All new Terrain: Urban Outfitters develops lawn and garden concept

BY Lisa Girard

CONCORDVILLE,, PA. —Think Smith & Hawken meets Barnes & Noble meets Bath & Body Works.

Terrain, the new outdoor living format by Urban Outfitters that debuted here last month, is a combination of these ideas—with a decidedly upscale product mix and a heavy accent on sustainability.

Urban Outfitters—the $1.2 billion lifestyle consumer products company operating under the Anthropologie, Free People and Urban Outfitters brands—decided to launch the concept by purchasing J. Franklin Styer Nurseries, a 118-year-old garden center near Chadds Ford, Pa., one of Philadelphia’s wealthiest suburbs. They took the 10-acre nursery and added indoor and outdoor furniture, pottery and decor, personal care items, books, cooking utensils and more. In addition, there’s an established landscape design service and a café serving a spa-meets-farmhouse menu.

Terrain at Styer’s has been drawing a steady stream of upscale suburban customers—particularly women in their 40s, 50s and 60s. There are Saturday classes on such topics as caring for hydrangeas, grilling, wreath making and container design. It could be called a one-stop-shop for the gardening/entertaining life style.

“This is a great choice for our first acquisition-partner because it has a great customer base, a great vendor base and it’s known for high-quality plants and a great landscaping division,” said John Kinsella, Terrain’s managing director. “Mixing cultures is a complicated thing, but we’re learning from each other.”

The retail spaces, which include a couple of greenhouses and a hothouse, have a relaxed, uncrowded feel—underscored by high ceilings, wide spaces between displays and mellow background music. There are products from all over the world, including American tables, French café chairs, Egyptian lanterns and Indian accessories. Included in the mix is everything from chemical-free skin products and vegetarian cookbooks to organic pesticides and all-weather deep seating. Then there are aisles upon aisles of beautiful greenery.

“What Urban does very well is create a great shopping environment,” Kinsella said. “All the senses are being touched. We wanted to create a place where people could come in for inspiration and to get rejuvenated. It’s a little bit like an oasis.”

Local resident Anna Clifford Tollemar, shopping at Terrain at Styer’s in early June, said she’s drawn to its European touch and the fact that there’s nothing else like it in the area. “I like the artistic feel of it, the way the displays are done so beautifully,” she said. “It’s pricey, but the quality is there.”

Another customer, Lenore Davies, had taken the 45-minute drive from down town Philadelphia to hang out at Terrain for most of the afternoon. “It’s very holistic, very inspirational, and it’s neat to have so many different things together in one place,” she said.

During a Lehman Brothers retail conference earlier this year, Urban Outfitters’ CFO John Kyees pointed to a fragmented lawn and garden market of about $85 billion, of which Home Depot and Lowe’s hold about a 35 percent share. He described a $1 billion potential—50 Terrain stores doing $20 million each in annual sales.

Back in Concordville, Kinsella elaborated on the opportunity. “You have the big boxes, which have a huge selection at low prices, but they’ve kind of commoditized the experience,” he said. “Then you have 20,000 garden centers around the country, and very few have more than five or six locations. And even fewer do more than $5 million a year. There was a definite void in the market.”

Kinsella, a former Williams-Sonoma and Smith & Hawken senior manager, seems to have been hand-crafted for Terrain’s top job. In addition to his background in upscale retail, Kinsella also earned his Master Gardener certification and started several organic community gardens in California before moving east a few months ago.

“Twenty years ago there were hardcore gardeners, and then there was everyone else,” he said. “Now people are interested in plants for the beauty of it. Plants used as decor has really expanded the potential customer base.”

Each Terrain location will operate independently, drawing on the local flavor of plant life and culture while sharing best practices with other members. The next few locations will probably be in the mid-Atlantic region—possibly New Jersey and lower Connecticut—as the company strives to leverage buys and tighten the supply chain.

“What Urban does is personalize all the stores,” Kinsella said. “The Terrain here has a Pennsylvania barn feel, while a Terrain in San Diego might have an adobe feel. The local store reflects the local customer base and culture.”

Urban expects to develop a Terrain Web site and a direct marketing catalog in the next year or so. Regarding more locations, Kinsella said there are some deals in the works, but nothing has been finalized.

“We’re trying to balance our growth with our learning here, so we’re smarter about the next one,” he said. “The goal for Terrain is about 50 locations—spread far enough apart that each is seen as a destination.”


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D.Heritage says:
Apr-05-2012 03:35 am

Looking forward to see what
Looking forward to see what garden furniture Terrain will offer. I hope that just because it caters more to upscale suburban customers, it does not neglect the more average garden owner.



