Bauer Blends In-line and Hockey

At the end of 1996, Bauer USA introduced its first concept shop in order to merchandise both its ice hockey products and in-line skating equipment in one space. The shop debuted in Dick's Sporting Goods, West Springfield, Mass., about the same time that the manufacturer changed its name. Formerly known as Canstar, the company that made Bauer, Cooper, Mega, Micron, Flack and other brands, is now universally known as Bauer USA."As the market evolved, we saw a need to consolidate under one brand in order to get the best exposure," explains Bob Hunnewell, director of marketing for the Greenland, N.H.-based company. Both in-line and ice hockey have expanded in recent years, with interest in each sport feeding the other. "There are more players, more niche manufacturers and more [in-store] clutter in both categories," he says.Once the manufacturer had unified its names into one strong brand, says Hunnewell, "we felt the opportunity was ripe for a concept store and its related merchandising story."The Bauer concept shop presents a uniform image across the brand and offers a solution to merchandising such odd-shaped items as gloves, pants, elbow and shin guards and skates. "They're very difficult items to merchandise," says Hunnewell.A modular mix of walls, columns and bases allows flexibility in layout and function. "Bauer blue," frequent hockey references and a recurring logo tie together the various elements.The shop divides hockey from in-line with alternating silver and blue walls. In-line product, for both hockey and fitness, is showcased on silver walls made of mica laminated to wood. Ice product is displayed against blue walls that feature a photograph of scratched ice screened onto the front and back of plexiglass and laminated to wood. The two similar backdrops give a consistency to the overall shop while maintaining a separation for easier shopping identification.The 4-foot-by-8-foot wall panels are supported by 8-foot silver columns sunk into black bases in the shape of the Bauer logo. The columns also support 5-foot-by-4-foot freestanding dividers and work individually as 3-foot braces for waterfalls, t-stands and mannequins. Filled with sand, the bases weigh 65 pounds each and adequately support the whole shop system.Accessories attach to the wall via powder-coated steel pucks that screw into the walls on both the front and back sides at 10-inch intervals. On the front, the pucks hold straightouts, waterfalls, shelves and skate stands. On the back side, they work in the same way to hold four-color action shots laminated onto Sintra.In addition to the backdrops, the hockey theme is further enhanced with the use of the same rubber matting used on ice rink floors and folding stadium seats serving as fitting benches. The seats have been modified with wire baskets underneath for shoes and a Bauer logo on the sides. The logo also appears as a curved stool for sales associates to use.Convertible skate stands conceived of by AWW Canada and created by Medallion Associates Ltd., New York, contribute further flexibility to a compact system. A stand similar to a shoe shelf attaches to a puck on the wall and can be adjusted to accommodate both wheeled skates and bladed skates. A separate curved styrene backer sign attaches to the next puck above the stand.On the salesfloor, Bauer is experimenting with a new way to merchandise hockey sticks -- blade up. Two different fixtures, one with half the stock blade up and half blade down, are being tested. Those displays were also produced by Medallion.The skate stands and stick displays, as well as units showing gloves, guards and helmets will also be used in stores that do not have the concept shop. "All of these materials will be adapted to work with slat or peg structures within stores," says Hunnewell. Beginning with the current in-line skating season and the June ice hockey season, all existing Bauer point-of-purchase materials will be replaced in all stores with items from the concept shop.Bauer hopes to establish concept shops in as many as 10 stores in 1997, including Wayne Gretzky's Roller Hockey Center in Irvine, Calif., as well as in Perani's Hockey Shop in Detroit and Oshman's Mall of America store in Minneapolis. At 16-feet-by-16-feet, "it's a fairly large commitment of space" says Hunnewell, who expects only prestige accounts that carry both in-line and ice product to set up the shop. The first year's shops are going in at Bauer's expense, he says, with future stores possibly available on a co-op basis."The concept shop has already had some effect on sales because of the store traffic it's generated," Hunnewell notes. By grouping all Bauer offerings in one area, "it looks like we have more product, better presentation and greater brand image," he says. The new format "gives the consumer a better understanding of what Bauer's all about.""We believe we're the first ones to attempt a concept like this in our channel and in our trade," Hunnewell adds. "Retailers do this all the time with [brands like] Nike and Timberland, but for a hockey manufacturer this is truly a step forward."

P2PI MEMBERS

JOIN P2PI

You May Also Like

Hall of Fame Profile: Stephen Bettencourt

Claire's SKUs Roll Out to Walgreens