The power of green

As consumers drive the trend toward more eco-friendly products, what does going green mean for a small retailer?

Mark Lazar, owner of Lincolnwood, Ill.-based retailer Lazar's Furniture, got right to the point as part of a panel of experts at the Kids Today conference last month.

"It started with the old-time health food store. In this year, interest has grown exponentially, and it's really just starting," he said. "And if you miss this, you'll miss the boat, and then you'll drown."

Another panelist said that while green is an interesting concept, it's a confusing one as well.

"In my business, specialty apparel, green means sustainability — making goods that do as little to the environment as possible," said Patricia Pao, CEO of The Pao Principle, which turns businesses around by identifying issues, creating and implementing an action plan.

Neill Herbert, owner of online retailer BabyEnvy.com and president of nursery furniture manufacturer Baby Appleseed, agreed.

"You can't be green in everything. It's the start of our journey," he said. "Whatever you do, no matter how small, it makes an impact on the environment."

To educate consumers, Herbert attaches hang tags to his merchandise, which includes a story of his company and its Web site address. And whenever Baby Appleseed sells a crib, the consumer can fill out a form and have 10 trees planted in the baby's name. A certificate arrives in the mail shortly thereafter.

"We're hopeful that this will be the baby's stepping stone to being environmentally aware," Herbert said.

Lazar said he carried green futons in his store 30 years ago, after his organic diaper business faltered. And while the organic mattresses sat on their shelves for years, they have sold dozens and dozens of them now.

"We are in a unique position. We're dealing with the next generation," Lazar said. "We have an obligation to put products on our shelves that are good for children. We don't have to shove them down their throats, but it's a matter of giving customers options. It's a move we have to take now."

He said retailers shouldn't be afraid of a green department. Even Wal-Mart and Target have organic departments.

"It's not like it's already being done, so I [as an independent retailer] can't do it," said Lazar. "You can't do a whole green store...but don't tell me green customers aren't out there."

Pao said green purchases "are still about the look, style and aesthetic."

Lazar agreed, and said manufacturers need to step up with products.

"The problem is that there's nothing to show. Just because it's green doesn't mean it will sell," he said. "It has to look good. Tell manufacturers to make it pretty."

Herbert urged everyone to move forward.

"All green is, if you think about the definition, is being able to make a product with minimal impact on the environment," he said. "Take the first step."

Patricia Pao, Pao Principle; Neill Herbert, Baby Appleseed; and Mark Lazar, Lazar's Furniture, Lincolnwood, Ill., shared their thoughts during a lively discussion on the eco-friendly market at the Kids Today conference.