Bricks & Clicks -Smith Hawkin
Company Background
"Smith & Hawken is the premier authority in outdoor living, dedicated to providing products distinguished by authenticity, style and above all, fine craftsmanship" (Smith & Hawken, 2007). The channels used by Smith & Hawken include catalog, retail, and the internet. Dave Smith and Paul Hawken started in 1979 as a mail order company, providing a means for the consumer to obtain high-quality garden tools. In 1982, Smith & Hawken's first retail location opened in Mill Valley, California. Today their products are sold at 61 retail stores located in 23 states and through its catalog, Internet site and select high-end independent garden centers (Lee, 2006).
The Scotts Miracle-Gro Company acquired Smith & Hawken back in late 2004. With the infusion of new capital, resources, and business strategies have resulted in some significant changes for Smith and Hawken's division. Three new redesigned stores opened in 2006, and a fourth scheduled to open in spring 2007. These new "Renaissance"-style stores showcase an expanded retail space featuring more lifestyle product lines; displayed in natural settings, unlike the sterile metal shelves and concrete floors of the big box retail chains.
Another undertaking introduced in 2006 was a partnership between Target and Smith & Hawken. This joint venture allows Target to sell an exclusive Smith & Hawken's product line in their 1400 plus stores. In addition, to the retail redesign, the catalog and web site were redone. The changes were made to enhance the consumer's experience by providing product tips and better image options to look at the products.
Smith & Hawken's top three competitors are other up-scale multi-channel marketers: Brookstone, Williams Sonoma, and big box retailer Home Depot (Hoover, 2007). Smith & Hawken's key differentiator is the gold standard of its products in the outdoor living marketplace. By providing access to high quality products and...
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