FULLER BRUSH OPENS DOOR TO SELLING AT CHAINS

JOEL ELSON

OKLAHOMA CITY -- Homeland Stores here plans to roll out Fuller Brush household cleaning implements to some 30 additional stores.

The chain has had the program in four test stores since the fall of last year, and plans to expand it to about half of its 70 units once a new display fixture and header sign are ready, said Mike Meyer, director of general merchandise and health and beauty care.

Last spring Giant Eagle, Pittsburgh, expanded its Fuller Brush offerings chainwide to all 152 stores following a similar pilot phase of the limited selection line, said Dolores McConnaughy, vice president of national accounts for the Great Bend, Kan.-based manufacturer. So far sales from the supermarket chains "look promising," stated McConnaughy.

ShopKo Stores, Green Bay, Wis., is expected to run a four-store test of the Fuller merchandise next spring.

Retailers are given an exclusive on the items, which come with a lifetime guarantee and carry margins between 40% and 60%.

This is the first time Fuller has sought retail distribution of its brand. The 2,000-item Fuller Brush line has been sold direct to consumers through a door-to-door sales force since Alfred Fuller founded his company in 1906.

While direct sales are still the primary method of distribution, McConnaughy said "many people aren't at home as much, and more women are in the work force." Therefore, Fuller wants to increase recognition of its name especially for those under age 40 who are not as familiar with the product line as older shoppers.

Giant Eagle cut 18 Fuller Brush stick goods into 4 linear feet of space on the mop and broom rack at 70 stores. In addition, one or two facings of four cleaning chemicals -- aerosol glass cleaner, upholstery foam cleaner, rug cleaner and spot remover -- are merchandised in 145 Giant Eagle locations, according to Ron Gancas, president of Pittsburgh-based Mark V Enterprises, the manufacturer's sales and marketing firm. Giant Eagle had no comment. Pricing, according to Gancas, starts at $1.99 for a kitchen brush and goes up to $18 for a push broom. Best sellers include mops; toilet bowl swabs; and an upright, long-handle dustpan.

To alert shoppers to the brand this fall Giant Eagle offered an in-store coupon worth $2 off toward the purchase of Fuller products. In February Giant Eagle expects to mount another round of store-level couponing, but with $3 to $5 denominations, said Gancas.

"The idea behind the higher face value is to allow Giant Eagle to target a customer segment under age 40 who is less knowledgeable about Fuller Brushes. Its been a brand that's better known by older consumers," explained Gancas.

"The awareness level of the Fuller Brush name with people age 40 and above is probably 75%, but below that age is where you need to promote on radio and with coupons," he added.

To acquaint shoppers with other Fuller Brush items the retailers have posted the manufacturer's toll-free number at service counters for requesting a 40-page catalog or ordering products.

Giant Eagle slots Fuller Brush products in its warehouse while an outside distributor supplies Homeland, said Gancas.