STORES Magazine - December 2014 - (Page 26)

n CONCEPT2WATCH Selling the Preppy Life Stephen Glasgow and Matthew Watson walked away from successful law practices to launch retail lifestyle brand Country Club Prep. The website came first, in 2012; with Internet sales growing at over 600 percent annually, the first store opened last July in Charlottesville, Va. A second opened in November in Lexington, Ky. "We want to create nice memories for our customers," says Glasgow, "fond memories so when people come back to where they first shopped with us, maybe while they were in college or on vacation ... their trip won't be complete without a visit to our store." To stand out from the plethora of prep purveyors, Country Club Prep offers shoppers mimosas and appetizers on weekends during events at local universities, as well as free Wi-Fi and a big screen TV. Paintings of local scenes by area artists line the walls and merchandise is frequently rotated to maintain the sense of something new when shoppers visit. Stores average 2,000 square feet, and more than five associates are on the floor during busy times. Nearby shops and restaurants generate street traffic; marketing includes social networks, local newspapers, email lists and word of mouth. Sales per square foot are between $300 and $400; annual sales projections for stores that have matured are about $600,000 to $800,000. The two hope to open three or more company-owned stores along the East Coast next year. "We tried to create a store that embodies the attitudes we have," Glasgow says, "preppy but never stuffy. We want to be part of a campus, part of the community we are serving." - Liz Parks COUNTRY CLUB PREP Atlanta Co-founders: Stephen Glasgow and Matthew Watson Locations: 2 26 STORES December 2014 NRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - December 2014

Forward Focused
Retail People
Editor's Page
President's Page
Retail Politics
NRF News
NRF Communities Update
End Cap
Business Operations
Inventory Management
Customer Relations
Store Operations

STORES Magazine - December 2014