Retail profile: Total Bliss

HUNTERSVILLE, N.C.

By Susan Dickenson -- Home Accents Today, 6/1/2009

Nancy McKee, owner of Total Bliss, layers her merchandise to help the customer see a total picture.

Total Bliss, in Huntersville, N.C., operates as an independently-owned store within Blacklion Huntersville, a multi-merchant retail and design center. Owner Nancy McKee, says the advantages and disadvantages of owning a small shop are the same as those associated with a large shop ... just in smaller scale. "The main advantage is the joy and personal satisfaction of 'owning' something, molding it into what you want it to be, steering the ship and plotting the course," she said. "The disadvantage is competing with chains/big boxes with enormous budgets and branding power."

McKee uses lots of layering in her shop, which evokes a relaxed cottage style. "My displays integrate product function. For instance, I show a chair with a table and lamp beside it, a book and readers on the table and perhaps a wine glass. I don't want the customer to have to work the store putting lamp with table, table with chair, rug with chair, etc."

The shop evokes a relaxed cottage style using displays that integrate product function.

Founded in 2004, Total Bliss offers mid-priced lines in 300 square feet of selling space. Home accents accounted for 70% of 2008 sales and include accent furniture, lamps, wall decor, decorative pillows, throws, permanent botanicals, tabletop and garden decor.

Key vendors: Cooper Classics, Sullivans, Uttermost, Picture Source

What markets do you shop? I go to several markets a year. It is important to know what's out there and what your competition will be buying.

Do you see any trends emerging or remaining "hot" in home accents for your area? No longer are women making all the home decor decisions. Men share almost equally in the shopping, decision-making and spending.

What makes you different/sets you apart from the competition? I work to stay tight with my look and style. Everything that I sell fits together for the customer's home and in the store displays. It makes my buying and merchandising easier and it helps the customer see a total picture. I make my own floral designs and try to put some individual touch with most everything I sell.

How do you reach your customer? When I opened in 2004, that was still the newspaper ad age. I've abandoned that for e-mail announcements, Web site, pay-per-click ads on Facebook, Twitter.

How have you been affected by/responded to the economic downturn? The downturn heightened last August, which was the same time we relocated our store. The combination was tough. My sales have suffered and it is hard to separate the two events to pinpoint the cause. It really doesn't matter now, I guess, because I am committed to going forward. Things have definitely changed and merchants will have to change as well. It is scary that the future is uncertain, but also exciting that we will have input in the new tomorrow of retail.

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