Making a Day of It

Liz Hughes, co-owner of Groovy Plants Ranch, says they host events several weekends a year. But their garden center is located in rural Ohio and not a quick drive for customers to leave for lunch or a snack.

“Our main reason for considering food trucks in the beginning was because of our location,” Hughes says. “There isn’t really anything near our garden center, so people would need to get lunch and then they would not come back because it was too far away. Or they’d be here and they were hot and thirsty and all we had to offer was water or they’d have to drive pretty far away to get a beverage and so they would just cut their visit short.

“So we first began integrating food trucks just to make customers’ visits more convenient. And then when we saw the feedback that we were getting — people really liked the pairing of being here, making an event of driving to visit Groovy Plants Ranch and then also getting to get a snack or a beverage from a food truck — that added to their enjoyment of visiting.”

More Is More

Hughes says customer feedback was a big part of hosting more food trucks at their store. “We first started just booking them on our larger weekends, our bigger events, especially some of our events where customers would spend quite a while being here — then we’d have food so they’d have something to eat while they’re here. In 2021, we started having food trucks basically every Saturday and Sunday during the spring, summer and fall that I could book. Sometimes there were weekends when I couldn’t book anyone.

“Customers really enjoy coming out, getting a smoothie or a cup of coffee and sipping on that while they’re shopping. They also like to come out and make a day of visiting our store. We are a destination garden center, so we regularly have people visit from 45 minutes away — that’s very normal — and up to like three or four hours away on a weekend. And so people make an event of coming out. They make the journey out and then they have food to eat while they’re here and they don’t have to leave, and it becomes part of the whole experience for our customers. They really enjoy the all-inclusive experience of visiting.

“And just about every time — except for when people got rained out — the food trucks seemed to have a good time. They were happy to be here and most of them want to come back.”

She says that the food trucks add value to events they host. “We have something called a Succulent Solstice, for example, where we have some of our staff talk about succulents. We invite the local clubs to come and have meetings or meetups here during that day. And then we also have a food truck or two here on that day. When we’re doing events like that, I find that there’s added value and added draw because the food trucks are here.”

Considerations and Conditions

For garden centers just getting started with food trucks, Hughes suggests being “a little bit choosy about the food trucks you let in. Don’t just let anyone because we’ve had food trucks here that, once they were here, we felt like we maybe didn’t want them to come back. You may not know that before they show up.”

She also says to make sure to check their insurance so you know that they’re insured.

Hughes has found that there are two ways to go about hiring a food truck to come on site. “Food trucks sometimes charge to come and visit you. If you have a birthday party, for example, they’ll charge you a certain amount to come to your birthday party. Or food trucks will pay to set up at premium locations. When I approach food trucks, I tell them we’re not doing either of those things right off the bat. I say, ‘We’re not charging you to do this, but we’re also not going to pay you to come out — but it’s a good activity.’ And then I give them some of our numbers of checkouts; if we had 300 checkouts on that day and we average four customers per car, then they can expect this event to be close to 1,000 people. I give them some numbers to work with when I’m inviting them.”

She says social media is another method for finding local food trucks to invite. “Don’t be afraid to just put it out there on your social media,” she says. “We have now built a network of food trucks that we know and we like. So for 2023, I’m going to approach those food trucks first to book my best dates. Then when the rest of my dates are still open, I will put on social media that we’re looking for food trucks. Customers are really good at replying to those posts with tagging certain food trucks and recommending them. And then those food trucks — because they get mentioned in the comments — will see the post. That’s a great way to start networking with food trucks. If you haven’t done any food trucks at all yet, that’s a great way to start. You could pick a few key weekends that you would want them to be there. And then you can post those dates right away and people may reach out to you right away. It’s easier than going on your own and searching for specific trucks.”

Feeding a Crowd

Felix Cutrone, retail store manager at Hicks Nurseries in Westbury, New York, says they introduced their own custom-built food truck as an extension of their in-store café.

“We found that, during our large events, such as our Fall Festival, the café could not support the crowds we had, and we wanted to bring the food to where the crowds were — which was outside. Being mobile allowed us to place it in several different locations on the property to test the most convenient spot for our customers and their families. The food truck also gave us the ability to offer differently prepared foods, such as chicken tenders and French fries, which are made to order fresh and served hot.”

