Photograph by Kathy De La Torre

Al Smiley is the manager of Real Goods on Los Gatos Boulevard, a store that is committed to sustainable living products.

Real Goods committed to being real good for planet

By Shari Kaplan

It's hard to think of a business name more appropriate for its products than Real Goods.

The California-based retailer, which opened on Los Gatos Boulevard in November, carries environmentally friendly gardening, cleaning and water-filtration products; renewable energy sources, such as solar panels, oil lamps, composting systems and devices that conserve water and electricity; naturally made soaps and candles; clothing and linens sewn of organic plant fibers; items crafted in Third World countries that help artisans gain self-sufficiency; and educational books and toys. There's even a toilet that composts, and toilet tissue made from recycled paper to go with it.

In a nutshell, Real Goods' merchandise is "real good" for the planet.

"We want to concentrate on sustainable-living products," explains Al Smiley, Los Gatos store manager. "In some cases, that might just mean high-quality items--those that are designed to last several generations and that way don't end up in landfills."

Real Goods was born in 1978, when UC-Berkeley graduate John Schaeffer opened a small store in Willits, Calif., catering to people building independent lifestyles. In fact, he sold the first solar electric modules to the public. By the 1980s, the flourishing Real Goods relocated to Ukiah, Calif., but began concentrating on mail-order business. The company went public in 1991 and grew by leaps and bounds over the new few years. In 1996, Real Goods opened its online store and began opening retail outlets.

"We analyzed our existing catalog and Internet customer base and discovered that the Los Gatos area uniquely matches our demographics," Real Goods founder and CEO John Schaeffer explains, citing education, affluence and environmental consciousness as key factors in a good match. "Also, [there's] the proximity of the Santa Cruz Mountains, with its large concentration of homes powered by solar and other renewable energy systems."

The location in the Cornerstone Shopping Center, a few doors down from Whole Foods Market, was also optimal because the two companies recently formed a strategic partnership. Whole Foods purchased 16 percent of Real Goods' stock. The grocer is selling Real Goods products on its www.wholefoods.com website and is bringing Real Goods kiosks into some of its stores.

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Real Goods is at 15954 Los Gatos Blvd. For more information, call 408.402.0213.

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