Glee, a whimsical gift and accessories shop, has a loyal and fanatical fan base that has followed the shop from its original brick and mortar beginnings to its new boutique on wheels.
Our role in a nutshell:
While the store was generating high-sales volume, we were tasked with helping the owner grow strategically. This involved expanding her assortment above and beyond the handful of key vendors that were really driving her business.
The not-so-secret recipe:
We deconstructed the assortment, looked at sales and gross margin opportunities in other merchandise classifications and identified the key lines that needed to be maintained. We advised the owner to rearrange the sales floor to more strategically merchandise key vendors amongst newer ones to capture customers’ attention and create incremental purchase opportunities.
We’re proud to report:
- Previously considered secondary merchandise categories were 35% up year-over-year.
- Reliance on a big vendor to drive business was eliminated, thus yielding a more sustainable dynamic for the business.