7 minute read
New Forest Produd Retail Display Approach Unveiled
' A nationwide study ofthe changing trend in merchandising display practices of retail g building materials dealers, recently comF pleted by Georgia-Pacific Corp.. has re: sulted in a new "space age" retail display ' prog.a* sponsored by the big forest prod'.: ucts manufacturer.
Retail dealers from all sections of the U.S., plus leading store planners and designers, cooperated in the study, G-P said. Selected from hundreds of sketches and L pilot models are seven master units being made available to dealers this fall.
IThey range from a deluxe model, -. tnounted on wheels and showins 20 full. sized 4x8-foot wall panels and several other types of building materials, to a small sample rack that occupies only three square feet of floor area but holds 20 interchanse1" ,able 2x2-foot samples plus sales promotion ' literature.
The G-P field study of dealers' changing needs and ideas was started more than a year ago. It underlines several interesting merchandising points that have been incorporated in the new point-of-purchase display program, according to E. L. Kimball, Georgia-Pacific's plywood sales promotion manager.
The study underscores severalkey points: l. There is a strong trend toward display of full-sized wall panels rather than samples.
2. The home planning center is becoming a definite part of retail dealer thinking.
3. There is extensive remodeling or creating of new showrooms by dealers, and a majority want eye-level (or below) fixtures.
4. No single display unit, no matter how versatile, fits a majority of space and selling requirements.
G-P currently is serving more than 15,'000 dealers, Kimball said, of whom more than I,200 have major paneling displays developed by the company, while several thousand more sell from 2x2-foot samples, swatches, wall hangers and similar displays.
He forecast that, with the new "space age" program now being fielded, "the company's retail display exposure will be more than doubled within the next 12 months."
The seven new displays, gleaned from hundreds of designs and prototype models, are:
1. Portable Display Center-This "Cadillac" of the new line has eight swinging wings to display 16 full-size 4x8-foot wall panels, plus four additional panels on the base unit. It also has space for eight ceiling tile samples, literature, photo 'oidea" panels in color, and a perforated 4x8 hardboard back for shelf and hanger display and storage of paint, tools and other allied ma' terials. It is floodlighted and mounted on heavy castors for easy moving. Height is 105 inches, width 72 inches and depth 65 inches, including clearance for swinging panels.
2. Gondola-This space saver holds 20 interchangeable 2x2-foot panel samples with 2/s of its space available for tie-in merchandise display and storage. A perforated header allows display of additional tie-in materials. It is 66 inches high,72t/2 inches wide and only 24 inches deep.
3. Multiplex 248This holds 24 fullsize 4xB wall panels in 12 wings, all interchangeable. Each wing is equipped with roller separators. Wall mounted, it takes only 33 inches of wall space. It is either 105 or 99 inches in height, depending on use of 7 or 8-foot panels, width 33 inches and depth 54 inches.
4. Revolving Multiplex Floor StandHolds 12 panels 2x8-foot, revolves easily, is 110 inches high including removable header, and has a diameter of only 54 inches.
5. Multiplex l2E-Wall hung, it holds 12 full-size panels, is either 106 or 99 inches high depending upon use of 7 or 8-foot panels, 2I inches wide (wall area) and requires a 74-inch depth for clearance o{ swinging panels.
$fl94",
6. Counter or Wall-Hung Display-This economy unit holds 16 samples 16x18 inches and is only 45 inches high, 3l inches wide when open, and requires only 19 inches in depth for full clearance.
7. Floor Display Rack-Smallest of all, it requires only three square feet of floor area, is easily moved and holds 20 samples of factory finished wall paneling 2x2 (Continued, on Page 59)
Lumber Trqde Mission .To Promole Europeon Morkets
A do-it-yourself lumber trade mission will visit Europe and United Kingdom in under the auspices of the West Coast ,:Lumbermen's Association in a unique pro;gram to open up new markets for west coast lumber.
The privately financed lumber trade will spend at least a month in the lfarkct countries and in the $United Kingdom. It will include both sales I exprrts in the exporting lusiness and pro.'duction executives at sawmills interested in the exporting field.
Although this is not a government financed mission, officials of the Commerce Department will cooperate fully with the west coast lumbermen.
While the lumber mission will be made up of representatives of individual companies, information collected will be made available to other members of the association, said G. C. Edgett, executive vice president of WCLA.
There are a lot of things our industry needs to know about the utilization of softwood lumber in Europe, Edgett remarked. This group will interview agents, importers, re-manufacturers and industrial users of lumber on the trip, he said. We want to lj. find out about the possibility of opening up a market in Europe for merchantable lumber as well as rough green clears. We want to find out if those countries, mainly France, Germany, Italy, Holland and England, will use lumber in other than the sizes they have customarily used, which present many problems to our mills in manufacture.
In short, Edgett pointed out, we want to find out whether there is a worthwhile market in Europe for west coast lumber manufactured in the U.S. and sold in competition with lumber cut in Russia, the Scandinavian countries and, of course, Canada.
The board of trustees of WCLA in Portland approved the European do-it-yourself lumber trade mission after it was approved by the association's import-export committee.
