Lowe's expands its borders
Home improvement chain opens 1st store in Canada
NICHOLE MONROE BELL
nbell@charlotteobserver.com
Lowe's Companies Inc. opened its first Canadian stores Monday, launching an international expansion at a time when domestic home improvement stores are dealing with declining profits.
The openings in the Ontario cities of Brantford, Hamilton and Brampton -- not far from Canada's biggest city, Toronto -- mark the first international expansion for the Mooresville-based home improvement retailer.
Atlanta-based competitor The Home Depot Inc. already has about 150 stores in Canada and is its second-largest home improvement retailer. Canada-based Rona Inc. is largest, with about 660 corporate stores and franchise locations, many of which are small stores entrenched in local neighborhoods.
Two years in the making, the opening of the Lowe's Canada stores has taken a little longer than the company expected. Ten stores are expected to open in Canada by Feb. 1, and the company hopes to eventually have 100 stores in the country.
In the U.S., a lot has changed in the two years Lowe's has worked on the Canadian stores. Home sales and remodel jobs, once filling home improvement stores with shoppers, have tumbled. Homeowners across the country have defaulted on their mortgages and gone into foreclosure because of rising interest rates.
Lowe's, dependent on remodel jobs and sales of new appliances, has gone from seeing record-breaking profits to watching sales drop.
Third-quarter sales at Lowe's stores open at least a year dropped 4.3 percent in the third quarter, and profits dropped 10 percent to $643 million. Same-store sales at Home Depot dropped 6 percent during that period, and profits dropped 27 percent to $1.1 billion.
Lowe's spokeswoman Chris Ahearn said the Canadian market doesn't have those housing troubles and has low unemployment.
"Judging by the crowds at stores today, this is a good time," Ahearn said.
Despite the initial crowds, some say Lowe's is entering a market that's already saturated with big-box home improvement stores. Analysts estimate the country can support about 240 such stores, and there are already about 230.
The entire country has a population of about 33 million, less than the state of California alone, which has more than 36 million residents. The company's Canada stores are similar to those in the U.S., but the offerings have a more contemporary styling that appeals to the Canadian consumer, Lowe's Canada president Don Stallings said.
For example, he said, the Canadian stores also have more of an emphasis on high-end light fixtures and organizational products.
Lowe's strongest home-grown competitor is Rona, which might actually benefit from the arrival of Lowe's, said Kathleen Wong, equities analyst for investment bank CIBC World Markets.
Rona owns corporate stores, but unlike Lowe's and Home Depot, it has expanded by forming partnerships with smaller independent stores, Wong said. Those stores can take advantage of Rona's buying power, and Rona benefits from spreading its name.
Rona also sells private label products in those stores, about 15 percent of the company's business, Wong said. Because of this strategy, Rona's stores vary in size -- while it has some big-box stores, many are smaller to accommodate smaller neighborhoods.
"Lowe's coming in the market will definitely take market share from everybody, and the independent dealers are going to be worried," Wong said. "Many of them may approach Rona and try to structure a deal with them."