March 4, 2009
Green Store Opens on the Bowery
By Tom Ryan
Joining a bunch of others popping up across
the country, the first green store has opened for business in Manhattan.
Green Depot aims to be a one-stop shopping destination for more ecologically
responsible paint, insulation, kitchen cabinets, baby cribs, cleaning supplies,
flooring and more.
The 3,500 squarefoot store on the Bowery
comes from the same-named, Brooklyn-based national supplier of green building
and living materials, and represents the company’s first LIVE location
aimed as much at consumers as well as contractors. The boutique-like store
includes several higher end items (e.g., a $650 Aquaovo Ovopur water
filter) but also contains many reasonably priced goods and tips on how
consumers can save money on heating, cooling and other energy needs while
contributing less impact on the environment.
Green Depot also operates a number of BUILD
showrooms for contractors, and the idea to open a consumer oriented format
came from the traffic heading to those showrooms.
“The one thing that struck us was that
we’d have pregnant women standing next to Vinnie the contractor,” at the Build showrooms, Sarah
Beatty, Green Depot founder and president, told globest.com. “Both
sides of this equation were not being served: the contractor needs to transfer
their product to ‘green,’ and the consumer transition has been so rapid
that there is still confusion as to what ‘green’ means.”
Indeed, the store is meant to educate as
much as sell. Signage breaks down each item’s eco-impact into five categories
– air quality, conservation, local, energy efficiency and responsibility –
to help guide green choices.
The store also includes a resource/design
center for staff to assist customers. Its ZeroVOC Paint Bar offers custom,
digital color matching and exclusive color collections. A baby section
is devoted to building the healthiest nursery from the ground up.
One of the unique features is the Cleaning
Station. Customers can refill and reuse plastic and glass containers with
Green Depot’s private label cleaning line. Coming out of a row of taps,
choices include liquid dishwashing soap, glass & window cleanser and
tub & tile cleanser at seven cents an ounce.
Another unique feature is the light booth,
which enables customers to view light bulbs in a controlled environment,
as well as paint chips and other materials and color options under different
lighting conditions.
Green Depot isn’t the only ecostore in the
country. Rateitgreen.com lists over 70, mostly on the west coast. Some
of the more inspiring names: Ecohaus (Seattle,
WA); EcoWise (Austin, TX); Living Green (Santa Barbara, CA); Ecoterric (Bozeman, MT); Eco $mart (Petersburg, FL); Greenovate (Columbus, OH); and Straw Sticks & Bricks
(Lincoln, NE).
Discussion Question: What do you think of
the growth potential for green stores? What will be the key factors to
their success?
BrainTrust
Recent Discussions
Discussion Questions
Poll
Going Green to me is like the low-fat and fat-free craze of the 90s. Great idea! But few consumers understand what “green” really is and why it’s a good idea. At the risk of tagging it as the latest fad; it has grown exponentially as companies race to hop on the gravy train.
I do like the idea. There are numerous things we can all do to become more aware of conservation of resources. Most are very simple. Indeed, at least I believe the most immediate and impactful of these are the “green” shopping bags replacing the plastic and the paper.
With the current state of our economy, both local and global, I don’t believe it will can enough traction for now. If it has staying power and can prove to the consumers there is a definitive value to going green, then it will be viable once the business world turns around.
As for definitive value, it will have to deliver some tangible benefit to consumers. It has to translate into dollars and cents for now. Two years ago it would have a simpler equation, however, the value equation could be a bit “fuzzier.”
Yes, going green has its place for now. But a more powerful place in the consumer’s mindset once the economy takes a turn toward positive and steady growth.
There is a huge potential for ‘green stores’ but is this the right time? In the past, higher cost has always been associated with being environmentally responsible. I could see a lot of browsers coming to this store. I would love to see their frontline people in action. Higher prices are a tough sell these days….
Prediction: the all-green stores will be patronized only by a small percentage of consumers that are passionate and truly willing to pay higher prices to support the “cause.” I think the economic conditions might defray from some of the passion to pay what most likely will be higher prices for the consumer products.
This is pure novelty. I can’t see this kind of boutique as any more than “window shopping” for a vast majority of people. In the work that we’ve done understanding consumers and their attitudes on sustainability, it’s evident that they are unwilling to spend more or go out of their way for green products. If they can buy green at the mass-merch stores, great…if it’s the same price. The majority will not seek out green as a destination.
Well, it’s about time! In the right location and well executed, a Green Depot could find a healthy following. Since D-I-Y shoppers usually make a number of trips prior to a reno, finding a store with the right selection of products could work nicely. The value perception has to be fair, of course, but many people are trying to find these products from a trusted source.
Certainly a great growth potential in RELATIVE terms, since double–or even triple–percentages are easy when you start with a very low base…but whether or not this ultimately amounts to anything (in absolute numbers) is another issue.
And–somewhat sadly–I have to join the other rather cynical views (here) that this is something of a fad: “green” customers who will drive their SUVs 100 miles round trip to buy a gallon of eco-friendly paint…and do more harm than good in the process.
Since 1978, Real Goods has been selling solar energy systems and related green merchandise. Thirty years is a long time. But Real Goods and all of its competitors don’t add up to significant volume. It’s hard to be green and it’s not cheap. It’s more like a cult than a widely appealing movement. The general population is getting more green-conscious, but it’s not a core commitment. Carrying home your bottled water in a recyclable bag = “pretend green.”
I can’t see these stores becoming more than interesting boutiques. As more and more companies jump on the green bandwagon, green products will be found in almost every retailer. When that happens, what will be so special about these stores?
