Making Slatwall Fun

The slatwall fixture system, seen almost everywhere, started as inventor Huey Johnson Sr.'s vision. But it ended up influencing merchants around the world. His company, Texas-based Spacewall (www.spacewall.com) is the original and likely still one of the best companies for slatwall in the United States.

Depending on how it's used, slatwall is the most flexible wall system for gifts and accessories. Unfortunately, slatwall is often misused and, as a result, stores look dull, unimaginative and like every other shop. Creating an individualistic feeling and image for a store is challenging enough. Doing that with slatwall is even more difficult — but possible. This month's column suggests ways to use slatwall creatively while preserving its flexibility.

As a visual merchandiser I find slatwall to be a constant creative challenge. One of the biggest problems is that some storeowners, in their desire to do the right thing and get the most bang for their buck, often do the opposite. They install slatwall to the ceiling. It is a functional system, not a decorative material. The endless repetition of horizontal lines detracts from the merchandise. These lines are not pretty — they are visually invasive. Unless you're planning to shelve or hang merchandise all the way to the ceiling, cut the slatwall to no higher than 6½ feet from the floor.

One of the biggest complaints that retailers have about their existing slatwall is that they hate the color and, over time, it has chipped and areas look old and beat up. Laminated slatwall is almost impossible to paint. While it can be done, it's not always worth the effort. No matter how well you prime the surface, the paint will scratch and chip off fairly easily if the brackets slide from side to side or are changed frequently. Try covering Foam Core with a solid fabric and covering all unused slatwall areas — usually those above eye level. If you plan on purchasing new slatwall, buy it in unfinished wood so you can creatively change colors as desired. Unfinished wood slatwall can be painted and repainted at will.