Requarth and Supply One Cabinets merge
The historic Requarth Lumber, a 151-year-old Dayton, Ohio, lumberyard that once sold lumber to Orville and Wilbur Wright, will merge with Supply One Cabinets and Design, according to a report in the Dayton Daily News.
The move is designed to generate business growth in a declining market. Alan Pippenger, president of Requarth, will remain president of the merged company as Supply One brings in a showroom to the lumberyard’s Dayton location on Monument Avenue.
The new showroom is expected to open in January, according to the news report.
Requarth was featured in the January 2010 issue of Home Channel News in a series of articles about business sustainability. In a prescient statement, Pippenger described adaptability as a key to long-term survival. “We aren’t the same company that we were 150, 100 or even 50 years ago,” he told Home Channel News. “You have to be willing to give up on what’s not working anymore.”
Pippenger told the newspaper that he was optimistic that the worst of the downturn is over.
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Back to basics at Weyerhaeuser
Weyerhaeuser has announced its decision to transition all of its wood products back to the Weyerhaeuser name. Going forward, the “iLevel by Weyerhaeuser” business will simply be known as Weyerhaeuser.
Weyerhaeuser is making the name change to “simplify customer contacts and leverage the widespread recognition of the Weyerhaeuser identity,” the announcement said. “Our customers and vendors know us best as ‘Weyerhaeuser,’ so we are returning to what is most familiar to them,” said Larry Burrows, Weyerhaeuser’s SVP wood products.
Customers will still have access to the same sales representatives and building materials, including the full range of engineering wood products, the company said.
“The Weyerhaeuser brand represents more than 100 years of strength, stability and top-quality products and service,” Burrows said. “As we’ve done for decades, we’ll continue to innovate and provide builders and dealers with cost-effective solutions for the residential, multi-family and light commercial construction markets.”
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Director of National Intelligence James Clapper, during a hearing held earlier this year, told Congress: “We’re not Sherwin-Williams paint. We don’t cover the earth equally.”
The exchange confirmed HCN’s position that slogans matter — a case we made in this space back in 2009. Among the notable slogans highlighted here were those of Sherwin-Williams (Cover the Earth), McCoy’s Building Supply (Go Build Something) and Lowe’s (Let’s Build Something Together).
Last month, Lowe’s introduced a new slogan that might work well in the National Intelligence apparatus, and certainly works in the home improvement industry: “Never Stop Improving.”
In my opinion, we should write a thank you card to Tom Lamb, senior VP marketing and advertising for Lowe’s.
For one thing, Lowe’s new campaign — it launched Sept. 19 — spreads the message for continuous home improvement to a mass consumer audience. If you sell home improvement products for a living, you gotta like this effort.
But imagine if Lamb’s team created a television commercial, or series of commercials, that complements the message, and shows home improvement spending in a warm, engaging and emotional light? That’s exactly what Lowe’s has done.
And, in my opinion, they’re a nice improvement over previous Lowe’s TV commercials. It may sound like a sacrilege to the big blue’s competitors, but if you want to do a little something to boost the home improvement industry, put the link to the YouTube video on your Facebook page. Or tweet it. We did.
Of course, Lowe’s isn’t the only company that deserves praise for its commercials. Ace’s weekend-themed commercials are extremely engaging. And Home Depot has for years lifted itself by raising the banner of home improvement on TV.
For Lowe’s, the message works on multiple levels, according to Lamb.
“ ‘Never Stop Improving’ is not just a tagline — it reflects our customer’s mind-set about their homes and their lives,” he said. Watching the commercials, consumers have felt “motivated,” “inspired,” “confident” and “energized.”
But more than that, Lamb said, the campaign is a “brand promise and our rallying cry for employees as we bring a continual stream of innovations to market over the next several years, like MyLowes.” MyLowes will soon be an online tool for consumers to manage their home products. It’s expected to launch next month.
The new Lowe’s campaign hits the air as the company’s comp-store performance trails its chief rival Home Depot. It comes at a time of unprecedented economic uncertainty. It comes as Wall Street is looking for signs from Mooresville, N.C., that the second largest home improvement retailer can extract results from its initiatives.
The “Never Stop Improving” campaign is a good start.
There is no monopoly on improvement. In this current issue, Fort Wayne, Ind.-based Do it Best Corp. — a company whose very name is a demanding slogan for improvement — shared some of its growth initiatives and some of its high-performing retailers as examples of “extreme growth.” And Mark Baker talks about improvements to the 80-year-old Orchard Supply Hardware.
“Never Stop Improving” is a mind-set that some of the best operators bring to their stores. It’s not a matter of national security. But it’s definitely serious business.
— Ken Clark
In my view, we must carve
In my view, we must carve down an appreciation card to Tom Lamb. However see if Lamb’s team formed a TV commercial that sets off the memo, and explains home development expenses in a warm, attractive and touching light? That’s precisely what Lowe’s has finished. I am currently researching on this topic as i am a student of McGraw University and it is a part of my research work.
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