Specialty Shop Retailing: How to Run Your Own Store (National Retail Federation Series)

Praise for Specialty SHOP Retailing

"A well-written book which covers all aspects of specialty retailing. A wonderful resource for anyone in retail or thinking about opening a shop." —Kim Mack, Vice President, Crabtree & Evelyn

"Specialty Shop Retailing is a bonanza of savvy ideas and an excellent road map to success in specialty retailing. . . . Schroeder apparently has done it all, or most—and, thankfully, she's willing to share it with the rest of us!"—Phyllis Sweed, Editor-in-Chief, Gifts and Decorative Accessories

"Everything you wanted to know about specialty retailing you can learn right here. . . . A must read by all prospective owners and all key employees. . . . Add your own creativity and fun, and you have the formula for SUCCESS!"—Joan F. Gillman, Director of the Family Business Center, University of Wisconsin-Madison

"The first book you should read if you want to open a successful retail specialty shop, and a must book to read if you want to compare your store with one of the best in its field."—Bill Haefling, President, Haefling & Haefling, Inc.

"If you've ever been in Carol Schroeder's store, you've probably wondered whether she believes in magic. There is something about her shop that creates a magnetic pull. . . . In this book, Carol describes clear, conscious management decisions that work."—Catherine Stover, Editor, Small Business Forum

"If you plan to open a specialty retail store, this book is a must! . . . I guarantee that those with existing retail operations, regardless of the maturity of the business, will also benefit from this book. Enjoyable reading!"—Anne McGilvray, Anne McGilvray & Company

"Carol Schroeder's insightful and humorous approach, combined with her broad human understanding and expertise, make for enjoyable as well as instructive reading. This book is essential for anyone who is considering opening a retail store."—William E. Little, Jr., Chairman, George Little Management, Inc.

When Carol Schroeder and her husband founded Orange Tree Imports 20 years ago, they had no retail background whatsoever. Carol knew she was in for a learning experience—and learn she did! She taught herself merchandise display, record keeping, inventory management, and a myriad of other skills that make up the store owner's craft. Carol is now an award-winning retailer; her "little gift shop" enjoys annual sales of $1.5 million and employs more than 30 people. In this book she shares her learning experience with anyone who dreams of achieving the independence and satisfaction that come with running your own store.

But Specialty Shop Retailing is much more than a lively memoir filled with helpful hints. It is a comprehensive guide to every aspect of opening and operating a retail store. Ms. Schroeder covers everything from choosing a location and store design to niche marketing, advertising, and customer service. She supplies more than two dozen forms ready to copy or adapt for use in your own store; and her tutorials on visual merchandising, store design, and advertising are supplemented with beautiful photographs, sample ads, and witty cartoons. The book includes an extensive glossary of retail terms and a bibliography of additional reading sources for help on special topics such as writing a business plan and managing employees.

Like any wise businessperson, Carol Schroeder doesn't rely entirely on her own experience. From interviews with dozens of the most successful specialty retailers in the United States and Europe, she culls practical solutions to some of the field's most daunting challenges. She addresses major strategic issues, such as competing with big box discounters and diversifying product mix. Many of these solutions are built on straightforward, simple techniques that can be used in any store setting.

Whether you're a seasoned retailer with many years' experience or a novice just beginning to plan a store, Specialty Shop Retailing will surprise you with a host of new and imaginative ideas to make your store more attractive to customers, more profitable for you, and more interesting and exciting for everyone.

CAROL L. SCHROEDER is the co-owner of Orange Tree Imports, a $1.5 million gift and kitchenware store in Madison, Wisconsin. She has over two decades of experience in specialty shop retailing, beginning with the Scandinavian furniture store she and her husband Dean transformed into a unique shop featuring gourmet products, toys, seasonal decor, foods, jewelry, stationery, soaps, and more. Orange Tree Imports was chosen as one of five Millennium Retailers in the United States by Gifts and Decorative Accessories magazine and it was voted "Best in Business" by In Business Magazine.