J.H. HARVEY REVAMPS NONFOOD OFFERINGS

JOEL ELSON

NASHVILLE, Ga. -- J.H. Harvey Co. here is remerchandising housewares and cosmetics to stimulate 20% higher nonfood sales annually.

Kitchen gadgets, cookware, bakeware and plasticware are being revamped into uniform sets. "We wanted to make sure there is a product mix of better selling items," said Wyman Butler, director, nonfood merchandising. General merchandise and health and beauty care currently account for about 4.5% of total store sales.

The chain is thinning out about 25% of its kitchen gadgets, cookware, bakeware and plasticware mix. As part of the effort, slower-turning items are being replaced with faster-selling ones. In food storage, for example, new colors, such as teal, and new styles, like gripper tops, have been added. The remerchandised sets are expected to be completed by fall.

Additionally, to bolster impulse sales of kitchen gadgets and implements, Harvey will integrate its 4- to 20-foot gadgets and tool sections into grocery aisles. The remerchandising program comes on the heels of a similar one completed in cosmetics last month, when 4- to 20-foot departments were recasted into uniform sets.

Like the most recent campaign, new lines have been introduced. In nail care, for instance, a new Fingers nail line debuted.

Along with Maybelline and Cover Girl, cosmetic departments offer Wet and Wild, a value line. However, a second value line, Artmatic, has been dropped. "We didn't see any purpose in carrying two value lines," Butler added. Although stores have a lot of cosmetic items available to select from, the mix features more popular brands. In other news, over the last six months about 10 stores have added a bath and body section that is stocked with about 150 items.

More items may be added "if sales growth continues," Butler said.

To free up space for the sections, Harvey has relocated 12 feet of hair accessories in brushes and combs from cosmetic gondolas to near or within the 20-foot shampoo, conditioner and hair spray department. At some stores, cosmetics has been trimmed from 20 feet to 16 feet to accommodate the new bath and body offerings.

"Bath and body is doing well. Women are just going crazy over it," Butler said. "People have been going to bath stores in malls and department stores for these products. They can now find them in a supermarket for a lot less money." The top retail in bath and body items at J.H. Harvey is $5. The chain carries boar bristle brushes, assorted sponges and loofahs, and has added the San Francisco line of bath gels and other bath and body soaps.

Millbrook Distribution Services, Harrison, Ark., supplies the chain with nonfood merchandise in a cross-docking arrangement.