By Sarah Zimmerman
SPARTANSBURG, PA.—Clear Lake Living, the furnishings division of Clear Lake Lumber, hosted nearly 30 dealer partners June 26 for its inaugural mill tour here. With the addition of its flooring program—which premiered at this year’s Surfaces— the company hired 13 territory managers, launched its first World Passages flooring display, kicked off its QuickShip program and focused on finding a select group of retail partners across the nation to fill its mid to high-end niche.

Mark Brown, CEO of Clear Lake Lumber, welcomed the company’s flooring partners saying, “Clear Lake is a very customer-oriented company, and we’re trying to convey the values we’ve had as a lumber company for 35 years into flooring. We’re excited about the direction our company is going and to be working with you, front-line dealers.”

And visitors were quite impressed with the Clear Lake manufacturing plant, noting cleanliness, environmental consciousness and advanced technology as highlights.

The mill collects lumber from its own timber base— 20%—and land within a 200- mile radius of the site. It also utilizes 100% of the log from the bark to the planks to even the sawdust. “Our motto is ‘From the forest to the floor,’” said Dick Hasbrouck, product manager—and tour guide— who noted a few reasons for Clear Lake’s premier product offering: “Species such as red oak and cherry are unique to the region, we monitor the process from start to finish, we utilize the upper 10% of mill technology, and we run it at a slower, more controlled pace.”

The facility tour, explained Keith Wiethe, director of sales and marketing for Clear Lake Living, is a way to build and strengthen the company’s relationship with its dealer partners. “We’re focused on having a real, long-term relationship with our retailers, providing them with innovative products and programs that we stand behind 100%.”

Mike Johnson, vice president, added to that, saying education and sharing the mill early in the process helps get business going. “People appreciate being at the beginning of this upstart. Dealers really get to know us and leave with a story to tell. And, that adds value to their customers, which is a good investment for everyone.”

And that’s just what the company is doing, providing dealers with a “three-legged stool” comprised of a unique product offering, advanced IT systems and innovative logistics.

Wiethe explained, “We looked at what we did best—vertically manufacture— and we decided to control our own destiny by partnering with outside logistics and technology sources to provide the best package possible.”

Part of that package is Clear Lake’s new 24-hour QuickShip program, which allows retailers to receive an order within 24 hours if it’s placed by 1 p.m. This makes it easy to order by the job and not tie up inventory. And, an added benefit for dealers, especially as fuel prices skyrocket: Freight is included in the price of Clear Lake’s products and will not be increasing until 2009 at the earliest.

Facilitating the process even more is the company’s new IT program, which links manufacturing and logistics all through a Web- based system. “Dealers can log on, shop, order and process all through the Web—from raw materials to packing slips to shipping,” said Heather Kivett, operations manager. “It seamlessly links you to every part of the ordering process and is integral to the 24-hour QuickShip program.” She added that Clear Lake is continually working to update and enhance its technology and will be adding a visualization tool to the site in the near future.

In addition to its three-part support system, Clear Lake sets itself apart from the competition with enhanced offerings: exact-match moldings, authentic Amish-handscraped products and new ClearShield Finish—three times harder and eight times more scratch resistant than its original finish.

Dealers’ delights

Clear Lake has been investing ample time and money in the progress of its flooring launch and success. And, it’s starting to pay off.

John Waffi of NoVa Floors in Sterling, Va., said Clear Lake has a great program that really fits his niche. “The company offers high-end, well-made products with fast and easy shipping. Not to mention the prices alone set it apart from the competition.”

Mark Godwin of Zaux-Godwin Hardwood Flooring in Solana Beach, Calif., agreed Clear Lake stands out in its market. “It is unique because it maintains the chain of custody the whole way through—from lumber to finished product. Clear Lake should really capitalize on this and its green attributes more.” He also pointed to the company’s unique offerings— Amish handscraped, 24-hour direct shipping, nano technology, advanced web system and exactmatch moldings—as additional ways it differentiates itself.

Johnson said, in the end, mutual profitability is Clear Lake Living’s goal with its dealer partners. He noted a few key elements he thinks will help these relationships blossom and prosper: turning inventory, no strip oak, moldings, entire flooring systems and definitive market separation.

“We’re very happy with our program’s progression thus far and are excited to move forward with it and our dealers. We want our partners to look back a couple years from now and say ‘Wow!’”