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SHOWROOM STRATEGIES: Ganahl Lumber Company

Q: What is unique about the Pasadena showroom?

A: This showroom is open seven days a week to encourage professionals and homeowners to visit and get inspired for their projects.

Q: When you opened the Pasadena location, you chose not to add new brands or take away older brands. Why?

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A: That’s correct. We want to maintain a consistent company-wide offering at all our locations, so we stick with the same valued vendors. These companies are our strategic partners in so many ways.

Q: Who are some of your key suppliers for the showroom?

A: We focus a lot on doors and windows at this location. We’re fortunate to have major suppliers involved including Andersen, Marvin, Jeld-Wen, Therma-Tru, LaCantina, Milgard and Western Window.

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Q: This past July you ran a special “Doors on Tour” at the showroom. How did that work out?

A: The “Doors on Tour” was a great idea that Therma-Tru worked on with us. There was a trailer of doors at the Pasadena location for 60 days and special discounts were offered. This gave a “limited time” feel to the promotion and really helps get our area excited about fiberglass doors. Once the “tour” was over, the trailer of doors moved on to our Anaheim location for a continuation of the promotion. Sales are up at both locations as a result of this unique special activity.

Q: What was one of the most important goals in opening this location for Ganahl Lumber?

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A: While we provide high visibility to all our key vendors in our showroom through working product models in vignettes, we chose to lead with the manufacturers who offer the most architecturally relevant designs for the Pasadena area. By focusing on the very specific design styles and needs for Pasadena, we’ve been able to make a major impact in this marketplace.

Q: What has been the result of being in the Pasadena market?

A: Since this was a new market for Ganahl Lumber, it’s taken about a year to become established in this location. After our first full fiscal year in Pasadena, door and window sales grew 60% year-over-year, which shows that we can have a major impact in this marketplace.

Q: What tips would you give another dealer thinking of adding or redoing their showroom?

A: First of all, a well-designed and aesthetically pleasing showroom design is important. However, hospitality and a welltrained staff of professionals are equally important to your success.

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