from Sears Holdings(SHLD). There’s nothing really new here, but it’s always interesting to see how a CEO views and spins his company. Some highlights:
Q Where does Orchard fall in terms of the hardware store landscape?
A We think of ourselves as a big small box rather than a small big box. The distinction is we don’t carry all the (lumber, dry wall and other commodity building materials) found in big-box stores, but we are very deep in all the repair products.
Q Do you have a person you see as your typical customer?
A We see a lot of customers, whether they are young or middle-aged, they are looking for a part they need. They have a faucet that leaks. They have a hinge that doesn’t work. They are coming here seeking answers and products.
Q What area do like to open new stores in?
A We like higher-density areas with modest homes that need repair.
Q What is the average time a worker has been with the company?
A Well over 10 years. It’s very impressive. There is a culture at Orchard that goes back. It started here in San Jose and it’s the only home center, big hardware store, that exists like it does today. And it’s because of the people. A lot of the experience, we think, is the service you get in our store, where you can want that one little item and somebody knows what that one little item is.
…
Q What was it like coming to Orchard from Home Depot?
A It’s been 10 years since I left Home Depot, but I can tell you that the cultures are not that different. They are both companies that care about the success of the business and their relationships with the customers.
FIVE facts
ABOUT MARK BAKER
1. Flies a Cessna Caravan to visit Orchard stores.
2. Owns a Harley-Davidson Road King motorcycle.
3. Does his own home repair jobs, and has built three homes from the ground up.
4. Last book: “Steve Jobs.”
5. Last movie: “Mission Impossible.”
Disclosure: Author owns shares on OSH, OSHSP and SHLD
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