Any big box store could simply carve out a thousand square feet and sell “green” items cheaper than a specialty store. If and when there is a large enough demand, larger retailers will get into it.
Ah, the passion for Green stores rests in the boweries of many Americans. And passion, though a bad regulator, is a powerful spring. But with so many passions available today not everyone springs for Green passion. I suspect Green stores will rise up in many new places–just as organic foods have–and then will subside as newer passions arise and modify Green to a boutique passion.
Ah, the cynicism…I’m inclined to agree that if this looks like being successful/popular/profitable, some of the bigger boxes will copy and possibly pervert what is going on, putting the smaller retailers out of business in the process. On the basis of convenience and critical mass of course. But they will also have to beware consumer criticism (cynicism?). Have a look at this from The Times last week about shopper suspicions.
This is a neat idea, short-term, for a boutique. This type of store can showplace green products, generate ideas for mainstream stores on ways to merchandise such products, and serve as a springboard for new ideas. Ideally, we should have the green products running through regular stores and not need these dedicated boutiques. In the retail world, we will probably see a surge and then see them fade out as the mainstream retailers pick up sufficient green products to make these stores obsolete. There will always be some boutiques (thankfully) but I doubt it will have the long-term staying power to become a powerhouse chain.
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Going Green to me is like the low-fat and fat-free craze of the 90s. Great idea! But few consumers understand what “green” really is and why it’s a good idea. At the risk of tagging it as the latest fad; it has grown exponentially as companies race to hop on the gravy train.
I do like the idea. There are numerous things we can all do to become more aware of conservation of resources. Most are very simple. Indeed, at least I believe the most immediate and impactful of these are the “green” shopping bags replacing the plastic and the paper.
With the current state of our economy, both local and global, I don’t believe it will can enough traction for now. If it has staying power and can prove to the consumers there is a definitive value to going green, then it will be viable once the business world turns around.
As for definitive value, it will have to deliver some tangible benefit to consumers. It has to translate into dollars and cents for now. Two years ago it would have a simpler equation, however, the value equation could be a bit “fuzzier.”
Yes, going green has its place for now. But a more powerful place in the consumer’s mindset once the economy takes a turn toward positive and steady growth.
There is a huge potential for ‘green stores’ but is this the right time? In the past, higher cost has always been associated with being environmentally responsible. I could see a lot of browsers coming to this store. I would love to see their frontline people in action. Higher prices are a tough sell these days….
Prediction: the all-green stores will be patronized only by a small percentage of consumers that are passionate and truly willing to pay higher prices to support the “cause.” I think the economic conditions might defray from some of the passion to pay what most likely will be higher prices for the consumer products.
This is pure novelty. I can’t see this kind of boutique as any more than “window shopping” for a vast majority of people. In the work that we’ve done understanding consumers and their attitudes on sustainability, it’s evident that they are unwilling to spend more or go out of their way for green products. If they can buy green at the mass-merch stores, great…if it’s the same price. The majority will not seek out green as a destination.
Well, it’s about time! In the right location and well executed, a Green Depot could find a healthy following. Since D-I-Y shoppers usually make a number of trips prior to a reno, finding a store with the right selection of products could work nicely. The value perception has to be fair, of course, but many people are trying to find these products from a trusted source.
Certainly a great growth potential in RELATIVE terms, since double–or even triple–percentages are easy when you start with a very low base…but whether or not this ultimately amounts to anything (in absolute numbers) is another issue.
And–somewhat sadly–I have to join the other rather cynical views (here) that this is something of a fad: “green” customers who will drive their SUVs 100 miles round trip to buy a gallon of eco-friendly paint…and do more harm than good in the process.
Since 1978, Real Goods has been selling solar energy systems and related green merchandise. Thirty years is a long time. But Real Goods and all of its competitors don’t add up to significant volume. It’s hard to be green and it’s not cheap. It’s more like a cult than a widely appealing movement. The general population is getting more green-conscious, but it’s not a core commitment. Carrying home your bottled water in a recyclable bag = “pretend green.”
I can’t see these stores becoming more than interesting boutiques. As more and more companies jump on the green bandwagon, green products will be found in almost every retailer. When that happens, what will be so special about these stores?
Any big box store could simply carve out a thousand square feet and sell “green” items cheaper than a specialty store. If and when there is a large enough demand, larger retailers will get into it.
Ah, the passion for Green stores rests in the boweries of many Americans. And passion, though a bad regulator, is a powerful spring. But with so many passions available today not everyone springs for Green passion. I suspect Green stores will rise up in many new places–just as organic foods have–and then will subside as newer passions arise and modify Green to a boutique passion.
Ah, the cynicism…I’m inclined to agree that if this looks like being successful/popular/profitable, some of the bigger boxes will copy and possibly pervert what is going on, putting the smaller retailers out of business in the process. On the basis of convenience and critical mass of course. But they will also have to beware consumer criticism (cynicism?). Have a look at this from The Times last week about shopper suspicions.
This is a neat idea, short-term, for a boutique. This type of store can showplace green products, generate ideas for mainstream stores on ways to merchandise such products, and serve as a springboard for new ideas. Ideally, we should have the green products running through regular stores and not need these dedicated boutiques. In the retail world, we will probably see a surge and then see them fade out as the mainstream retailers pick up sufficient green products to make these stores obsolete. There will always be some boutiques (thankfully) but I doubt it will have the long-term staying power to become a powerhouse chain.