Store relocation decision ignored basic principle

Tag : microfiber plain

Frankly, we made the move because it was easy. It wasn't anintelligent decision. Any successful retailer will tell you it'sall about location, location, location. It's the reason big-boxretailers have teams of people who do nothing but scout outlocations.
Being visible has been great. Some people who live on the West Sidedrive to our East Side location because it's near the Interstate480 and 271 exits. And the store's layout and design make customerscomfortable. We have a large stockroom for products and retailspace for swimsuits, wigs, turbans and bras.
We took our time finding that location when we moved two miles fromour former Beachwood location. Even with a real estate agent'shelp, it took about a year to find the right location and do thebuild-out. In Parma, we moved next door because it was convenientfor our employees and we were renting from the same buildingmanagement company.
We didn't put any thought into the signing of another five-yearlease, changing demographics or the lack of a guarantee that anemployee will stay with you. In our case, both employees retiredwithin six months after the move.
My partner is a breast cancer survivor, and I enjoy making womenfeel better with all of our styles and new products, such ascustom-made breast forms. Products are phenomenal with a rainbow ofcolors and materials for bras, including European designs made ofmicrofiber.
Our boutique is unusual because insurance companies pay apercentage of the cost for postsurgical products. Ida Joy Shoppessometimes feels more like a social agency because of the nature ofthe business. But it's still a business, with overhead andexpenses, like any other retailer.
When you're a seasoned entrepreneur, you can get comfortable andlax. The next time we move, we'll take our time to do it right. Weplan to be around a long time, and a great location is critical.