Retail Profile: Customs House
Telluride, Colorado
By Susan Dickenson -- Home Accents Today, 11/1/2009
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| At Customs House, furniture serves double duty as display cases for smaller items. |
Customs House offers colorful home decor at "normal" prices in a mountain ski town that's been heavily decorated with bears, antlers and all things Western, according to the couple. Opened just a year, they've somehow managed to buck the recession and are in the process of "greatly" expanding the lines they carry.
The shop opened in December 2008 and operates in 1,200 square feet of selling space. Home accents as a percentage of total store sales runs at about 40%.
Describe your store: The store is located off Main Street in a building with floor-to-ceiling windows in both the back and front. We don't show in room settings, as it takes up too much space. Instead, we use our case goods as display cases for the small items, which allows us to keep more furniture on the floor. We do keep categories together, for the most part — beds and bedding, rugs and throw pillows near the couches, dinnerware and tables linens, and so on. We like a packed store, but always make sure the cash-and-carry items are easy to shop. Everything is fresh, fun and colorful.
Ted and Lynn Wilson pack in lots of color for a fresh, fun shopping experience.
What makes you different? Our motto: "No bears or antlers." The fact that we look like a store you'd see anywhere but in a mountain town is what's attracting customers. Also, we don't carry a product line if another store in the area carries it. We are in a resort town and shopping is a big part of a tourist's experience. Every day we have people coming into the store, all saying the same thing, "This is a beautiful store and I want to buy everything."
What's hot? Home accents made from recycled materials do very well. And anything with lots of color. Beige is out!
Describe your customers: Locals, second homeowners, and tourists.
How do you reach your customers? We maintain an active Web site. In the local newspaper, we run weekly 20% off coupons for different brands and product categories. These coupons never expire, so it gives customers a chance to save money when they're ready to buy.
What's the most enjoyable part of your job? We enjoy the treasure hunting aspect of this business — seeking out those unique yet affordable home accents.
Annual sales: less than $1 million
Home accent categories: Decorative accessories, lighting, bedding, rugs, decorative pillows, accent furniture, holiday decor
Tradeshows/markets you shop: We've only attended Dallas so far, but we spend a lot of time treasure hunting both online and in industry publications.
Key vendors: Rowe Furniture, Dash & Albert, Pine Cone Hill, Potluck Studios, Two's Company, Vanguard Furniture, Tradewinds Furniture, Roost, Thymes, Paddywax, Seascape Lamps, Dust Furniture, Surya, Mariposa, StoryPeople
Web site: customshouseonline.com
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