The New York Times personal shopper, Marianne Rohrlich, published a spread on closet organization last week. Marianne's picks could help home owners finally 'get organized', and gave suggestions for new items that could update a closet and make it more efficient. Choices ranged from a $20 mini dehumidifier to eliminate mildew in warm weather, to a contemporary ebony armoir with glass feet and brass fittings, starting at $23,645.
While retail news has been filled with reports of flat or negative same store sales, Sears offering to buy out Restoration Hardware, Bombay Company filing chapter 11 and mall vacancies galore, The Container Store says it's expansion plans are on track. The 42 store chain does an estimated $650 million in annual sales, is expanding it's e-commerce division to Canada, has added categories in Elfa shelving and drawer systems, and continues to open new stores, including Little Rock, Scottsdale, Minneapolis and Cincinatti this year.
What does this tell us, and why does it matter to your design center? Basically, Americans have too much stuff. The closet organization and home storage categories are big opportunities for selling options and upgrades in your design center.
According to a Louisville Magazine Article by Donna Russell, an average California Closet customer owns 50 pairs of shoes. Cheryl Meyer, of California Closets says "You have to have over 200 pairs to be in the "I have a lot of shoes' club".
It is important to note (like many categories) that aesthetics are becoming increasingly important in the closet organization industry.
Here are some questions to ask your customers about lifestyle, clothing, home and garage storage, to allow them to see the personal benefits of upgraded organization from your design center. Review these with design center staff, or consider posting on your website or including in a packet you give to new home purchasers prior to their design center appointment.
How many pairs of shoes do you own?
Do you travel to different climates within the same season, requiring several seasons of clothing to be available to you easily?
Do you prefer to change clothes in the closet / dressing area? (an increasing trend in 2 income households, requiring a dresser type storage in the closet)
Do you travel frequently for work (need luggage storage areas and unpacking area)
Where will you store sentimental items (wedding gowns, keepsakes)
Do you take a lot of pictures?
Do you collect anything?
What crafts or activities do you do?
Where do you plan to store all of your sports gear/ yoga mat, etc. ?
Where do you plan to keep your pet's things?
Are you a person who likes to 'stock up' on groceries or other items if you find a good deal?
Do you like wine? Where do you currently store it?
Contact your closet and organization manufacturers to come to your design center for a special seminar event, and invite prospective home buyers, and recent home purchasers. You could even advertise in the calender section to the general public. (Usually a free listing in the local paper).
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