILDING SUPPLY DEALER Februar y 2022
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Market Insights
U.S. lowering softwood lumber tariffs
T
step forward to addressing America’s he U.S. Department of Commerce growing housing affordability crisis decided to reduce duties on most softand easing extreme price swings in the wood lumber imports from Canada. lumber market that have added more On Jan. 31, the department issued its than $18,600 to the price of a new third administrative review on Canadian softwood home since late summer,” said Chuck lumber imports which reduces countervailing and Fowke, chairman of the NAHB. antidumping duties from 17.91% to 11.64%. The National Lumber and Building This move arrives after the Department of Material Dealers Association (NLBMCommerce previously doubled duties from DA) has also aggressively lobbied the 9% to 17.9% last November. Biden administration on the need to Industry advocates have pleaded for a reCanadian softwood lumber tariffs have been a long-running poinit of contention. lower softwood lumber tariffs and reduction in duties on softwood lumber and are turn to the negotiating table with Canapplauding this latest move by the Department of ada on a new long-term softwood lumber agreement. Commerce. Lumber pricing fluctuation and high costs have been In a prepared statement sent to members, the NLBblamed as major culprits behind harming housing affordability. MDA said it is “encouraged by commerce’s decision The National Association of Home Builders (NAHB) has and will continue to engage the administration on softbeen one of the agencies arguing for lower U.S. tariffs on wood lumber tariffs and other critical policies affecting softwood lumber imports. the lumber and building material supply chain.” “NAHB welcomes the Biden administration’s move to reduce The NLBMDA and NAHB sent letters to the White duties from 17.99% to 11.64% on softwood lumber shipments House last fall urging for reductions on duties. from Canada into the U.S. Reducing these tariffs is an important
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Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
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People In The News
Fox
Kodiak Building Partners has appointed Kelly Fox to the newly created position of Senior Vice President of the General Lumber Group. The Highlands Ranch, Colo.-based building products distributor said the position was created to add another resource to support and guide the General Lumber Group’s success. The company’s General Lumber Group consists of Kodiak’s network of traditional lumberyards.
Central Valley Builders Supply has named Bryan Moorehead, a 29-year operations and manufacturing veteran, as its new senior vice president of operations. In this newly created role, Moorehead will be responsible for driving scale and accelerating growth across the organization, including building on the current customer experience and delivMoorehead ering initiatives in support of enhanced customer needs, Central Valley. Moorehead will report to Steve Patterson, president and CEO of Central Valley. Envision Outdoor Living Products has promoted Shara Gamble to president of the composite decking and deck/porch railing manufacturing division of Envision Building Products LLC. In her new role, Gamble will lead outdoor living operations, manufacturing, sales and marketing, customer service, and product development initiatives. Gamble will report to Envision CEO Bob McNally. Previously, Gamble held several leadership positions Gamble at TAMKO Building Products, LLC, including director of human resources and operations process & project director.
Gray
Roseburg has named Stuart Gray as chief operating officer. The role is a newly created position at the company. As COO, Gray will assume oversight for operations, sales, human resources, and EHS (environment, health, and safety). Gray joined Roseburg in 2017 as senior vice president and general counsel, overseeing the company’s strategic business development, compliance, and environmental teams.
The DeGol Organization has promoted Brian Reiff to the position of president of Seven D Wholesale Distribution. Reiff joined Seven D Wholesale in 1991 as a sales representative within the New England Region. In 1993, he was named general manager of Seven D Wholesale’s distribution facility in Rocky Hill, Conn. In 2005, he was promoted to executive vice president, New England States Distribution Operations. Reiff held this position until his promotion to president.
