Burg-Wachter Makes U.S. Debut

Charlotte, N.C. -- Germany-based Burg-Wachter KG is introducing its line of padlocks, cash boxes and safes to the U.S. with an extensive assortment of high-end displays. The security line and accompanying displays were unveiled at the National Hardware Show in Chicago in August."Our products tend to be a mid- to upper-end line of products," says Dwight Boyer, managing director of North America. "Therefore, the display fixtures are constructed to be superior in durability and in appearance. As a result, our displays tend to be expensive."Boyer says that an average display can cost as much as $200. The steel, plastic and wood displays are provided to retailers free. Production of displays will remain in Germany and units will be shipped from overseas.According to Boyer, locks and other small hardware items aren't typically merchandised with a complete display. The company is taking advantage of that by designing displays that highlight the often overlooked products. "Not as many people are going to the trouble and expense that they did 20 to 25 years ago," he says. "For small hardware stores, the type of displays that we have is pretty unusual. Part of our logic is to have something that differentiates us in the mind of the consumer."Among the many displays that will be shipped to TrueValue, Ace Hardware and other retail lock stores is the Atlantic Shop 2000, which showcases two locks completely submerged in a tube filled with water. The idea is to illustrate the durability of the locks and the fact that they are water-resistant."We introduced it in Europe about this time last year," says Boyer. "Retailers like the display. Since the locks are under water, consumers can easily get the idea that the locks are water-resistant without a lot of copy."Another top-selling display in Europe that will now be available in the U.S. is the Test Center display. This unit features columns of padlocks with different features at various price points. When consumers press buttons placed next to each of the locks, a panel displays features of the product, such as double-locking functions and all-brass construction. This not only gives the consumer more information, it also increases the likelihood of up-selling them to a more expensive product since the panels clarify quality differences in the locks.On top of that, retailers like the display. "It gives the dealer an added value because it provides a greater prospect for selling more product because everything is explained," says Boyer.The company is currently organizing distribution channels and has proposals placed at Lowe's stores and the Do It Best chain. "The prospect of us doing business with Home Depot in the near future is probably remote," says Boyer. "We're new here. It's a process. Obviously, we'd love to sell to them, but we're probably a year away from that."

Burg-Wachter Makes U.S. Debut

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