Specialty Fabrics Review December 2019 - 49

Agricultural · Industrial · Commercial

work for patio enclosures, Jeeps®, golf
carts and tents.
Hampton sold the first zippers locally,
but concluded that she could significantly
expand the market for the zippers if she
made them available online, so she dove
into the world of e-commerce.
"It was a very big learning curve,"
she says. "It wasn't 'Build it and they will
come.' I've invested a huge amount of
effort educating myself in a way that
drives traffic to my websites."
As Hampton added more products
to her online offerings, including an
expansion of the EZ-Xtend line, she
recognized that the world of online selling
was anything but static. "It's its own
animal, and it's constantly changing," she
says. "If you're not up-to-date with what's
going on, you're not going to be relevant,
and you'll be doomed to fail."
While four of Hampton's seven
employees are devoted to the online
portion of her business, Hampton says she
believes it's important for her to remain
hands-on. "It's like a fabricator who puts
CAD in their shop," she says. "If you don't
know how to do it yourself, you're at the
mercy of those you hire who do. You're not
the one who's educated. If you diversify,
make sure you're the one who knows how
to do it, and then train your employees."
Hampton has also expanded her shop
off the internet, sewing airplane covers
and auto-related canvas for customers
associated with the nearby Road Atlanta
racetrack. "I'll do anything that looks
interesting to me," she says. "And it has to
be a good fit. If I don't enjoy it, I don't do
it. Some work I don't want to do, but some
things I'm totally psyched to do."

Signature
TA R P
C o v e r Yo u r I n v e s t m e n t

1 1 C OLOR S TO C HO O SE F ROM Fire Retardant Material in Select Colors.

859-375-5268

3433 White Hall Road | Mackville, KY 40040 | Fax: 859-375-5269

M A N U FA C T U R E R S O F
Tension Fabric Building Covers
Mono Covers · Keder Panels · End Panels · Gather Doors · Ratchets & Accessories

A NEW STANDARD IN

Jeff Moravec is a freelance writer
from Minneapolis, Minn.

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Specialty Fabrics Review December 2019

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Specialty Fabrics Review December 2019 - 1
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