Who do you view as your biggest competitor?

Restoration Hardware buyout gets green light


Corte Madera, Calif.-based Restoration Hardware received shareholder approval for a planned buyout by private equity group Catterton Partners for about $179 million, a deal that was challenged at several points by Sears Holdings.

The company said that more than 99 percent of votes cast by shareholders at a meeting held yesterday were in favor of the deal. Catterton will purchase Restoration Hardware’s outstanding shares for approximately $4.50 in cash.

The deal is expected to be completed by next week.

“We are pleased with the outcome of today’s vote and appreciate the strong support demonstrated by our shareholders,” said Gary Friedman, Restoration Hardware’s chairman, president and CEO.

Restoration Hardware also announced that it reached a preliminary agreement for the settlement of a shareholder complaint filed in the Superior Court of the State of California. The class action complaint was filed against Restoration Hardware, each of its directors, Catterton Partners and certain shareholders participating in the deal.

According to the settlement, Restoration Hardware will pay $3.7 million, approximately 10 cents to 13 cents a share, to shareholders involved in the complaint.

Board member Raymond Hemmig said that the lawsuit was without merit, but settling would expedite the merger agreement. The settlement is conditional on successfully closing the merger.


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Top 500 Annual Industry Retail Scoreboard


The numbers are in and — no surprise — they reflect a challenging market.

For the first time since Home Channel News began compiling the Top 500 Scoreboard more than 20 years ago, home improvement retailers showed an overall decline in sales in 2007. On the positive side: hardware stores and farm and fleet retailers showed surprisingly strong sales results, boosted respectively by smaller projects around the home and big-time agriculture spending.

Click here for the chart.

The worst housing downturn in recent memory has led to sub-par performances for several major retailers, dragging down overall sales of the Top 500 retailers to $251 billion — a 2.1 percent falloff from the list’s $256 billion posted the previous year.

In 2007, pro dealers were the hardest hit retailers on HCN’s Top 500 list, which also includes large home centers, hardware stores, farm suppliers and paint and floor covering retailers. Pro dealers, who cater to both new home builders and large remodelers, showed a 14.6 percent decline for the year, with Top 20 players like Builder’s FirstSource (No. 17), BMHC (No. 12) and 84 Lumber (No. 10) down 28.9 percent, 28.7 percent and 20.9 percent, respectively. Most notably, Ply Mart (No. 34) went out of business altogether.

On the other hand, hardware stores and farm and fleet retailers showed surprisingly strong sales results, boosted respectively by agriculture spending and smaller projects around the home. Overall, decliners led gainers. Just 162 companies on the list showed sales gains, while 281 showed sales declines. Compare those numbers to a good year — in 2004, for example, 404 companies showed gains, with just seven showing losses — and it brings the severity of the housing crisis into sharp focus.

“Almost certainly, the decline in these sales is a sympathetic reflection of the plunge in new home building, the steep decline in existing home sales, a slowdown in renovations and a drop in property values,” said James Glassman, managing director and senior policy strategist with JPMorgan Chase & Co. in New York.

“And 2008 sales comparisons could be worse than 2007 because activity late last year and early this year has been so abysmal. Home building remains weak, home prices are still falling and credit remains expensive and in short supply for housing.”

Two years ago, the weakness was concentrated in the industrial Midwest — places like Detroit and northern Ohio, with strong ties on the auto industry. But in 2007, the housing crisis spread to metro markets that had seen rapid price appreciation over the previous five years. The worst of these were California, Las Vegas, Phoenix and all of Florida, while Texas, the Pacific Northwest and parts of the Southwest have been somewhat more insulated.

“We’ve seen the biggest decline in the housing market since the Great Depression,” said Paul Hylbert, CEO of ProBuild Holdings (ranked 7th), which was down 16 percent in sales after an almost 30 percent increase the previous year. He said the “housing depression” has been the most pronounced in Florida, Arizona, Atlanta, Denver and Chicago because of the high incidence of exotic mortgages and subprime activity in the mid-2000s. Hylbert also pointed to deflation in wood prices from 2006 to 2007 as a driving factor in the sharp decline for LBM dealers.

Large home centers were basically flat (down 0.2 percent) for the year, but that doesn’t tell the whole story. No. 1-ranked Home Depot suffered its first-ever sales decline (2.1 percent), while the critical comp-store sales number was negative 6.7 percent. And to underscore what CEO Frank Blake called “a difficult year financially,” the retailer announced in May that it would close 15 underperforming stores — leading to the layoff of about 1,300 employees — and remove 50 future openings from the new store pipeline.

