GLEN'S MARKETS IS UPGRADING ITS KITCHEN GADGETS SECTIONS

JOEL ELSON

GAYLORD, Mich. -- Glen's Markets is setting its gadget section chainwide this spring in a new schematic that features greater variety and upgraded kitchen tools.

One reason for the remerchandising of this housewares segment is the "growing popularity of ethnic foods, which helps fuel consumer demand for new and upscaled cooking implements," said Jim Paterni, director of general merchandise.

"People are preparing different kinds of foods from scratch in Chinese and Mexican recipes. One example is cheese graters for Parmesan cheese and other things people never used before," he added.

The increased focus on how nutrition and diet contribute toward better health also may contribute to shopper demand for wider varieties of kitchen gadgets, Paterni said.

The 24-store chain based here is introducing wider styling in upgraded selections "for people looking for better quality kitchen gadgets that last longer and have better styling," Paterni added.

About 36 new chrome-finish gadgets with slightly higher price points will be added to the mix. Paterni doesn't anticipate these items will cut into sales of everyday gadgets.

The retailer will merchandise the everyday, lower-priced products in a 16-foot pegged housewares section of which 12 feet are devoted to gadgets.

Even with items containing higher price points, Glen's gadgets prices will top out at $5. "Although if there's a demand for products at higher retails, we will bring them in," said Paterni.

To draw attention to the remerchandised section, Glen's plans to promote the department aggressively. "We'll probably start it off by running the category in ads featuring 20% off regular retails to make it more attractive."

Paterni maintains there is potential business out there for gadgets. "Right now it's a toss between the supermarket and the mass merchandiser [as to where shopper will buy their kitchen gadgets], and that's why we need to concentrate on this area more," Paterni added.