Deciding what to put on the menu was easy — they simply asked customers what they wanted. “We asked our customers what they would expect for themselves and families, and they told us they wanted finger foods. Prior to the truck, our roasted corn was a big hit, so we were sure to include that.”

He says they go to different vendors to taste the items they’re considering for their menu before adding them to their selection.

Cutrone says customers enjoy having the truck on site. “We often get asked where it is when there is no event.”

Tips and Tricks

Whether considering hiring food trucks or building your own, Cutrone has some tips. “If you are interested in starting a food truck, it’s important to have someone on staff that knows the food industry. Of course, make sure you have a business plan and a tight menu. Do a few things and do them really well.

“If you are going to bring in a truck for special events, make sure to see how they operate on-site and how they act with customers. They should be able to represent your garden center in the same brand voice. And, of course, taste their product. Does it fit with what your customer would expect in the offering? Is the quality good? What you offer is a direct representation of your brand. Make sure it’s a seamless experience.”

For an enhanced reading experience, view this article in Lawn & Garden Retailer digital edition.

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Katie Ann Oakley, senior sales associate/social media coordinator for Madison Marketplace shared its retail story with Gift Shop® Plus and Waterfront Living in this great Q&A.

Describe store and local community:

Katie Ann Oakley: Madison Marketplace is an all-inclusive gift boutique specializing in apparel (XS-3XL), jewelry, handbags, & gifts for all occasions! The go-to for gift baskets AND we can monogram almost anything! Madison Marketplace is located in Roxboro, North Carolina. Roxboro is a lake-loving community as we have 2 popular lakes in the community — Hyco Lake and Mayo Lake. We are located in a small town, but we get people from all over coming to visit Hyco Lake.

Tell us about your product mix.

KO: Apparel, Bath & Body, Gifts, Home Décor, Jewelry,Toys, All of the Above. 

Specific to waterfront living:

KO: As far as lake merchandise we sell everything from t-shirts, sweatshirts, tumblers, pillows, tea towels, wood plaques, coasters, napkin sets, socks, etc!

Most requested item in stock right now:

KO: Our most requested lake products in our store right now are probably customized pillows, t-shirts, and sweatshirts with Hyco Lake on them.

What are some other best-sellers within the coastal or lake category?

KO: Our best-sellers at the moment have been the lake pillows because they are just the perfect gift for someone moving into a new lake house. They just add a little bit of personalization to any lake home.

Where do you source coastal/lake products?

KO: Flying Colors has done a lot of custom lake apparel for us, Carson has done some of our drinkware, Little Birdie does our popular pillows and tea towels, and then Lake Happy has made some of our most recent lake sweatshirts.

We’d like to hear about any obstacles you have overcome and/or any major successes you have had with your business in the past year or two.

KO: With COVID-19, it was hard to be closed for a short amount of time but we had an enormous amount of outpouring of love and support from our customers. We truly have an amazing customer base that loves us just as much as we love them. We never skipped a beat during COVID-19 and I think that our community really stepped up and started shopping local more than ever. We’ve also tapped more into our social media because during that time when everyone was at home- everyone was glued to social media. Facebook and Instagram have become so important to our business and have made us more successful in the past few years. We’ve learned how to get creative, take fun pictures/videos,and help our customers get excited about new products. All of this to say, we would not be where we are today without God blessing our walk through this journey of building up Madison Marketplace, the girls that work in it, and our loving customer base. We are truly blessed and thank God for it every day.

Do you have any retail tips you’d like to share?

KO: Utilizing your social media platforms is essential, I mean come on — IT’S FREE! If you act excited about your products, your customers will be excited for your products. Get creative, try new things, and even though you might not want to — get in front of the camera, your customers want to see YOU!

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Amy Smith, merchandising and marketing manager of The Cottage Shop, shared her insights with Gift Shop® Plus in this Q&A.

Describe how your business started and how it has grown over the years.

