According to a 2016 North American Retail Hardware Association poll, 16.7 percent of consumers shop for child safety products in home improvement stores (8.3 percent at independent hardware stores). The number isn’t high, but that could mean opportunity for retailers looking to create a unique niche that will help them stand out from the competition.
Sisters Sara Carpenter and Tricia Kerth, second-generation operators of Steve’s Ace Home and Garden in Dubuque, Iowa, jumped on the childproofing category when they started having children and wanted to provide safe homes for all families. Their niche has grown beyond the standard safety product lines of gates, furniture anchors, latches, locks, and outlet and knob covers to a 1,600-square-foot baby boutique offering a full line of baby-related products from car seats to diapers.
“Child safety is very important, but a big emphasis we support as well is knowing the components of the products in your home,” Kerth told Hardware Retailing magazine. “We offer safety gates, latches and anchoring products, but I think we also make an effort to focus on eco-friendly items.”
To learn more about childproofing categories and how Steve’s Ace built their niche, check out these articles at Hardware Retailing.