New York retailer tries outdoor outfitters niche on for size

Hardware Retailing, Sept, 2009

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It was a love for camping and hiking that first got Bart and Diana Tyler thinking about adding an outdoor outfitters area to their 6,000-square-foot hardware store, Kelloggs & Lawrence, in Katonah, N.Y. Soon they found themselves fully immersed in the niche, visiting scout groups and other outdoor-enthusiast clubs to promote the department.

The Tylers devoted 1,500 square feet to products ranging from camping, hiking and active outdoor sports gear such as back packs, tents, stoves and of course, apparel.

"Despite the economy affecting some of the other areas of our store, the outdoor outfitters niche is following the business plan accordingly," says Bart.

The department is new for Kelloggs & Lawrence, and the Tylers say they have learned a lot about the niche since its inception. Read on for some of their tips.

Lessons from the Tylers on Implementing Outdoor Outfitters Department:

* Plenty of Lead Time: An outfitting niche is very different than hardlines when it comes to ordering. Bart says it is not uncommon for clothing retailers to buy a year out.

* Think Comfort: Outdoor enthusiasts are all about lightweight and comfortable. Of course fashion and trends are important in this area, but make sure the clothing reflects active and durable lifestyles.

* Research your Customer Base: When it comes to what will sell in this niche, it's important to look to the customers. For example: a university town may demand more fashion-forward selections, where Kelloggs & Lawrence customers are more apt to choose traditional selections, says Bart.

* The Limits of Green: The Tylers stock a large selection of environmentally-friendly, fair-trade products, including clothing made from bamboo and soy. Although Bart describes a cinergy between eco-friendly products and the outdoor lifestyle, he says look and feel will dominate the purchasing decision over green-friendly products. If you can find products that offer both, you'll be in a great position.

* Brighten Up: Color scheme and lighting are critical to any clothing department. Customers need to be able to see the authenticity of the color and quality of the product. The Tylers switched from harsh fluorescent to track lighting.

* Bring it Down a Level: Keep merchandise stocked on low shelves for comfortable browsing.

* Dressing Room a Must: For convenience, a dressing room is a must for any clothing niche.

* Returns: Returns are tricky with clothing; require tags attached. Unlike hardlines, which can be repackage and retagged, once the tag comes off clothing, it immediately goes down in value even if it has never been worn.

* Stock High-Quality Products vs. Discount: There will be plenty of places around you to get discounted clothing; focus on quality and customer service.

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A successful outfitters niche includes a low, well-lit area complete with a dressing room and high-quality clothing as the Tylers did in their store.