Forging Aheadin Giftware

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FASHION
Forging Ahead in Giftware
Wendell August, America’s oldest forge, is now one of the gift industry’s
newest success stories. BY KATHY KRASSNER
STATIONERY
BATH
&
BODY
CANDLES
>backstory
PLAYTHINGS
HOLIDAYS
GIFTABLES
GOURMET
BUSY WORKSHOP
MASTER OF METALWORK
Blacksmith Natale Rossi has
been one of the creative forces
behind Wendell August Forge
for more than 30 years.
WENDELL AUGUST HAS BEEN
MAKING HAND-WROUGHT ORNAMENTAL METALWARE AND
GIFTWARE SINCE 1923. Founded in
Brockway, PA, by Wendell McMinn
August, the company grew over the
years from a handful of blacksmiths
creating decorative ironware pieces
such as candlesticks and doorknockers, into a renowned forge
producing handcrafted giftware
that has included many notable
custom designs—from mementos
for the “Millionaires’ Flight” of the
Hindenburgh, to solid-bronze plates
commemorating the SALT II treaty
between the U.S. and Russia.
F.W. “Bill” Knecht III acquired
Wendell August in 1978 from Wendell’s son, Robert August, and oper-
№ 150 gifts and decorative accessories
| march/april 2014
ated the company until his death
in 2004. Bill’s son, Will Knecht,
now serves as president and is
responsible for bringing Wendell
August’s giftware lines to retailers
nationwide just two years ago. Prior
to this, the company’s wares were
primarily available only online,
through its direct-mail catalog, or at
one of its several company-owned
stores—including its flagship location in Grove City, PA, where the
company has been based since 1932.
Dream Come True
“It was the fulfillment of a dream
we’ve had for 30 years,” Knecht says
of the company’s decision in 2011
to go wholesale. Unfortunately, the
impetus for this shift in strategy was
Workers hard at work in the factory
workshop, shortly after Wendell
August moved to the Grove City, PA,
facility in 1932.
a devastating fire at the company’s
headquarters in 2010 (see sidebar).
“After the fire, we had to rethink
everything,” says Knecht. Happily,
there was a positive outcome.
The company currently sells its
core Wendell August line to some
350 retailers across the U.S.—offering approximately 500 SKUs of
metalware items, primarily made
of aluminum and some of copper.
Key categories include wedding,
baby, tabletop, Christmas entertaining and decor, ornaments, and
pro- and college-licensed homegating products. Average retail price
points for ornaments run from $15
to $25; while most tabletop items fall
within the $30 to $100 range.
Additionally, some 350 retailers
giftsanddec.com
HOME
WA HANDIWORKS
BATH
Wendell August’s new company store in
Grove City, PA, blends with its locale.
CANDLES
A NEW OLD LOOK
FASHION
Pieces produced by
Wendell August range
from holiday ornaments
to serveware and from
handbags to jewelry. The
Waterfall Collection (top
left) features a handhammered design, while
the Seaside Collection
(bottom left) mixes new
designs and some of the
company’s oldest handengraved dies. Wendell
August. 800.923.4438.
www.wendellaugust.
com
&
GIFTABLES
Among Wendell August’s newest
items is a Cityscape collection of
tabletop and ornaments featuring
an ever-increasing number of cities
nationwide; as well as new NFL and
collegiate licensed products. “We
have some exciting introductions
planned for July in both the wed-
GOURMET
Ever-expanding Selection
ding and baby categories, and we
look to continually grow our sports
licensed products and Cityscape
collections each season,” shares
Knecht. Retailers can view these
new items at the Atlanta Intl. Gift &
Home Furnishings Market and the
NY Now trade shows this summer.
Going forward, the company intends to expand on its success with
Christmas ornaments and Christmas tabletop, and will introduce its
first wholesale annual dated and
serial numbered ornament in 2014.
Future plans include a strategic
wholesale launch of its jewelry line
in 2015. States Knecht, “All that
we do, including our product introductions, starts with the desire to
maximize the success of our retail
partners.” •
STATIONERY
Wendell August line, it’s the gift retailer who has the niche as the special go-to gift provider with unique
gift options, that wants to stand out
in their community,” he relates.
“For the Littlearth line, it’s the fun
retailer that likes glamour and color
for our Pop Tank line, the sports
specialty retailer for our sports line,
or the eco-friendly retailer with our
Classic line.
BODY
carry the company’s sister brand,
Littlearth, for which Wendell August is the exclusive manufacturer
and distributor. Its offerings include
Littlearth Classic license-plate
purses, unique Pop Tank purses,
plus Pro•FAN•ity and FAN•domU
purses and fashion accessories featuring licensed pro and collegiate
sports teams. “The owners of Littlearth and I are friends,” explains
Knecht. “Their business was growing in other directions, and we
discussed working together in their
metal handbag line for a few years.
After a period of time, it just made
sense that we would take over manufacturing and distribution.”
Knecht notes there is a difference
between stores that carry Wendell
August and Littlearth. “For the
FIRE AT THE FORGE
City outlets; Berlin, OH; and Exton, PA
(which also had a workshop on site).
The company was able to fill all orders
from these locations as the rebuilding at the flagship store took place.
Amazingly, within one month of the
devastating fire, Wendell August was
back fully operational. Knecht attributes Wendell August’s quick recovery to “the providential hand of God,
our amazing people, and the wonderful people of western Pennsylvania
who came together to truly pull off the
miraculous.”
march/april 2014 |
gifts and decorative accessories
PLAYTHINGS
giftsanddec.com
Historic Places. The people of the
community relied on the maker of
handcrafted giftware as a source of
jobs, a place to buy personalized gifts
to commemorate life’s special moments, and a landmark that draws
thousands of tourists to the area—
supporting local restaurants, other
retailers and lodging facilities.
Knecht was determined to return to
business as usual as quickly as possible, relying on Wendell August’s web
business, its corporate division, and
its other retail locations in the Grove
HOLIDAYS
On the afternoon of March 6, 2010,
Wendell August president Will Knecht
received an urgent call from a friend
saying, “The Forge is on fire!” The
historic, then-87-year-old company
based in the small town of Grove City,
just outside of Pittsburgh, PA—was
burning to the ground. While thankfully no one was injured in the fire,
a small community was unsure of
its future. The historic site of the
Wendell August workshop, flagship
store and company headquarters
was on the National Register of
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