School Supply Company Still Chalking Up Success

John L. Hammett, a former schoolteacher from Rhode Island who shifted his career to become a textbook salesman, was seeking a solution to clean his chalkboard in the early 1860s. During this quest, he stumbled upon an idea that would contribute to the establishment of a prosperous school supply enterprise called J.L. Hammett Co. The company primarily operates from its headquarters in Braintree, Massachusetts and generates $165 million in revenues as of 1999. It is privately held and engages in the sale of school supplies and equipment through various channels, including catalogs, the World Wide Web (www.hammett.com), and their own retail stores named Hammett’s Learning World.

While conducting an office demonstration, Mr. Hammett found himself without a cloth to clean the slate surface. As a resourceful alternative, he utilized carpet remnants found on the floor and discovered that they proved to be more effective in erasing chalk marks. Inspired by this discovery, he proceeded to attach multiple small carpet pieces to a board, thus creating the prototype for the first-ever chalk eraser. With this innovation, the J.L. Hammett Co. embarked on its journey of becoming a prominent regional supplier of school-related products.

Presently, educators and anyone in need of an eraser can refer to Page 37 of J.L. Hammett’s extensive main catalog, which spans over 900 pages, to explore a variety of eraser models. These models include the budget-friendly Infinity Noiseless Eraser priced at 99 cents, as well as the jumbo felt model which costs $2.79. Additionally, customers can conveniently access the company’s e-commerce website on the World Wide Web or visit any of the 62 Hammett’s Learning World retail stores located across the United States, primarily situated in shopping malls.

It is worth noting that the offerings provided by the J.L. Hammett Co. extend beyond erasers. Customers can also find a diverse range of products, such as chalkboards, student desks, and thousands of other supplies. Richmond Y. Holden Jr., the company’s president and chief executive officer, emphasizes their continuous focus on serving the pre-K-12 marketplace. He expresses enthusiasm for their work, stating, "We’re having a good time at it."

While Hammett may not be the largest catalog school supplier, as it faces competition from School Specialty Inc. of Appleton, Wisconsin, which possesses a slightly larger catalog and greater annual revenues, it differentiates itself by actively pursuing sales in all three marketplaces: catalog, e-commerce, and retail. In the online realm, it competes with School Specialty’s Junebox.com, as well as general office suppliers like Office Depot and Staples, who also enjoy significant school sales. Meanwhile, in retail, Hammett’s stores compete with numerous small independently-owned businesses.

Embracing the rise of e-commerce is crucial for Hammett, as it has been operating for 137 years and understands the importance of adapting to changing times. The company acknowledges that electronic transactions are increasingly dominating the economy. David E. Merigold, the company’s marketing director, affirms their conviction, stating, "We’re convinced this is the way of the future."

However, school purchasing processes undergo change at a slower pace, and the majority of Hammett’s orders continue to be received through traditional mail. Nevertheless, phone, fax, and online ordering are experiencing rapid growth. At present, online orders account for 10 percent of the company’s sales. Mr. Holden sets a goal of reaching 40 percent of their business coming from online sources. As part of their commitment to e-commerce, Hammett ensures that even their 90-person national sales force is aligned with their online platform by enabling them to earn commissions when schools in their territories place orders through Hammett’s E-zone Web site. By adopting an online system, the company can expedite the delivery process by getting orders onto delivery trucks on the same day they are received, a significant improvement compared to the traditional three-week timeframe associated with catalog orders.

Paint on Sale

A significant portion of Hammett’s sales now come from their Learning World stores, which were first introduced in 1974. At the Braintree’s South Shore Plaza Mall location, Peggy Sewcyk, the preschool director, recently purchased glue, construction paper, and large containers of art paint, totaling $155. She expressed her satisfaction with the sales and mentioned that she takes advantage of these opportunities to stock up on essential items.

Vincent F. Botti, the head of Hammett’s retail-store division, has a natural talent for sales and enthusiastically greeted customers during his visit to the store. He highlighted the unique products available at Hammett’s that are not easily found in other retail stores. These include classroom-seating charts for teachers and supplementary learning materials that parents may be interested in for their children’s education.

Mr. Botti acknowledged the significant amount of personal investment that teachers make to enhance their classrooms, such as purchasing bulletin board decorations and wall posters out of their own pockets.

Mr. Holden, the spokesperson for Hammett, mentioned that the company plans to steadily and cautiously increase the number of their stores, as they do not believe in rapid expansion through franchising. Unlike many education businesses currently going public in the stock market, Hammett intends to remain family-owned.

Mr. Holden emphasized the company’s commitment to family ownership and the active participation of all family members in the business. This philosophy is deeply ingrained in the company’s values and will continue to be upheld in the future.