The Cottage Shop is a division of Kellogg Supply Co., Inc., a building materials, hardware and home center locally owned and operated since 1946. The origins of The Cottage Shop began at the hardware/building materials Kellogg location in Duck, North Carolina in 1986 with a few housewares and home décor items. As a coastal town with many rental properties for beach vacations, the demand for coastal home décor has grown over the years and in 2001 we opened The Cottage Shop in Nags Head and expanded the footprint of The Cottage Shop at the Kellogg location in Duck.

Tell us about your community.

Located on the Outer Banks of North Carolina, our community is made up of approximately 38,000 year-round residents and in the summer we have an influx of over 4 million visitors to our little strip of coast. The natural beauty of the Outer Banks is captivating and although we have a few hotels and chain stores, the OBX, maintains an untouched feeling. 

What makes your store unique?

The Cottage Shop “tag” line is Home of Outer Banks Style… our stores are unique in the way we bring the feel of the Outer Banks alive through our product mix and lifestyle displays. The mission is to offer our customers the opportunity to find a little piece of that Outer Banks feeling to take home with them whether through a color pallet, fragrance or item that embodies the coast.

Tell us about your product mix.

The Cottage Shop product mix ranges from framed art to flip flops. We primarily focus on home accents but also have concentration in the following areas…ladies accessories & jewelry, children’s books, games & toys, custom Outer Banks merchandise, housewares including Fiestaware, kitchen gadgets & table linens, and candles.

How extensive are your product offerings that are tailored to lake or coastal living.

Our product mix is primarily tailored to coastal living. Coastal is by far our niche, however we do mix in a variety of non-coastal items to accent the colors of the coast but without the coastal icons.

How do you source your merchandise — do you attend shows, use online marketplaces, or other? If you attend shows, how often do you go and what are the must-attend markets?

Primarily we source product through the Atlanta Market attending three times a year-January, March & July. The ability to go three times allows us to break up the purchasing and focus on specific areas when we are there. January we focus on the upcoming summer season, March we purchase fall/holiday and July is looking toward the next year for spring/summer. We also have local vendors and on occasion use online marketplaces to find newer sources that may not show in Atlanta.

What are your best-selling categories and who are your go-to vendors?

Our best-selling categories are wall art, lamps, bedding & decorative pillows, Fiestaware, candles and dishtowels. Top vendors include Mud Pie, Second Nature by Hand, C & F Enterprises, Coastline Art, and Illume Candle but there are so many “go-to” vendors that make our product mix special, it’s tough to pick just a few.

What is the TOP seller currently in your inventory in the lake or coastal category?

Currently our top seller in the coastal category is all sizes and varieties of wall art…from traditional framed art to wood/metal coastal icon wall decor.

Where do you find inspiration for product displays, and how often do you rotate them?

The market provides lot of inspiration for display ideas and we take a lot of pictures while there to bring back to our staff. Our team is quite creative and thinks out of the box when it comes to displaying merchandise in lifestyle displays. We are constantly moving and rearranging but our displays are rotated completely about three times a year, however in between, smaller displays are moved and recreated as new merchandise arrives, based on sales or we just because it’s fun!

Tell us about your busy season and how it impacts your overall buying schedule for the year.

The summer is our busiest season but we also do significant fall and holiday business in the shoulder seasons. We are fortunate to have teams managing, merchandising and maintaining our stores which enables us to go three times a year to the Atlanta Market-January, March & July. The ability to go three times allows us to break up the purchasing and focus on specific areas when we are there.

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Norrell explained that she didn’t have any retail experience prior to opening the boutique. Instead she has a great deal of passion and an MBA. “I always enjoyed clothing and styling. I always enjoyed getting dressed every day! It is what motivated me and it was something I was passionate about,” she said. “The store looks like the inside of me. It’s all about a feeling, not research. It is all about what feels good and right.”

“We cater to women. Period,” Norrell described. “Our goal is to have people feel better when they walk out of the store than when they came in.” This philosophy has been successful and Norrell shared that the emphasis is on the people — they are the priority, not the sale.

Studio Luxe offers a wide range of sizes from XS through 3X. “Our best-sellers are our boho style (outfits) — they sell through the quickest,” she said. The boutique features clothing that provides flexibility in terms of how it can be worn. For instance an outfit can be worn to work and be suitable for an evening outing. She described that all the apparel is selected on the basis of making customers feel good about themselves.

