RETAIL INSPIRATION
Southern Louisiana retailer prospers despite ongoing challenges
Susan Dickenson -- Home Accents Today, 8/5/2010 1:51:15 AM
Southern Louisiana retailer prospers despite ongoing challenges
THE GARDEN GATES, a retail home and garden center in the New Orleans suburb of Metairie, La., has been a dream for co-founders Beth and Chad Harris since they were young children. In their late 20s, shortly after meeting, they realized they could run the perfect business together.
"When we started our business we were fortunate that we were not depending on it to support us as we had another business that paid the bills (the Harrises owned a landscape design business)," Harris said. "So we decided that it would have to be perfect - we would only buy what we loved, and treat our customers like we wanted to be treated."
Hurricane Katrina: Saved by a hard drive
Fast forward to August 26, 2005. The Harrises were operating several locations in southern Louisiana, and hurricane Katrina was headed right for them. "I'm basically looking at trying to prepare five locations for a beating and all I can think to do is use my Treo as a hard drive and backup my QuickBooks data to my cell phone and pray for the best."
Retailers Chad and Beth
Harris rebuilt after Hurricane Katrina, survived the recession, and now
face concerns about fallout from the oil spill.
Hurricane Katrina destroyed the Harrises' home and submerged their business. For six weeks, the couple and their two sons lived in a storeroom, their only power supplied by a generator. Chad Harris had to install a shower and, for a short while, the family subsisted primarily on citrus from their backyard.
"We got whacked - and I mean whacked," Harris said. "Every business we had was wiped out. So I get on the phone with the insurance company and the first thing they tell me is, ‘We are going to need some inventory records.'"
Harris, relieved that he'd stored all of his data (on a 1-GB memory card using his cell phone as a flash drive) got a computer running under generator power and printed out his inventory. "The insurance adjuster showed up the next day and... wham! I handed him a detailed inventory sheet with cost and quantities that blew him away." The adjustor cut him a check immediately. "I often tell this story on how I battled Katrina using my QuickBooks POS system!"
"We decided that it would have to be perfect - we would only buy what we loved, and treat our customers like we wanted to be treated."
After digging out from Katrina, the Harrises were faced with a decision - they could file bankruptcy and start over somewhere else, or stay and try to rebuild in New Orleans. They chose the latter.
With the help of two employees and their young sons (then ages 11 and 9), the Harrises reopened The Garden Gates on Oct. 1, 2005, six weeks after Katrina. The business thrived in the months that followed. Harris used the saved QuickBooks data to get in touch with his customers. "I kept phone numbers as well as addresses for all of my customers, so we were able to make phone calls to everybody to see if they were OK and if they needed help."
Since then, Harris has moved the store's data to a network that can be accessed from anywhere. About a year after Katrina, in a loss-prevention story for the National Retail Federation, Harris told writer Liz Parks that Katrina was the best thing that ever happened to him:
"It made me prioritize my life. It made me work really hard and really focus. And it made me say there isn't anything that is going to stop me. If you can come out of this, you can come out of anything."
Recession: "Market like a mad man"
That was in September 2006, a couple of years before the recession would present a new set of challenges to retailers across the country. Harris said he's managed to weather that one by "marketing like a mad man" with efforts that include mail order catalogs, website, blog, Facebook, YouTube, store events, trunk shows, direct mail and fund-raising partnerships with area churches, schools and organizations. "We also run television ads - throw bombs not water balloons - for short periods of time."
The store, which sells accessories, gifts and garden decor in more than 65,000 square feet of selling space indoors and out, added a clothing store-within-the-store this year.
"I believe that we are a marketing company that happens to sell products."
Sales over the past year have been "great." The Garden Gates surpassed its 2009 holiday sales goal and had a string of seven days, back to back, that broke sales records every day. "I believe that we are a marketing company that happens to sell products," Harris said. "I approach everything thinking about how to market the product before bringing the line on. Beth is our buyer, but the marketing question is always asked before she buys."
Plans for 2010 include the opening of a clothing store within the existing store, the launch of two websites, and several new marketing programs to build The Garden Gates brand further out.
Plans for 2010 did not include preparing for economic and environmental fallout from a catastrophic oil spill in the Gulf of Mexico.
