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Badger Air-Brush offer exclusives to brick-and-mortar retailers

By Tim Kidwell
Published: May 11, 2011
Badger Air-Brush, Franklin Park, Ill., announced at the National Retail Hobby Store Association (NRHSA) Table Top Expo in Las Vegas that it had created a lineup of airbrushes that would be available only to independent brick-and-mortar retailers.

Ken Schlotfeldt, Badger's president, said that independent retailers are often treated as show rooms where customers will come in, look at an item and then go home to purchase the same item on the Internet.

"We believe much of this activity is related to the Internet vs. storefront resale cost differences," Schlotfeldt explained. "As Internet resellers are apparently somehow able to operate at lower costs or margins, the products available at storefront outlets are often available to consumers at lower prices online."

Rather than try to set a pricing policy and make sure that every Internet retailer abide by it, Badger Air-Brush has developed its exclusive storefront dealer programs just for brick-and-mortar art and hobby dealers. The hope, Schlotfeldt said, is to give retailers "a level playing field" when it comes to pricing.

Schlotfeldt said he recognizes the importance of Internet retailers to Badger's business, and knows that they are here to stay.

But, he said, "Our goal and purpose in the independent storefront dealer exclusive product programs is to provide a fair sales opportunity and conscientious product support to our equally important, long-standing, independent dealer network."

For more information, visit Badger Air-Brush's website or e-mail Jan Myers.