Norrell’s overall goal is to connect with the customers both inside the physical store as well as on social media. She relies on her instincts and passion when managing the business, and that approach is paying off — Norrell launched a second store called Little Luxe, which offers apparel for little girls and has been as successful as Studio Luxe Boutique and well-received by locals and visitors alike.

When asked if she had advice for other retailers, Norrell shared: “Your gut is usually right. Stay flexible in your approach and listen to your audience. And make sure you are in business for the right reasons.”

When merchandising, she creates for both the in-store customers, and the followers on social media. She creatively combines apparel and accessories and even some inspirational wall art to highlight what is available for purchase. Norrell said that using a color story for displays works best for her. Additionally, she utilizes flat lays and mannequins to create displays with a full luxe look from “top to bottom.”

Norrell utilizes her social media acumen to spread the word about the boutique and to drive its sales. She photographs various outfits and posts frequently on social media. “Generally, whatever we post on social media sells out by the end of the day. We do all short-runs, so once it is gone…it’s gone,” Norrell detailed. “It is a lot of fun!”

“Today, I grouped three mannequins together to give people a different perspective on what works well together,” she said. By grouping outfits, it provides a way for customers to visualize how a variety of color palettes work well together, she emphasized.

All of the merchandise is primarily sourced through in-person markets, such as Atlanta Market, NY NOW and Dallas Market. Norrell said she enjoys going to market so she can see the merchandise and have that tactile experience. Also, she noted that attending markets is important for her to connect and build relationships with suppliers.

Since Studio Luxe Boutique opened only months prior to the start of the pandemic, she wasn’t familiar with what “normal” retail operations were like. “I don’t see (the pandemic) as a challenge — it is more of an opportunity,” she emphasized. Her positivity, the store’s focus on an amazing retail experience and the beautiful luxe offerings has resonated with customers and keeps them coming back for more.

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This store’s mission is to “provide children and parents alike a delightful and enjoyable place to explore,” Luna said. Books, gifts, toys and puzzles of all types and price ranges are on hand for all ages. The brick-and-mortar offers an amazing in-store shopping experience, but it also sells merchandise on its website and on Instagram and Facebook.

“We take great care and pride at The Curious Bear in choosing the products we carry. You’ll find high quality books that excite, puzzles that challenge, games that inspire, STEM and Montessori inspired toys and…all the latest trends including Pop Its and Tonie Boxes,” she explained.

Luna shared that the most requested item right now is Pop Its. “All kinds and every kind. Unicorn shaped, game controller shaped. Keychain size, extra large size. Rainbow colored, glow in the dark,” she emphasized.

Overall best-sellers include: bath bombs, books, Glopals, magnetic toys, Pop Its, puzzles, rocks, Tonie Boxes and plush. Luna sources the magnetic toys from Magnatiles and Connetix and plush from Jellycat and Douglas. “We also sell a ton of balloon bouquets for parties,” she shared. She also admitted that she, like other retailers, is dealing with challenges related to sourcing product in the current climate and issues with the supply chain.

The Curious Bear provides seasonal displays at the front of its store, which are refreshed frequently. “The rest of the store has its designated areas so people can easily find what they are looking for,” she said. “Because we tend to buy more SKUS in smaller quantities, we have to consistently reorganize and re-merchandise each area. But that’s what we love so that things don’t sit long, can be easily moved around as needed and keeps customers finding new things each time they come in.”

The shop also offers bundled gift options to customers. “We love a good themed gift!” Luna said. “We have some bundles listed on our website (dinos, unicorns, rainbows, etc.) and offer quite a few more around the holidays. Our staff is trained in helping customers theme and bundle gifts and we wrap for free.” This approach makes it easy for customers to get help, grab a few items that pair well together and have a gift solution that is literally ready to go with the free giftwrap service. Her clients love that service.

Prior to COVID, Luna conducted events weekly and monthly. The weekly story times were a huge draw and its monthly coffee and donut play date were equally as popular — the parents were able to enjoy coffee and donuts while the children played. Additionally, it has hosted a local national soccer team to conduct a book reading and meet-and-greet after. Other events include local author book readings and signings. “People love an opportunity to get the kids out of the house somewhere that is easily accessible. We truly hope to begin offering these again soon,” Luna shared.

