Upstart superstores steal spotlight at NOPA - National Office Products Association, trade show, Atlanta, Georgia - Home Office Merchandising: Special Supplement

Discount Store News, Sept 23, 1991

Upstart Superstores Steal Spotlight at NOPA

Meeting in Atlanta in the midst of a National League West pennant race, superstores, catalogers and traditional office products retailers seem to have settled their own race for dominance of the office products industry.

Until now, the presence of the superstores has been an irritant to the established office dealers, but that era appears to be over. Superstores are now a fact of life, weaker independent dealers have already been pruned from the NOPA ranks, and the remaining dealers have adapted to the new economic order.

That seemed to be the consensus of exhibitors in Atlanta, most of whom now have developed programs for all three major channels of distribution. Vendors also reported that the shift of the show from Chicago to a yearly regional focus seemed to be successful.

"We met a lot of southern dealers that we'd never seen before," one reported. Traffic, at least for the first two days of the show, seemed to be up significantly over last year, although that may have been an optical illusion created by a smaller facility.

Virtually all superstores and most warehouse clubs were represented at this show, in contrast to last year's Chicago show. Vendors and retailers alike said that business conducted here indicates a healthy rebound for the industry.

Clearly, the ongoing computer renaissance in the mass market has had an effect on retail patterns. Vendors of computer peripherals and accessories had particularly strong shows. Printer ribbon and laser printer toner vendors (like Nu-Kote, Pelikan and Parana), diskette suppliers, and even lighting vendors like Acco all reported strong interest from superstore buyers.

One clear difference at this show, however, was a deaccentuation of recycled products. While suppliers who have managed to bring the price for recycled goods down to the level of virgin goods still did a good business in the category, those who charge a significant premium seem to be abandoning or at least downplaying the business.

Tops Business Forms was one vendor still firmly committed to recycled paper; it has lowered the price of all recycled goods to virgin levels, and has expanded its offerings. Esselte also beefed up its recycled program, and Stuart Hall added new lines of recycled goods, including boxes of bright-colored hanging folders that double as storage boxes, all made of 100% recycled fibers with at least 10% post-consumer waste. The plastic tabs on the folders are 100% post-consumer, fabricated from 2-liter soft drink bottles.

Fellowes has replaced its five leading Bankers Box storage sku's with 65% post-consumer waste versions to address the duplicate-inventory problem, and also tied in with the Global ReLeaf Campaign, planting a tree for every Bankers Box Liberty 11 and 12 and R-Kive 725 purchased between Oct. 1 and March 31, 1992. The company also introduced an anti-static and anti-radiation screen for computer terminals.

While the show was hardly awash in new products, there were enough to keep things interesting. Avery Dennison introduced a personal label printer that combines a thermal printer with computer software to create highly professional mailing labels at a low start-up cost (list $280). The unit plugs into any PC exactly like a standard printer and allows home offices and small businesses to produce adhesive labels in dozens of typefaces and print sizes.

The Acco group of companies came up with several new products, or new approaches to standards. The company's WilsonJones division is stressing D-ring bindery products, which have been dressed up with ergonomic plastic "triggers" for easy opening and closing, bright colors and 1,000 sheet capacity.

"The one-inch binders sell millions, but there's no money left in them," said director of marketing Gregory Carlson. "If retailers make a statement with D-rings, and educate consumers about the advantages of the product, they'll find both sales and profits will increase." Wal-Mart is reportedly testing the product, which sports a $40 list price, in its new home office departments.

WilsonJones also introduced a line of portable filing folders, meant to provide safe transport of documents between home and office. Each is water repellent, highly durable, and features an easy-open (but secure) velcro patch.

Acco introduced 10 sku's of personal lighting, all priced under $100. The advantage of the new line, a spokesman said, is that it allows office workers (and computer operators in particular) to adjust lighting to meet their own needs, thereby reducing eye strain. The line is also meant to take up little or no space; some attach underneath a keyboard, others attach easily to fabric partitions. The PL-13 bulbs in each duplicate natural sunlight and produce 60 watts of light on only 13 watts of power usage.

Acme United, which last year introduced rulers and scissors fabricated from recycled foam clam packs, introduced four sku's of office first aid kits, priced from $6 to $89. "Most business operators don't realize that they're required to have an emergency kit on hand," an Acme spokesman said. "The lower cost units would make great POP items."