We have all heard about the sad plight of many downtown hardware and home remodeling stores. So many are being eaten up by the new "box stores," such as Home Depot. While some have managed to remain alive, clearly the news that a Home Depot is opening within a 10 mile radius is never welcomed by these, often long established, local businesses.

This David vs. Goliath battle has been re-staged on countless occasions from coast to coast. One common survival approach for the smaller stores has been niche marketing. Since smaller stores often cannot compete on price, they must find some other way to stand out. A common niche has involved focusing on product lines that have common characteristics.

This article is about a small home remodeling/downtown hardware store that has found such a niche. In this case, "downtown" means cyber downtown -- it is an internet store called "www.healthyenvironments.com". The niche: its products are all promoted as being safe to use, and safe for the environment. This is green niche marketing.

Founded in January 1998, Healthy Environments is a fun place to visit and I recommend that you do. Everyone who visits will learn something and find at least one useful product, probably many more. None of us have much free time anymore, and so our discretionary time must be carefully spent. A trip to Healthy Environments will be worth while.

Located in Seattle, Washington, the business specializes in household and remodeling products that are safer to use than more common alternatives and are better for the environment. A trip to the store will quickly bring you to the following cyber-aisles: Air, Lighting, Water, Cleaners, Remodeling and Bedding. By clicking on one of these isles, you will then find a variety of related products.

The store is easy to navigate. It takes little time to get to where you want to go. And, while there are a reasonable number of interesting and unique products, the variety is not unmanageably large. A few product additions would frankly be appreciated, but I am sure that will come with time.

According to co-founder Laura A. Southard, Healthy Environments' AFM Safecoat line of paints, stains and adhesives is a mainstay of the business. These products are found in the Remodeling Aisle and include paints, stains, cleaning products and polyurethane alternatives. If you have ever almost been knocked out by polyurethane, you'll appreciate knowing that quality alternatives exist.

The paints are also marketed as being fume-less. According to Laura, people feel good knowing that they are using healthier paints and stains that are also water based, biodegradable and do not add to stream and lake pollution.

"The biggest surprise for me is how the internet has led people to do more research and become much better informed as consumers. It keeps businesses on their toes," according to Laura. She added that she receives intelligent and in-depth questions from people who visit her cyber-store.

The Safe Choice cleaning product line consists of an all purpose cleaner, a bath and bowl cleaner, a mold and mildew sealer, and several carpet care products. Healthy Environments claims that these products are both effective and non-toxic. According to the company, these products are also beneficial for people who are chemically sensitive.

Other products include air purification systems, dawn dusk simulators and artificial light devises, as well as a generous variety of water purification systems. Pictures and pricing are prominently displayed.

When you visit this store, you will also find a "library," which contains reference material and advise. While I like the format and the content, I would like to see some cross-referencing to other authoritative web sites. For example, the discussion concerning drinking water quality might be linked to the EPA's Water Pollution site as well as the Natural Resources Defense Council's site. In addition, anyone with special concerns, such as chemical sensitivity, should take sufficient measures to satisfy his or herself that information being provided is indeed accurate.

According to Laura, her greatest joy is in knowing that Healthy Environments has helped people to become more conscious about the choices that they have. She and her partner, Kim Mathey, spend a much time answering questions posted at their website. She added, "The real pay off for us is that people really appreciate this old school way of doing business."

The company's website is located at http://www.healthyenvironments.com Its toll free number is 1-800-511-7732.

Published: March 17, 1999

Use of this article without permission is a violation of federal copyright laws.

Editor's Note: This article reflects the opinions of Stuart Lieberman only and not necessarily the views of this or any other publication, organization or Website owner.

Stuart Lieberman, Esq. writes about environmental issues. He was a New Jersey Deputy Attorney General assigned to the State Department of Environmental Protection from 1986 to 1990. Currently he is a shareholder in the environmental law firm of Lieberman & Blecher, P.C., located in Princeton, New Jersey. Stuart can be reached at slieberman@liebermanblecher.com.