A “strong online and social media presence is absolutely key” Luna noted. She posts to Instagram and Facebook daily and conducts weekly and quarterly “lives” where customers can chat with staff to learn about new products or sales. “We also have fun making reels and TikToks and not taking ourselves too seriously!” she shared.

For more information, visit www.curiousbeartoys.com.

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Your next questions likely involve something such as: “Why is it important? What does this mean for me? Where should I start? What should I plan for?” This is why I am sharing some advice, along with some tips from other industry experts, to help you make the most of winter shows and the largest buying season.

START WITH A PLAN.

You cannot expect to accomplish exciting results from attending these show(s) and sourcing new products for your store without establishing a plan. If you are a new buyer, start with research to determine when the shows are held, where the event is located, and if the venue provides new buyer help. Markets do provide this information directly on the websites, but you will need time to plan and research this information.

“Market planning is an all-year activity. Attending our business-building webinars, reading the Atlanta Market Magazine and Las Vegas Market Preview and following us on social media to see the latest and greatest products help buyers maximize their time during the most exciting weeks in the gift industry,” Chelsea Peabody Bohannon, senior public relations manager, International Market Centers, shared. Discover More at www.AtlantaMarket. com and www.LasVegasMarket.com.

FOR EXPERIENCED BUYERS, CREATE A PRE-MARKET TO-DO LIST.

Spend some time on a to-do list before you go to the winter shows — it gives you more focus and clarity to accomplish what you need for your business to remain successful. This list could include brands and showrooms that are a must-see, what sales reps you need to book appointments with, what travel arrangements need to be made, and what product categories or merchandise you will be specifically looking for at market.

COME WITH A BUDGET.

You only want to bring the best products to your retail store, but what you don’t want to do is overspend! I’ve seen it first hand — inexperienced and experienced buyers get swept away with the “market excitement” and make irrational money decisions. Come with a budget (or at least review and establish some budget parameters), and also know what you spent on product last year. You can even take it a step further and break the stats down into Q1, Q2, Q3 and Q4. Also, consider creating a budget for product categories (i.e. toys, baby, personal care, home décor, apparel, etc.). The most successful retail buyers have been known to bring a binder to market with them, where every order from every vendor is organized to help keep track of budgets and orders placed. The binder also serves as a reminder and way to locate all the orders you placed once you return home — without scrambling.

PREBOOK. PREBOOK. PREBOOK.

Winter shows mark the launch of all new seasonal product for more than 70% of vendors. This includes prebooking Holiday merchandise in January/February of the current year — and you thought Christmas was over! If you want to get ahead and do what other successful retailers do, be prepared to prebook for all seasonal merchandise for the entire year.

Also, prebooking is on every retail buyer’s priority list given the current national import delays we still continue to experience. In order to work with these current challenges, it is more important than ever to prebook your product, which can guarantee your merchandise arrives on time and with enough time to resell.

ASK FOR SHOW SPECIALS AND SHIP DATES.

Don’t forget to ask each vendor about show specials and ship dates (SSS). If you are not working directly with your sales rep (i.e. temporary vendor staff is assisting you), up front show specials will not always be communicated to you. This is why you should always ask about show specials with every order, in every showroom or vendor booth.

When it comes to ship dates, remember the same thing —ASK! Not to go on repeat, but this is important as the current import challenges are real. Retail buyers need to know dates upfront so they can ensure that they have enough inventory to meet sales goals for operating expenses.

A fellow 40 Under 40 honoree, Landon Metts, sales manager for Creative Brands Companies, offered this advice: “The best vendors will be able to communicate expected ship dates for their products. They have been able to pivot and understand the importance of stock status to retailers right now. For example, Creative Brands Companies is going into the winter show season with two areas we know buyers are looking for: available now and prebooking. We have adapted and will be ready with this information on hand to help our retailers as much as we can!” Discover more at cb-gift.com.

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“In this shop, we believe that a life full of character is a life well lived. Our commitment is to add character to your parties, gifts and life!” That is the mission of Love of Character, a Kansas- based paper goods and party supplies shop. Mary Billings and her team are known for adding the special touches to any celebration. In addition to the store, they also offer a party venue, including do-it-all-for-you packages.

