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Hendricks Lumber Events Build Brand Dedication

Hendricks Lumber in Hendricks, Minnesota, has gone all in with its stock of power and hand tools, carrying a huge selection of Dewalt products. As customers enter the store, they’re greeted with a sea of black and yellow and a wide variety of Dewalt power, hand and outdoor tools and accessories. 

Lisa Gilbertson, hardware manager at Hendricks Lumber, says the self-named “Dewalt Cave” has been around for about 10 years. It has been successful in drawing in customers, and showing those customers everything the store carries in the Dewalt line. 

The Dewalt Cave receives extra attention during the month of December and the annual Dewalt Days event, which takes place the first Thursday in December. 

“When our Dewalt Days event comes around, we expand the Dewalt Cave and make room for additional merchandise,” Gilbertson says. 

Mark Pederson, assistant manager at Hendricks, says Dewalt Days started as a contractor’s day and grew into the public event it is today.

“It’s a great time for customers to come shop the Dewalt Cave,” says Pederson. “During the event, we offer big sales and specials and have giveaways and food for customers to enjoy after-hours.” 

When it comes to merchandising the cave, the store utilizes traditional gondolas, and displays some of the larger items out of the box so customers can better see the item. 

“We mainly just go with the suggestions from United when we do any merchandising and use what they suggest for displays,” says Gilbertson. “We use all the signage they provide too.” 

Along with tools, the cave also includes yellow and black gear like Dewalt coolers and travel mugs, helping boost add-on sales.

About Lindsey Thompson

Lindsey joined the NHPA staff in 2021 as an associate editor for Hardware Retailing magazine. A native of Ohio, Lindsey earned a B.S. in journalism and minors in business and sociology from Ohio University. She loves spending time with her husband, two kids, two cats and one dog, as well as doing DIY projects around the house, going to concerts, boating and cheering on the Cleveland Indians.

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