A novel lifestyle store Curious Sofa

Debbie Dusenberry opened her store in 2000 after an almost 20-year career as a photo stylist. Though she'd always been self employed, she was ready for a change and her own store provided an outlet for all of her interests, from the graphic design involved in creating ads, signs and postcards to the art of displays.

Initially she rented space in an antique mall and then an interior design store before opening her own store in downtown Kansas City. The very name, Curious Sofa, speaks volumes about the ambience and attitude of the shop; it was taken from the title of offbeat author and illustrator Edward Gorey's book, The Curious Sofa.

"I feel there is a new breed of shoppers and homeowners who want to have their homes look easy and welcoming but still pulled together," she said. "Our mothers were raised to be more meticulous with matching tables, firm sofas and precious objects. To me, these things aren't part of everyday life and that's not what Curious Sofa is about."

Curious Sofa's first home was in a 1,600-sq.-ft. 1900s storefront. After four and a half years Curious Sofa had evolved and outgrown its small space. The downtown location was hard to find and foot traffic and parking were sparse.

"When you start out you just want to get a building you can afford, but there comes a point when you learn more and more about retailing and realize how hard you're working for little reward," Dusenberry said. "I had an epiphany and knew I had to jump in or jump out, so I did my homework and jumped in."

The jump came in March 2005 when she moved to a more upscale outdoor shopping center in Prairie Village, Kan. The move to a 3,700-sq.-ft. space certainly opened up the possibilities for bringing in more products, but it also presented an issue of maintaining the same atmosphere the store had become known for.

"Our new location is in an outdoor shopping center," Dusenberry said. "We had to transform it into the downtown feel customers had grown to love with old brick, tin ceilings and plastered walls, but also give new customers something different and exciting."

The physical aspects of the store give it personality, but it's the products Dusenberry brings in and the way she displays them that keep customers coming back to see what's new and get decorating ideas for their own homes.

"We have an offbeat mix of home furnishings with a casual, European farmhouse way of living," Dusenberry said. "Hand-hewn textures, down-filled cushions, luscious consumables — everything is carefully purchased for an overall look. I try to buy timeless objects at a variety of price points."

The top three selling categories at Curious Sofa are furniture, lighting and bedding, and margins depend on the vendor. Dusenberry carries some items for aesthetic reasons, but mostly she buys items because they sell well and she can make a profit. Though custom furniture can be a headache, it brings in the most money with little effort and since she rarely sells the floor samples, she doesn't have to replace them. Candles and bath products also do well once you find a line customers can become addicted to, Dusenberry said.

Like many retailers, she keystones merchandise and adds shipping accordingly, though sometimes a rogue product sneaks up on her.

"There have been a couple of instances when I open a box and can't believe I ordered that," Dusenberry said. "I will literally sell it for cost or put it on the sale rack. Hunting down the right item at market that you can really make some money on is the key, but you work for it."

If a product isn't moving as quickly as she'd like, Dusenberry moves it a few times, showing a different use for it or groups it with other items. After that she marks it down 50% rather than letting it linger for 10% increments.

Customers might find an antique dress form and clocks that look vintage but aren't, as well as jewelry from Jill Schwartz's company Elements, leather journals, picture frames and more. Though the store carries a multitude of items, it's not overly crowded and has an overall neutral color palette that's easier on the eyes.

"I do not use a lot of color in the store because I feel it can be confusing when you sell so many items," Dusenberry said. "My staff teases me about my 'No Sprinkling!' theory to display. We group items together and the impact is stronger. I try to teach my staff to add an antique object to every vignette of new merchandise as well. I also throw in a bit of whimsy, something dramatic, because retail really is theater. We change the store frequently to keep customers excited and wanting to come back."

Years of photo styling for commercials, catalogs and movies have given Dusenberry clever insight on displaying and romancing the treasures in her store. Old wooden ladders are used to showcase fabric choices from chenilles to linens, which are grouped by lights and darks, and florals and patterns. The fabrics are available by the yard or as upholstery choices.