When the COVID pandemic forced them to close the doors for a time, Billings, the owner, knew she needed to modify her business model. “We put more effort into our online store and started shipping out a lot more than usual. We also offered a local delivery option, and we were running around town every day getting orders to customers,” she said.

Billings shared that other gift shop owners can diversify offerings by adding balloons into the mix. “It does take a lot of work and time, however, so make sure to consider that and have a team ready to help. Helium availability can fluctuate, making that a little harder to navigate,” she advised.

BALLOONS GALORE

Helium balloons and balloon garlands are very popular at Love of Character. The shop offers helium balloons in a variety of sizes and generally sells them in bundles. “The balloon garlands are priced per foot and we can usually do whatever color is requested,” Billings shared. Ready- to-go small balloon garland options are also available for customers to purchase in-store for DIY installations.

Billings noted that customers want parties to be Instagram worthy. Love of Character wants to ensure customer satisfaction and have developed a digital tool to help them create just the right look. “With our Set the Party feature on the website, (customers) are able to mix and match products visually before purchasing,” she emphasized.

“Sometimes customers come to us with their own inspiration, and other times we have some creative freedom,” Billions shared. “For our in-shop installs, we like creating balloon creations that reflect the season and often use the products we carry as inspiration for colors, themes, etc.” Additionally, Billings noted that the Love of Character team enjoys developing ideas from books, shows and patterns.

PARTY TRENDS

Designs range from simple to extravagant and Billings said it is hard to choose one particular favorite from all the designs. One of Billing’s favorite designs was a birthday project, which covered the front of a home that was “colorful and loud.” A Chihuly-inspired chandelier created for an art party and wedding designs are also some of her favorite creations.

Billings enjoys designing for childrens’ parties that offer a play on a particular theme. She also enjoys shop openings, weddings and any celebration that utilizes a statement piece. “I love showing how balloons can be done in different ways depending on the effect they are going for,” she said.

This past year, graduation season was one of the busiest seasons for balloon art. “We were booked beyond capacity and did so many fun installations. I think people were wanting to celebrate their children big after the past school year being so uncertain,” she elaborated. Simple, modern designs for the holidays are trending right now, and the Love of Character team is creating classic helium bundles, which will coordinate with popular themes.

She also noted that metallic orb balloons are also trending as are large number balloons. In terms of garland offerings, Love of Character shared that organic shapes, with a mix of starburst or orb foil balloons are great options.

“Lately we’ve gotten more requests for fun flair being added to garlands, such as foil balloons, fringe, and accessories. Different shapes or colors of frames are also popular,” Billings described. Gold circle hoops have been added to designs and greenery and florals remain popular for showers and wedding celebrations. Billings noted that puppies have been really popular lately. Additionally, there has been a rise in requests for construction or truck, fairies or woodland and space themed designs. “Space has taken on different directions, so it’s always fun to see what theywanttodowithit,”she said. Classic offerings such as princesses, mermaids, cars, and unicorns are still popular.

Love of Character works with a variety of vendors to curate its mix. For balloons, Billings orders from Qualatex, Tuftex, Betallic and Anagram. For party supplies, she turns to Meri Meri, Jollity/Daydream Society and smaller brands as well.

For more information on Love of Character, visit www.loveofcharacter.com.

As seen in Celebrations & Occasions, a special issue presented by Gift Shop® Plus and Stationery Trends.

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Alexandria Carl, retail buyer for Hershey Entertainment & Resorts, said that the resort is located in “Hershey, Pennsylvania, affectionately known as The Sweetest Place On Earth.” The resort is designed for families and its retail shops feature Hershey-themed gifts, apparel and (of course) chocolate.

“The Hotel is owned by Hershey Entertainment & Resorts Company and its core purpose is to help fulfill the dream of our founder, Milton S. Hershey, by providing value to Milton Hershey School in its mission of helping students lead happy, healthy, and fulfilling lives — just as Mr. Hershey intended,” Carl explained.

The overall resort experience is accentuated by the six incredible retail shops on premises. “Our goal is to create a personalized shopping experience for our guests with a high level of guest service. Gifts purchased at The Hotel Hershey aren’t just products — they evoke memories of a fun family vacation to our unique destination, a romantic getaway or a ‘sweet’ spa day with girlfriends,” she said.