No. 2-ranked Lowe’s fared little better, with earnings down 9.5 percent and comp-store sales down 5.1 percent, while No. 5-ranked Sears suffered a 6.5 percent sales decline, with net income off almost 45 percent. “We need to come up with bigger and better ideas,” Sears chairman Edward Lampert said during the company’s annual meeting May 5, adding that he sees “no evidence” of a U.S. economic recovery in the near term.

There were, however, some bright spots on last year’s cloudy landscape. The farm & fleet segment — aided by the booming agricultural sector — showed a 12.9 percent increase, as markets like Iowa, Idaho, and parts of Ohio, Illinois and Indiana prospered because of soaring corn and wheat prices. This, in turn, led to increased sales of farm equipment and farm animal-related products and a generally better economic climate in those areas.

The jump in sales for these farm suppliers speaks volumes: No. 167 Valley Co-Ops in Jerome, Idaho, was up 66.7 percent; No. 219 C-A-L Stores in Idaho Falls, Idaho, was up 64.7 percent; No. 273 Agland Co-op in Canfield, Ohio, was up 31.9 percent; and No. 126 Farmers Cooperative Elevator in Arcadia, Iowa, was up 23.9 percent.

“Farmers have money, which is good for us in those markets, too,” said ProBuild’s Hylbert. “Of course, it’s not a large share of the business, but it does help offset what’s happening in the metro markets, which have been hardest hit.”

No. 11-ranked Tractor Supply — up 14.1 percent — opened 89 new stores in 2007, venturing into new markets like Louisiana and New Mexico. According to president and chairman Jim Wright, some of his company’s best-performing products involved the health and well-being of animals and pets, including pharmaceuticals and housing for agricultural animals, vaccinations, animal feed, and all price levels and brands of pet food.

“When you look at the categories that have performed well for Tractor Supply, it’s categories that aren’t really available in the hardware and home improvement channels,” said Wright, whose company now has 791 stores in 43 states. “The real markets we serve are not as impacted by housing, and our customers tend to be conservative in terms of taking on debt.”

Hardware store sales were also up (11.7 percent), which Do it Best president and CEO Bob Taylor attributes to homeowners focusing on smaller projects in the current economy. “When you look at the general hardware piece of it, in many cases, the members cater to more day-to-day care and maintenance,” said Taylor. “If people are staying closer to home, they’re investing in the home, so it’s more stable. We’re not talking about the major remodel — it’s the everyday activity.”

In fact, remodeling activity showed a decline in 2007 (4 percent), according to NAHB chief economist David Seiders, who estimated a 7 percent drop-off for 2008. Not quite as hard-hit as those catering to new home builders, retailers relying mainly on remodeling jobs experienced declines in the high single-digit range, according to Kermit Baker, director of the Remodeling Futures Program for Harvard University’s Joint Center for Housing Studies.

“The decline in the sales of existing homes has really taken the wind out of the remodeling market,” Baker said. “With housing prices declining, homeowners have less equity to tap into for renovations, and there’s enough uncertainty to give a lot of people pause as to whether to invest — even to sell — because they’re afraid they won’t get that money back.”

Baker believes the slide will continue this year as the commercial construction market — considered healthy in 2007 — is also slipping. “And with non-residential construction down, flooring stores (up 2.1 percent) and paint stores (down 0.6 percent) could fare even worse this year because they won’t have that market to fall back on,” he said.

Some companies have taken aggressive measures in response to these trying times. 84 Lumber announced the closing of nine stores in March and another 30 in April — bringing the total number of closures to 118 since April 2006. In other news, BMHC announced last month the intention of closing an undisclosed number of underperforming units and possibly cutting about 2,000 jobs.

Glassman, from JPMorgan Chase & Co.’s, believes we are beginning to see some positive signs, including the fact that subprime adjustable rate mortgages are being reset to lower levels, and that — in accordance with the government’s stimulus package — rebate checks began to go out April 28 and are starting to show up in retail sales.

“Most of the excess valuation in housing markets has been flushed out, with house price now back into alignment with income (affordability) that we had in 2003,” he said. “And the broad economy is looking more like it stalled last winter than falling into recession.”

Still, most experts agree, the housing market will probably not significantly improve until the early to middle part of next year. “I think the bottom is kind of in sight, and then we’ll possibly bump along for a couple of quarters as the financial markets begin to reset,” Hylbert said. “Maybe by mid-2009 we’ll start to see some things getting stronger. I hope it’s earlier, but there’s so much inventory, it will take awhile to absorb it.”


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Who do you view as your biggest competitor?