The Bon-Ton Stores Inc., which operates many stores in small and midsized communities, is expanding its Close to Home initiative featuring local artists, artisans and designers.
Bon-Ton plans to add Close to Home in-store shops to at least 100 stores this year after launching in 45 units last fall.
As part of the expansion, Bon-Ton will stage a Close to Home online sourcing fair giving local artists, designers, artisans and entrepreneurs with established businesses and galleries a chance to sell their products in Close to Home shops.
Product submissions for the sourcing fair are being accepted through March 24 at closetohome.bonton.com. Applicants must reside in one of Bon-Ton’s 25 states where the company operates stores.
Close to Home shops feature locally sourced and themed products. Bon-Ton said from September through December last year, sales at the shops more than doubled projections. The company expects continued growth in 2017. However, sales overall at the retailer declined 3.1 percent during the 2016 holiday season.
Related Galleries
“Our regional merchandising teams carefully curated these shops to deliver customers a hometown shopping experience that reflects the tastes and buying preferences of our local communities,” said Kathryn Bufano, president and chief executive officer of The Bon-Ton Stores Inc. “The Close to Home shops have been a great opportunity for us to showcase local artisans and entrepreneurs and demonstrate our commitment to supporting the communities we serve.”
“We want to drive a lot of newness into each location,” Bufano said. “The concept brings back that idea of curiosity and unpredictability. We want customers to be surprised when they walk in.”
Bufano said the shops are 500 to 700 square feet and in “very focal” locations in stores, including the center core, by prime entrances and by escalator walls. She also said the assortments tend to be very gift-oriented, and filled with hand-knitted apparel and accessories, including mittens, hats, socks, as well as jewelry, natural candles, coasters, glassware, pillows, blankets, bath and body products, and other gift items.
Bon-Ton has been finding products for the shops by visiting small specialty shops where the proprietor is often the maker, visiting craft fairs, going online, on social media or via word of mouth. Often, makers hand-deliver products to the stores.
The strategy, Bufano said, is “counter to a big department store’s operational model, but it’s paid off in sales and good will. It brings the authenticity of localization to a whole different level.”
“I doubled my yearly revenue in 2016 and had more sales in December than the entire previous 11 months combined,” said Carma Wood, owner of Kiyi Kiyi Cosmetics in Willmar, Minn. “Being featured in a Close to Home shop has allowed me to reach a wider audience of customers.”
“With our products in the Close to Home shop, we have seen not only an increase in sales, but an increase in overall brand awareness,” commented Clint McMahon, owner of MPLS/STP Clothing. “We are very grateful to be included because our business is all about helping people celebrate home and show their hometown pride.”
“We started out selling primarily at craft fairs, farmers markets and a few boutiques, and then Bon-Ton called,” said Kelley Grace Quakkelaar of Wisconsin’s Gracie Designs, which produces hand-crafted wristlets and trucker hats for the Close to Home shop. “It’s been a significant ramping up of our business.”
Through the online sourcing fair, Bon-Ton plans to broaden the selection of custom-designed and produced clothing and one-of-a-kind creations such as artwork, paintings, jewelry, decor and art objects crafted by local artists.
Bon-Ton aims to have Close to Home shops in at least 150 stores by mid-2017, representing more than half of the company’s stores. Bon-Ton, which is based in York, Pa., and Milwaukee, operates 263 stores, including nine furniture galleries and four clearance centers, in 25 states in the Northeast, Midwest and Upper Great Plains under the Bon-Ton, Bergner’s, Boston Store, Carson’s, Elder-Beerman, Herberger’s and Younkers.