Cool field trip

Recently, I was back at my Alma Mater, Indiana University with some old friends.  One of my friends, James Rose (we just called him Jim... I guess he grew up) told me he worked for a company called Charming Charlies.

"Never heard of it" we all said.  "It is a woman's clothing and accessory store," he says.  "Jim, you work at a woman's clothing store?" we asked, shocked! 

He then very passionately told us about this amazing company that started by a young guy in Texas.  He had gotten an MBA, then designed this concept.  He tested a store, then another.  So in the first several years, he had only opened a handful.

Today, Charming Charlies has over a hundred stores and growing like a weed.  The owner is getting noticed and is getting a bunch of awards in how he is doing things.

So, I had to check it out.  First thing, the sign out front is very understated, a small tasteful logo. 
You walk into the store to basic store fixtures throughout a large store format.  It was interesting in that the store is laid out by color.  Not that you would know this, you just see it.  There is NO signs in the store.  As you move throughout the store you notice different areas that are tastefully done, well merchandised, with easy to put together looks for woman.  It is all moderately priced.

Every time they get new stock into the stores, it is an exciting time as it will only be received in once.  Then, when it is gone, they will get the next cool item in.  My wife tells me this is not that new a concept.

But my friend said, the magic is the people.  The manager is paid $30 k.  But they can make VERY good money because they are paid 1% of sales.  If they build a $2,000,000 store, they get a $20,000 bonus!  So they have huge motivation to hire fantastic people.  They have huge motivation to build incredible relationships with clients.   To ask clients to refer friends is expected.

It is all about the long-term.  If they can build their store over the years to be huge, they make huge money!

Balance that against every other retailer.  They pay the manager a moderate salary, let's say $40 k.  Plus they offer a bonus of 10-15% of their base pay to hit sales goal against their budget.  If they miss their budget, they don't get a bonus.  It is generally much more short term, quarterly thinking.  I used to do it this way as well!

Their tag line is "Fun, friendly, and fabulous." 

I like it!!!  Well done Charlie!