HBSDealer.com
Structurlam has appointed Paul Drace as the company’s new vice president of sales for its Construction East Division and Industrial North America. Drace brings an extensive background in engineered wood, with experience working with major suppliers including Weyerhaeuser, RedBuilt, and SmartLam. In his new role, Drace will lead construction sales Gray regions to drive sales efforts, promoting and expanding the company’s mass timber work, Structurlam said. America Corporation has announced the elevation of three leaders in the organization. Rinnai America Corporation has promoted Judd Greene to senior vice president of administration, Tom Wiley to senior vice president of customer experience with responsibilities for sales, marketing, commercial, quality assurance and customer care, and Kevin Headley to vice president of sales with responsibilities for sales in the United States and Canada. SureDriveFP.qxp_Layout 1 9/20/20 3:51 PM Page 65
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37
Residential Construction/Sales
Monthly Retail Sales, not adjusted
13 months of housing starts and existing-home sales
home centers and pro dealers (NAICS 444) and hardware stores (NAICS 44413)
Total starts
NAICS 444
(in thousands, SAAR) Dec.: 1,702,000
NAICS 44413
(sales in $ billions)
50
1800
(sales in $ billions)
4
1700
40
1600
39.9 37.6
1500 1400
39.8
3
38.7
34.7
30
2.76
34.5
2.82
2.86
2.76
2.86 2.55
2
1300
20
1200 1100
1
10
1000
0
900
D
J
F
M
A
M
J
J
A
S
O
N
D
SOURCE: COMMERCE DEPARTMENT
OCTOBER 2020
Single-family starts
NOVEMBER
0
DECEMBER
2021
SEPTEMBER 2020
OCTOBER
NOVEMBER
2021
SOURCE: MONTHLY RETAIL TRADE REPORT FROM THE U.S. CENSUS BUREAU
(in thousands, SAAR) Dec.: 1,172,000 1400
HBSDealer Stock Roundup
1300
the percent-change performance of stocks based on Feb. 3 prices
1200 1100
80
1000 900
BLDR
70
800
60
600
D
J
F
M
A
M
J
J
A
S
O
N
ANNUAL CHANGE
700
D
SOURCE: COMMERCE DEPARTMENT
Existing-home sales (in millions, SAAR) Dec.: 6,180,000 7
TSCO
50 LOW
40
HD
6
WY
SHW
20
6.5
BECN
30
10
SWK
5.5
0 -20
5
DE
DJI
-15
-10
-5
0
5
10
4.5
MONTHLY CHANGE
4 3.5
BECN (BEACON); BLDR (BUILDERS FIRSTSOURCE); BMCH (BMC STOCK HOLDINGS); DE (DEERE & CO.);
D
J
F
M
A
M
J
J
A
S
O
N
D
HD (HOME DEPOT); LOW (LOWE’S); SHW (SHERWIN-WILLIAMS); SWK (STANLEY); TSCO (TRACTOR SUPPLY);
SOURCE: NATIONAL ASSOCIATION OF REALTORS
WY (WEYERHAEUSER); DJIA (DOW JONES INDUSTRIAL AVERAGE)
Consumer Watch Unemployment rate
Consumer confidence
Gas prices
for the entire United States
indexed to a value of 100 in 1985
average price per gallon (regular)
8.0
10.0
12.0
4.0
80
38
Current Prior month
120
Prior year
16.0
4.0%
18.0
January 0.0
$3.00 $2.50
14.0
6.0
2.0
100
20.0
60
113.8
$3.41
January
Feb. 3
Februar y 2022 HARDWARE + BUILDING SUPPLY DEALER
140
$2.00
$3.50
SOURCES: LABOR DEPARTMENT, THE CONFERENCE BOARD, AAA
HBSDealer.com
SET SCREW
SET PLUG
Everything you love about Cortex and 50% Faster! Introducing Collated Cortex® for Trex® Decking! Our collated technology is now available in all colors for both Trex Transcend ® and Select ® Decking, speeding up installation and offering the homeowner a beautiful finished look. Now that Cortex is available for Trex Decking with collated deck plugs, you have the fastest, easiest hidden fastening system available! For more information contact your local FastenMaster sales representative at 800-518-3569.
NOW AVAILABLE Collated Plugs for Decking
Trex Transcend also available in collated plugs
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800·518·3569
FastenMaster® and Cortex® are trademarks of OMG Inc. Copyright © 2022 OMG, Inc. All rights reserved. Trex ®, Select ® and Transcend ® are either federally registered trademarks or trademarks of Trex Company, Inc., Winchester, VA.
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