Knape & Vogt Puts Lumber Lok System on Display

Executives at Knape & Vogt Manufacturing Co. decided the best way to help home-center customers visualize how its new lumber-based shelving system works was quite simple. Creating a display by using the system was the key."Lumber Lok is a new concept for a shelving system, and it has to be communicated to the consumer," explains Lawrence J. Dechter, brand manager for consumer products at the Skokie, Ill.-based firm, which makes a variety of shelving systems. The product consists of galvanized steel rails that lock onto four-pronged shelf brackets. This hardware fits onto separately purchased 2-feet-by-4-feet pieces of lumber and particleboard sheets to create shelves of any width, height and depth. Each shelf can hold a capacity of up to 2,000 pounds."The real beauty of Lumber Lok lies in its flexibility," Dechter says. Not only can it fill any space the consumer wants to create, but the entire product line consists of only three kits: a four-shelf kit of pieces; an add-a-shelf component kit of shelving brackets; and a workbench kit to create that specific project.The display stands 2 feet wide by 5 feet high by 2 feet deep. It features a pegboard backing so the small add-a-shelf packages can be pegged to the display. It ships disassembled in a box but can be assembled quickly, Dechter says. The merchandiser comes with an order of 18 kits, consisting of six of each type. It also includes an 18-by-24-inch header proclaiming the name and showing a variety of uses for the product in four-color photos. A six-page pocket brochure is also available to explain the system and offer examples.The small size of the merchandiser allows retailers to cross-merchandise the product both where lumber is sold and in the storage department, Dechter explains. It was designed in-house, with header cards and packaging created by Loren Allan Odioso Inc. of Cincinnati.The display rolled out with the products in September and was first introduced to the trade at the National Hardware Show in August. The concept received excellent feedback, Dechter says. "We've received a lot of good comments about the product as well as for the display," he says. "It really gives the customer a chance to see how sturdy and flexible the system is and how easily it can be put together."The Home Quarters warehouse home center chain of 43 stores was among the first to pick up the line, according to Dechter.

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