Quilts from all over the world are stacked in a cabinet as well as employed as tablecloths and throws and even on the beds, while an antique medicine cabinet holds yards of new and hand-dyed ribbon.

Curious Sofa is divided into areas of merchandise. Boudoir is filled with jewelry, robes, body products and other accessories and Paperie is stocked with quill pens, old typewriters, stationery and cards. Lounge is laden with custom furniture and accessories and Coutellerie, (French for kitchen) is piled with cookbooks, topiaries, pottery, glassware, dishtowels, Vietri tabletop and more.

Vintage and new items mingle to create great displays of silver, while yards of ribbon find a home in an old medicine cabinet. Vietri tabletop, right, is a perfect fit for Curious Sofa, with its Old World charm and vintage feel.

Curious customers

Dusenberry identifies with her customers who typically are smart, professional, creative females 30 to 60 years old who prefer an undecorated look.

"She likes quality, something unique and a bargain now and then," she said. "She's like all of us who work here."

Curious Sofa has great word-of-mouth advertising, which Dusenberry said is effective because it's continuous and requires no planning. This makes customer service and creativity even that much more important so customers have something to tell their friends.

Recognizing the importance of the Internet, Dusenberry has had a Web site from the beginning and has invested a lot of time and effort in it. Though a sprinkling of customers would like curioussofa.com to be an e-commerce site, Dusenberry doesn't see that happening for a few more years. She's concentrating on getting her footing in the bigger location and creating an environment that draws customers. She has found e-mail to be the most cost-effective method of reaching her customers, though she does mailings for special VIP events.

She's tried print ads in magazines, something she describes as a bad business move.

"Buying high-priced ads in magazines that I would not normally read was a bad idea," Dusenberry said. "If I'm not for my business, who will be? If I haven't created a store I would like to shop in, who else will? I won't advertise in something I do not normally read because I believe most of my customers are a lot like me. You learn over time where to put your money."

Instead, she spends her ad dollars, about 5% of her budget, on the Web site, direct mail and events like her holiday open house. The store is closed for two days of decorating for Christmas, and while initially this worried Dusenberry, the buzz it creates is well worth it.

One of her best ideas was creating a VIP customer list and telling those customers about it. These shoppers get special invites to preview parties, like the holiday open house, where they enjoy discounts, food, champagne and music a day before the shop is open to the public.

"I learned early on what they say is true, 20% of your customers will do 80% of your business," Dusenberry said. "I try not to forget them."

Finding the right employee is a challenge for all retailers, and Dusenberry said she prays and relies on her gut feeling when she hires. She's also placed ads on craigslist.com and has found quality people usually respond.

Her salary and benefits packages are in line with most small retailers. She offers above average hourly wages, small employee discounts that grow with tenure, paid vacation after one year, health insurance for managers and Christmas bonuses based on performance and profit. There also are more personalized perks throughout the year like dinners and small gifts.

Belgian linens, laces and fabric can be found throughout the store, ready for use on tables, sofas and more. Dusenberry carries her brand through every aspect of the business, including the vintage looking hangtags and ribbons she designed.

"Everyone here works 32 hours a week or more," she said. "I want us all to know everything about working the store and eventually know all our repeat customers by name. Running the business more efficiently is my goal. Delegating tasks based on my employees' skills, dealing with vendors who are reliable, buying smart — it all takes time."

Dusenberry cautions those just starting out to "pay yourself first. Otherwise you get caught up in paying everyone else; you are one of the bills as well and people can become very bitter if they aren't getting paid."

She advises retailers to be an example because vendors, sales reps, customers and employees talk.

"Work hard, be nice and pay your bills," she said. "Also, be different and build your brand."

One of Dusenberry's favorite aspects of moving the store was creating the "bones" and designing the interior, and while she's not likely to open another Curious Sofa, she's not closing the door on some other type of retail endeavor like a garden shop, book or jewelry store.

Dusenberry's goal was to create a store much like a home, one where shoppers feel comfortable and invited. Plaster walls, faux painting and tin ceilings hide the fact this space was once a mass retailer.