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Carving a Niche
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Carving a Niche? Rockler Woodworking and Hardware Has the Tools Ever ponder what to give someone who has everything? Want to give a gift that will never be returned? Want the perfect gift for family, friends, pets, and in-laws not to mention the broker who screwed up your last deal? Rockler Woodworking and Hardware has the answer: A "Do-It-Yourself Coffins" book, as well as all the supporting hardware and plans you’ll need to build caskets for yourself, the folks, the kids and yes, even Fido. It might just be the best thing since Do-It-Yourself Brain Surgery, and is certainly a worthy sequel. What woodworker would not want to build a coffin that is simply drop-dead beautiful? The unvarnished truth is that Rockler is serious about tools, hardware and woodworking. The coffin plans, hardware and book are real items in their catalog, but certainly not the focal point in the company’s vast repertoire of quality tools and supplies for the woodworker. Formerly The Woodworkers’ Store, the company was founded in 1954 by Norton "Nordy" Rockler in Minneapolis, Minnesota as the Woodworkers Supply Company, one of the first mail order woodworking companies in the nation. The first catalogs featured specialty wood veneers and a variety of hardware. The original catalog continues to expand and is currently mailed to millions of customers throughout the world. It features everything for the woodworker and do-it-yourselfers from knobs and pulls to routers and table saws. In 1969, Nordy’s daughter, Ann, joined the company and in 1974 became president. Ann executed a new marketing strategy, based on the principles of direct marketing, that fueled the company’s growth for the next two decades. The company has grown from 15 employees to over 300. A full-featured online version of the catalog is on the Internet at http://www.rockler.com In 1977 the first retail store was opened in Minneapolis, and the company began doing business as "The Woodworkers’ Store." Since that time the company has opened 21 retail stores in Arizona (Phoenix); California (Orange and San Diego); Colorado (Denver); Illinois (Chicago); Indiana; Massachusetts (Boston); Michigan (Detroit); Minnesota (4 stores in Minneapolis/ St.Paul area); Missouri (St. Louis); New York (Buffalo); Ohio (Cincinnati, Cleveland, Columbus); Oregon (Portland); Washington ( 2 stores in Seattle area); and Wisconsin (Milwaukee). In August 1998 "The Woodworkers’ Store" changed the name of its retail and catalog operations to "Rockler Woodworking and Hardware." The stores are very interactive and have become destinations that customers will travel to reach, because of their extensive line of hard-to-find hardware and accessories. A privately owned company, Rockler Woodworking and Hardware reports annual revenues of $50 million. The company’s future plans call for 10 to 15 new openings during 1999-2000, then 10 per year scouting nationwide for sites. Dennis Simon, manager of store development, says that this concept is "very compatible to any center that has regional flavor." Freestanding and strips that fit this description are the most suitable. Other specialty stores, entertainment, and big box are acceptable co-tenants. One store in Cincinnati is sub-leased in a Michael’s Arts and Crafts. Freeway access is a very important part of site selection, since their customers travel distances to shop at Rockler. A typical store is 5,000 square feet, lease specifics are negotiable. Mailed site submittal is preferred, include
site package. Mail to Dennis Simon, Rockler Woodworking and Hardware, 4365 Willow Drive,
Medina, Minnesota, 55340, 612-478-8200, |