Oil spill: Shop local
"The oil spill is just horrible for everyone, not just the Gulf Coast area," Harris said. "Clearly it has dealt a hard blow to the coastlines of Louisiana, Mississippi, Alabama and Florida. Vacationers are opting for other locations because of the unknown - which will or already has created hardship for these tourist economies."
For now, Harris anticipates that the economic devastation will manifest itself more in the long term, about 12-18 months out, rather than immediately. But, he adds, hopefully consumers in the region will become more aware of the importance of spending their dollars locally.
"I would also anticipate that consumers nationally will patronize business in the Gulf Region," Harris added. "Maybe not today, but they will. Can Gulf Coast businesses ride it out? I say they can. People, and especially business owners, from the Gulf region are tougher than nails."
What advice would you give other retailers? Never, never, never stop trying. Even when the worst possible thing cripples your ability to survive. Take it from someone who thought it was all over one day. I decided I would rather die trying than dream about "if I had..." And the advice I would give to everyone - every day you should give more than you take with the expectation you will receive nothing in return. Those that give without reason receive far more than they ever need to take.
What is the most enjoyable part of your job? Honestly, I love it all. I even love the headaches but don't tell anyone. I am thankful that everyday I am able to wake up and come to a place that I love, love the people I work with and love the customers, and do this with the person I love the most, Beth. Our dream came true. I also love my "Open 24 hrs" t-shirt. Those that know me - it speaks volumes.
Describe your store: The Garden Gates is located in a 110-year-old home in a quaint neighborhood setting. The store is approximately 2,000 square feet of interior space and 1.5 acres of exterior area. The store is set up like a home, with French Country and Shabby Chic styling. The bedroom has a wonderful antique bed fluffed with Bella Notte linens. The living room is filled with things you would find in one's own living room - fluffy sofa, warm throws. Other rooms are filled with accents such as handmade glazed pots for the perfect little orchid, handmade baskets with ivy spilling over the edge.
The Garden Gates retail operation includes a 110-year-old, 2,000-sq.-ft. home. Marketing channels include a mail order print catalog, in-store events and fund-raisers, Facebook, YouTube and television ads.
We offer the best in home and garden products: indoor and outdoor furniture, accessories, gifts, home fragrance, art, wall decor, books, mirrors, pottery, fountains, statuary, architectural elements, tableware, garden benches, birdbaths, even all-weather televisions and accessories. The store is open 9 to 5, seven days a week.
Describe your average customer: age 35 to 65, female, two children, one dog, homeowner.
What makes you different? The Garden Gates is a customer focused business that places the customer's expectations above all. We will spare no expense to make a customer happy - no expense. A lot of companies talk about this type of customer service but we live it everyday no matter what. In order to achieve this level of service, we have one rule - no customer is allowed to treat our staff poorly or disrespectfully. Once you establish this with your clients, everyone wins. We are in this business because we love it and we're retailers at heart. Nothing is ever good enough, and we're always looking for the next great thing. We also have the greatest staff in the world. Each and every person is cherished. Several of us exercise three times a week together after work and we all have great respect for one another. Everyone has the authority to make decisions to make customers happy. That is our only goal.
What percentage of your sales are home accents? 25%
Average annual sales: $2.5 million to $3 million
Key vendors: Relish, Canopy Design, Bella Notte, Aidan Gray, Four Seasons
Approximate size of your store: 2,000 square feet inside, 1.5 acres outside
Year your store opened: 1990
What categories of home accents do you carry? Accent furniture, lamps, wall decor, pillows, throws, permanent botanicals, tabletop, garden accessories, fragrance, decorative accessories
Trade shows/markets you shop: Atlanta, New York, Paris; we also travel throughout Europe to source home accessories and garden decor
Do you see any trends emerging or remaining "hot" in home accents for your area? We have begun designing and manufacturing a lot of products ourselves: chandeliers, curtains, pottery, seating and tables. We think that our trend will remain simple, clean and white. We are not "in today, out tomorrow." Our style is forever.
What's the best idea, event or change you've made recently in the way you operate or market your store? If I told you my ideas, I would either have to kill you or charge you. Check out thegardengates.com, thegardengatesblog.com, facebook. com/the garden gates and youtube/thegardengatesnola.com
"To achieve this level of service, we have one rule - no customer is allowed to treat our staff poorly or disrespectfully.
We would love your feedback!
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