Learn more about The Hotel Hershey’s retail environment, through this Q&A with Alexandria Carl.

Describe the overall retail offerings on premise and the product mix available in each store.

AC: The Shops At The Hotel Hershey have something for everyone. Signatures carries exclusive Hershey apparel and gifts as well as The Hotel Hershey logoed items. The Jeweler features a curated collection of fine and fashion jewelry and watches from brands like Le Vian, Roberto Coin, Shinola and Majorica pearls. A Storied Home offers thoughtful, humorous and unique gifts and home accessories. Chic Boutique carries high-end apparel from Lysse and lululemon, bath and body items and fun, fashionable accessories. Shine, A Lilly Pulitzer Signature Store, offers apparel and accessories by Lilly Pulitzer. And Sweets is where you’ll find your favorite Hershey’s candy, novelty candy, plush, puppets, games, toys and puzzles.

Do you offer signature or custom products in any of the stores?

AC: Yes, we carry signature products in each and every store. Signature items range from our exclusive Le Vian Hershey’s Chocolate Diamond pendant to souvenir items like branded clothing, keychains, caps and mugs.

Do you attend any industry trade shows to curate your mix for your stores? If so, which ones do you attend?

AC: Yes, we attend Surf Expo, Las Vegas Souvenir & Resort Gift Show, NY NOW and Couture and JCK jewelry shows.

Tell us about how you create and manage merchandise displays.

AC: Each of our displays tells a story and has a common theme. Most often, we group products by vendor or collection. Adjacency and shopability are key, especially in gift and decor stores.

We encourage all sales associates to take part in merchandising the stores. It’s a great way to learn the product and where it’s located. We try to do display changes on a weekly basis to keep the stores looking fresh at all times. We do larger floor changes quarterly, as our business changes each season.

Do you find it valuable to group complementary products in a way that promotes cross-selling opportunities inside the stores?

AC: We try to do this as much as possible, especially with custom merchandise collections. It maximizes sales and keeps the floor looking clean, organized and easy to shop.

Is there a particular display design that resonates best with your clients?

AC: We do a lot with our impact tables in the front areas of our stores. As guests window shop, they can quickly and easily see the merchandise that is featured on these tables. We change these impact table displays to cater to the clientele we have in-house. For example, in the summertime, we feature items like plush and games that would attract kids and families; in the fall and over the holidays, we feature seasonal merchandise; and during our business meeting season, you can find more elevated souvenirs, like The Hotel Hershey’s logoed Greg Norman polos and handmade pottery.

Describe how your retail stores adjusted during the pandemic.

AC: Our team adapted to safely bring our guests sweet shopping experiences at The Hotel Hershey. Phone orders increased dramatically and continue to be higher volume than in past years. Guests that weren’t able to visit Hershey chose to have their favorite items shipped to them. For the health and safety of our guests, we suspended returns and exchanges during the height of the pandemic. When returns and exchanges were reinstated, we used that opportunity to tighten up some of our policies to be more in-line with the policies of major retailers.

Did you experience an increase in online sales during the past year?

AC: We did see an increase in online sales during the pandemic, as guests were unable to travel to Hershey to purchase in person. Many guests ordered larger quantities of our signature bath and body products so that they could continue to use them daily at home without running out. More information and our online shop can be found at www.thehotelhershey.com/ shopping/.

Do you have any tips you’d like to share with others in the industry?

AC: Changing up displays frequently is so important. Also, it’s ok to make floor changes while the store is open, even if it can be somewhat unsightly. “In progress” displays make customers curious about what might be new. We often sell product while it’s being re-merchandised and looking a little messy.

Top Sellers at The Hotel Hershey Retail Shops

• The Hotel Hershey Bathrobe
• Hershey’s chocolate gift baskets
• The Kitty Keller Custom Cloisonne Ornament
• Signature Spa At The Hotel Hershey Bath and Body Amenities
• Hershey, Pennsylvania private label, chocolate-scented candles from Greenmarket Purveying

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“I think we’ve built our business on everyday value,” Haase said. “… kind of the best goods at the best price is our overall concept.”

