Mass clicks with Web for storage solutions - Storage Update

DSN Retailing Today, April 21, 2003 by Mike Duff

Target and other discounters are developing more elaborate home storage assortments, using e-commerce to supplement what's in stores. Target now provides a range of new, more stylish storage solutions for consumers who don't want to rely on the kinds of plastic products traditionally found in mass market.

On its Web site, Target features the Closits Modular Furniture System from Sauder Woodworking, a system assembled from nine interchangeable and interlocking pieces. By offering different interchangeable pieces, Closits helps consumers make awkward spaces more functional whether for hanging clothes, shoes, sweaters and toys, the retailer stated.

Closits was developed by Sauder Woodworking in conjunction with Lynette Jennings, author and host of the Discovery Channel's "Lynette Jennings Design" show. Naturally, given its track record regarding new product lines over the past few years, Target certainly doesn't mind her notoriety.

Jennings worked with Sauder to develop two systems. QBits, which Target also sells, is a modular system that can be used in closets, but also can be used to build storage furniture that houses books, electronics and other elements.

Closits is more. specifically directed and includes cubes and cabinets, drawers with metal runners and metal rods and shelves. The various parts were crafted for quick and easy installation that requires no cutting, drilling, anchoring or wail repair Assembly is required and each piece is sold separately with component prices ranging from $24.99 to $69.99 on the Target Web site.

Susan Dountas, vp of merchandising at Sander Woodworking, said working with Lynette Jennings provided the manufacturer with input that helped it provide systems that met a tremendous number of storage needs. "The cube configuration is easy to work with and based on the dimensions of a home," she said. Such systems as QBits and Closits also represent an evolution at the mass market from storage that's based on simple functionality to storage based on creativity and style in addition to utility.

Modularity--and the flexibility it affords--is being built in to product from a growing range of manufacturers. "People want pieces and parts they can put together for their own needs," said Ken Butler, a Rubbermaid spokeswoman.

Kmart features a broad array of Martha Stewart Everyday closet storage on its Web site, an assortment that exceeds what typically is available in its stores. Excluding hangers, closet organization price points range from $4.99 for an expandable hardwood rack to $59.99 for a "heavy duty" garment rack. While the assortment is central, it doesn't necessarily denote a SKU expansion. "MSE Keeping is still our big exclusive storage and organization collection at Kmart," said Abigail Jacobs, a spokeswoman. "There have been a few products added and pulled since the launch, but nothing that significant."

Yet, in storage, Kmart isn't dependent on MSE, and in fact, has greater flexibility in many critical areas on line. "Because our Web site is run by an outside company, Global Commerce, not all of the products available on our site are Kmart products," said Jacobs. "We share warehouse space and therefore, in some categories, inventory with Global. The online space allows us to offer a wider breadth of product in most categories including storage and furniture."

RELATED ARTICLE: Specialists stake out their own territories.

Home specialists and import-oriented retailers have helped expand the home storage category at the mass market by producing stylish alternatives to plastic.

The specialists, for example, have helped push canvas and other kinds of cloth storage as a utilitarian yet attractive substitute for the very expensive or very plastic storage solutions that the marketplace once offered.

"One trend we see in the marketplace is different materials being used in nontraditional ways," said Rubbermaid spokeswoman Ken Butler. "Wicker is being used in more than baskets."

Import-oriented retailers such as Pier 1 and Cost Plus World Market may have popularized them, but, increasingly, a variety of retailers have adopted the stylish looking, yet relatively inexpensive products, to a variety of uses.

More specialized home retailers often provide storage for other products they sell. Cost Plus, which sells wine and assorted beverages and snacks, offers extensive wine storage, including metal and wooden racks with prices ranging from $19.99 to $299.99.