The lumber mission will receive a weeklong briefing in Washington, D.C., prior to departure for Europe. A Commerce Department specialist, as well as a representative of WCLA, will precede the mission to Europe and set up interviews, meetings and arrange schedules to conserve the time of the larger group and get maximum results. A Commerce Department official will also act as advisor to the group while it is in Europe.
Edgett said the WCLA board of {rustees had also tentatively approved a similar trade mission to Japan and Australia later in the spring of 1963 if it appears the European venture is a success. These four areasEurope, United Kingdom, Japan and Australiaare the four most likely areas for development of additional volume of west coast lumber sales, Edgett pointed out.
Foresl Products Week
(Continued, lrom Page 16) ooWonders of Wood" by John Egan (see page 2 for a full reporting).
We'll let the pictures on page 16 and Mr. Egan's address tell the story of this happy occasion. All members oI the Los Angeles Committee for "The Week" worked long and well to make this annual promotion a success. General chairman Dee Essley and co-chairman Jim Forgie did an outstanding job of producing a smooth operation, and Leonard Crofoot, to whose lot fell the job of gathering in oothe green sheaves". did his work so well that there even remained a tidy surplus. Stella Roach of the Los Angeles Home Furnishings Mart, who handled the publicity for the promotion, is to be especially commended for placing a substantial quantity of publicity in the local papers.
7257
Telegroph
Direct: VAndyke 2-2202
JL" }", "/ * )oyouo
Snooon J" U",
TOCATED AT BERTH 223 ON TERMINAT ISTAND
OFFERING ACCESS TO AtL FREEWAYS ASSURING FAST DETIVERY TO SOUTHERN CALIFORNIA CITIES AND COMMUNITIES . .
Docking oreo for lwo or mone, lumber corgo borges & schooners.
More thon 16 yeors experience qnd "know-how" in the efficient hondling of lumber cdrgo-using modern mobile equipment & methods.
Fost truck looding qssursdUnlimited sloroge oreo qt dockside.
Prospecls For lncreqsed Trqde
Statistics on softwood lumber consumption presented at the 20th session of the Timber Committee of the European Economic Com' mission, held in Geneva, Switzerland, contain prospects for in' creased trade between U. S. timber producers and W'estern European customers.
Heavy construction programs presently under way in many European countries will continue in 1963, and the Committee reports from 23 nations attending indicate European softwood lumber needs by 1975 will show a 50 per cent increase, advancing from a present level of 9.5 billion board feet to approximately 14 billion board feet.
Opportunities for U. S. lumber sales are greater in special widths and lengths than in bulk volume because Soviet. Polish and Scandinavian sources are capable of filling present needs in smaller dimension markets.
Europe's consumption of softwood lumber in 1962 is running ahead of original estimates. The 9.5 billion board feet to be used in construction this year represents an increase of a half-billion board feet estimated at the beginning of the year. The outlook for 1963 anticipates a maintenance of present volume'
Prices for boih hardwood and softwood lumber are not expected to show significant changes from present levels.
Leadingf softwood lumber importing nations in the Europ-ean market aie United Kingdom, g'Z bi[ion board feet; West Ger' many, I.5 billion board feet; Italy, I billion.board feet, and the Netherlands, 900 million board feet. The USSR will again be Europe's leading export€r of lumber in 1962, shilping T, g.s-ti' -"t"d 2.5 billioi board feet to European customers. Finland holds second place with 1.9 billion feet, and Sweden is third with l'8 billion board feet'
The United States Representative to the 20th session was David A. James, Director of Public Relations of the Simpson Lumber Company'of Seattle, Washington. Alvisgs- we.re George A' Tesoro' E"orrorni. Counselor, and Siewart D. Riddles' Second Secretary' of the United States Mission to International Organizations' Geneva. The ECE is one of four regional economic commissions of the United Nations Economic and Social Council'
Hirsch Lumber IncorPorles
On October 15th, 1962 Edgar A. Hirsch Jr. incorporated Hirsch Lumber Company, at ISll Third Avenue in New York City.
and Edgar A' Hirsch, Inc. and took offices inat
The history of the Hirsch name in the lumber business is teresting. ThL first generation was engaged in saw milling Ellaville"on the Suwanee River in Florida right after the civil war ended. Gradually, as their timber became scarce' they {ound them' selves in the wirolesale lumber business and moved their headquarters to New York City. The old Hirsch Lumber Company -ade a sale to the city of New York corirprising the first water shipment from the Caliiornia River of Fir (then known as Oregon Pine) to be brought around Cape Horn in a sailing vessel'-
The member. Jf th" new firm are respectively the third and fourth generation of the family actively engaged in the lumber industrf. Hirsch Lumber Company will specialize in Vestern and Southein soft wood lumber and Plywood' The new firm is aware of the state of flux in which the lumber industry finds itself today and they do not intend to dwell upon their enviable history of bygone times but rather to take creative steps in intelligently merchandising and distributing forest products. One of the greatest Hirsch assets is their friendly relationship with so many first class mills centered throughout the West coast of the United States and Canada as well as the deep south. The reception received during the first few weeks o{ activity has exceeded expectations and shows every indication of a promising future.
