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DEALER PROFILE: Leave the Light On



When customers arrive at the Petaluma store, they’re greeted by four “living walls” of plants that anchor the storefront and nursery entrance—a testimony of the company’s support for sustainability and natural beauty. Throughout the massive store, displays and oversized graphics energize the space, guiding customers to products and sharing the story of the company’s history. The 4,500-sq. ft. Kitchen and Bath Design Center occupying the second floor creates an intimate setting, while the Doors and Windows showroom showcases top brands for customers to shop comfortably.

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The new location also includes an Expressyard On Display, a convenient option enabling customers to shop yard products while remaining inside the store. Adding to Friedman’s productivity is its Auto-Stak Lumber Rack System, which allows for broader product selection while maximizing efficient use of space.

As green building becomes a standard in the industry—more specifically in California—the Petaluma store is California Green Certified, and has a Building Automation System that seeks maximum efficiency by regulating and monitoring lighting and HVAC. On top of many other green building elements, such as installed solar panels at its Sonoma location, the company says that it has always strived to be environmentally conscious, not only about its own building practices, but also the selection of products it delivers to its customers.

“We provide the best alternatives to our customers so they can make the most qualified choice,” Bill adds.

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On the Horizon

 When the Petaluma store opened in May, more than 900 guests were invited to witness the emotional grand opening for the Friedman family. Throughout Friedman’s 68 years in business, the company has developed a strong, loyal customer base through its advertising, social media and community presence.

The business connects with its customers through radio, print, direct mail and email blasts, as well as an array of community outreach programs. While Friedman’s is active in its local builders and remodelers associations, it also supports many non-profit groups and embraces opportunities to give back for the simple reason that without the community’s support, the business would not be where it is today.

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Future aspirations for the company remain centralized on what is already in front of them: a loyal customer base, a solid team and a state-of-the-art, innovative location, combined with three already-thriving stores.

“Our focus right now is to continually refine all locations, but we are always open for opportunities that are out there; we’re always looking,” Barry explains.

Friedman’s says that it will continue to improve its customers’ experiences by taking practices that work well in the Petaluma location and implementing them into existing stores.

“In an industry where everyone sells the same hammer, what sets us apart is our family, our traditions, and our team,” Bill says. “We are giving the customer something personal. To me, that’s a strength no one else can offer.”

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