Keeping all those people on the same page is a major undertaking and is a central focus for the company as it pursues its national positioning strategy and aggressive growth goals. Safety products are front and center in the newly relocated greater Chicago store, displayed by category for easy browsing with harnesses in one area, jackets and gloves in another. On the horizon is an entry into the Northeast with branches in Newark, N.J. White Cap’s outside sales force alone numbers more than 400 professionals.
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White Cap itself employs nearly 2,700 people in 133 stores in 29 states, plus three distribution centers, in Sacramento, Dallas and Atlanta. its largest customer is the Home Depot itself. Describing Crown as a smaller division is a relative term - Crown is one of the largest retail consumer hardware suppliers in the U.S. Rounding out HD Supply’s smaller divisions are Crown Bolt and HD Supply Canada.
HD Supply’s four smaller divisions include California-based Repair and Remodel, which supplies home improvement products and building materials to remodeling contractors, tradesmen and DIYers and Creative Touch Interiors (CTI), which supplies flooring, cabinets, counter tops, window coverings and design services for residential and The other “big four” businesses are Waterworks, Facilities Maintenance and Power Solutions (the combined utilities and electrical supply). White Cap is one of HD Supply’s four largest divisions. The company is hitting the comeback trail with a vengeance. That figure is down significantly from the $9.8 billion HD Supply reported in 2007, but the company has also recently reported eight consecutive quarters of growth. Last year, HD Supply’s revenues hit $7 billion. HD Supply’s eight divisions employs some 14,000 professionals in 640 locations across 45 states and nine Canadian provinces. Sign design, color schemes and fonts are consistent throughout the store - and from one store to the next as the company moves to a standardized visual presentation. In White Cap’s greater Chicago branch, each display is capped with easy-to-read bilingual signage. With specialty construction supplies, that means White Cap. It’s a huge pie and HD Supply aims to be number one in each of its markets.
With seven lines of business and a Canadian operation ranging from contractor supplies to waterworks, MRO and utilities/electrical supply, HD Supply spans the construction and industrial landscape of America. It’s all about consumer awareness, which is what White Cap is seeking to capture at every level of the construction and industrial markets. Positioning and remerchandising its stores is one element of the company’s comprehensive master plan to capture the largest possible share of purchasing dollars in its markets. It’s all according to plan - the reset program is designed to create a more aligned look and feel across White Cap stores, a more uniform experience for customers and - not incidentally - a more standardized line card across the company.
Some stores, such as the branch in greater Chicago, Ill., have also moved to higher-traffic locations to attract more walk-in contractor customers. Everywhere your eye falls, product is logically displayed, clearly signed and within easy reach. The new showrooms are clean and welcoming with a pleasing, clutter-free abundance of inventory. Over the last year, the company has spent more than $5 million remerchandising nearly 70 of its 133 stores, installing new fixtures and signage, and bringing in new product in key categories. If you haven’t visited a White Cap store recently, you may be in for a surprise. John Stegeman, (L), president of White Cap Construction Supply and Joe DeAngelo (R), CEO of HD Supply, have an ambitious visionįor their companies and a solid plan to back it up.
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