They strive to make their store inspiring for their customers — offering a comfortable and clean shopping experience that allows customers to discover something new around every corner.

When thinking about his customers and what they’re looking for when they walk through the doors, Haase said it changes: “It’s highly evolutionary. The secret to success is to keep reinventing every category as much as we can — looking forward and not back. I would say in terms of categories, it has been a scramble these days.”

Shopping the Shows

Patina’s team of eight buyers, including Ward and Haase, attend both Atlanta Market and Las Vegas Market with the goal of finding products that fit into their ever-changing shop environment. As they plan to attend the winter editions of both shows, they’re looking ahead to holiday 2022 — as well as looking at anything available for immediate shipping.

“We work quite far ahead, but we are always looking for anything that is a good fit; if it is a good fit we look at it then,” Haase said. “We look at the lines and it is amazing how it sort of evolves. We aren’t really a thematic environment. Lots of little vignettes, but not necessarily planned, predetermined a year in advance. We’re a little more nimble.”

So, do they have any favorite vendors?

“We are not really line buyers; we are more buying the best of items from all lines,” he said. “It’s an odd part of our business; we have 1,000 vendors.”

The team writes orders with at least 300 to 400 vendors, ensuring they have the variety and unique options their customers expect.

“We work pretty hard; the team does a great job,” he continued. “We are relatively split up by category; each buyer has three categories and that does help quite a bit, but I think that the new part of our business is between categories, so it’s important they are speaking to each other.”

Branching Out

Haase knows there’s always something new to discover at Atlanta Market and Las Vegas Market. But if you’re not careful, you could miss it.

“I think it’s also good to walk a show in different ways,” he said. “Sometimes if you get too much in a habit of walking in a certain way, you completely miss out.”

He went on to say that sometimes after he gets excited while writing an order, he could miss another line or products right next to it because he gets so focused on what he’s doing.

“With our buyers, we spend a lot of time and care looking,” he added.

The team dedicates a lot of time to finding just the right products at the shows — even before they hit the ground in Atlanta and Las Vegas. There’s a lot of pre-work they do with catalogs ahead of time, looking for products that will be just the right fit for their eclectic and varied product offerings.

Most importantly, the team is looking to be inspired.

As they state on their website, Ward and Haase “continue to be inspired by the creativity and imagination of people and the products they create.”

And there’s no better place to see that creativity than Atlanta Market and Las Vegas Market.

Winter Market Dates:

Atlanta Market runs January 11-18, 2022. Register here!

Las Vegas Market runs January 23-27, 2022. Get more details here!

© 2021 International Market Centers

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Opening in the middle of a pandemic was actually a blessing in disguise for Tuit. “It forced us to take it slow and do it well. Since the gathering space was not able to be opened right away, I could focus on the retail portion of the building and get that started first and then we began preparing the gathering space during the quieter winter months,” she explained.

Each part of gather-d is an extension of Tuit. “It’s all carefully curated and hand selected. There are so many little unique rooms within gather-d and they each have their own little flair. I think the best room is the main room with the dining table that guests see when they walk in the front red door. We love to style that space with the unexpected and I love to hear people’s reactions when they see it,” she said.

“I also love what I call the green room because it’s like a small greenhouse with faux plants. And of course it hosts the enormously beautiful hutch that my dad made out of 100 year old barn wood! It’s amazing,” she added.

The new gathering space, a feature of gather-d that was always part of the dream, is a dedicated portion of the shop specifically curated for rentals and classes. From small parties or showers, to business meetings, workshops or maker pop-ups, the opportunities are endless.

In addition to using the rental space for small gatherings, creating art is also on the menu. The create space is an extension of the gather-d experience, a place to come together, explore creativity and learn new skills. Summer classes offered included drawing, painting and sculpture for ages 6 – 14 year olds. “The vision for the create space is to offer quality classes and workshops to kids and adults,” Tuit said.

“It really began with the idea of adding a gallery space to the blank walls in the gathering space. I was being asked if we had art for sale in the store and so I thought this would be a great way to support local artists and provide a variety of art styles without the overhead,” Tuit said.

“To inspire and enjoy each other’s company, there is something beautiful in coming together,” Tuit said.

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