SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES Narrative (Details) (USD $)	12 Months Ended
	Jul. 31, 2012	Jul. 31, 2011	Jul. 31, 2010
Maximum Maturity of Cash Equivalents	3 months
Inventory Obsolescence Reserves	$ 281,000	$ 326,000
Advertising Expense	10,846,000	3,220,000	2,102,000
Shipping and Handling Costs	42,095,000	39,763,000	36,101,000
Research and Development Costs	$ 2,006,000	$ 1,933,000	$ 1,826,000