Orgill pushes regional preferences at fall market
Orgill held its fall market at McCormick Place in Chicago Aug. 14 to 16, emphasizing regional product assortments, green-friendly products and the expanding global sourcing category.
“We have regionalized our approach, focusing on regional assortments -- whether it’s about code, regulations for local professionals or local preferences,” said Orgill CEO Ron Beal. “Be unique in your market. If that’s our mantra, we have to back it up.”
For instance, Stiletto hammers and Red Hot Blue Glue are very popular in California, but some customers in the Northeast and Midwest might hardly be aware of them. “We may only stock those products in the West Coast distribution center,” Beal said.
The Memphis-based distributor also emphasized niche programs that allow its variety of home center, hardware store and LBM customers to find new sources of revenue in a down market. ProSource, for example, has very focused assortments in framing, drywall, roofing and other categories aimed at the professional market.
“The ProSource set is really a wonderful asset to us. It helps people get into other categories and sell to pro customers so they don’t go to another place down the street,” said Brett Hammers, Orgill’s vp-marketing. “It helps them become a destination for that category.”
The impulse item and green friendly programs were also expanded for the market -- the latter now including 1,400 product skus as well as POP kits and other supporting materials. Orgill’s rental department has also become more popular with hardware retailers, Hammers said. “Again, in a down market, you can go into this program immediately and get a leg up on the competition”