Closic's Makes Customers Feel at Home

Opened in 1971, Closic’s Baby & Teen has grown to become the largest children’s furniture and accessories retailer in Delaware Valley. The two-story, 14,000 square-foot showplace prides itself in making new and growing families feel at home. The first floor is dedicated to infants and the nursery, while the second floor is geared toward children and young adults. Zora Sawyer shares how she “grew” into owning and managing Closic’s and how being a good listener has helped her satisfy customers with children, from crib to college.

How did you get started in children’s retail?

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I have been in retail all my life, but the children’s side for the last 20 years. After the birth of my second child, I felt I had something to offer. I first started as a manager and buyer for a children’s furniture store and later took over ownership.

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What was your background prior to this business?

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I started as a merchandiser, then a manager and buyer.

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What was the biggest challenge you faced when starting up?

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My greatest challenge was at the end of 2008 and 2009 due to the economy. I found myself with all mid to high-end products and I needed to diversify. I still kept my mid to high-end products and I added good quality products at a friendlier price point.

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What is one thing you would have done differently?

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I would have diversified my products immediately. We had mainly all baby and teen furniture, and I started by adding gift and shower registry items. It was not until last year that we added car seats and strollers to our mix.

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What do you feel are the three biggest keys to your success?

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1. The love of the business.
2. Diversification.
3. Listening to our customers. I am a member of Baby Furniture Plus, which is an association of 78 independently-owned and operated specialty stores; we have a great network system, exchanging ideas and product knowledge.

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How do you evaluate and choose new product lines to pick up?

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I have different methods for selecting products. For example, when it comes to furniture I start with quality, construction and style. I also research the manufacturer’s history. I do like to offer my customers a large selection of styles, colors and price points. We currently have 30 nursery groups and 30 toddler/teen groups. As far as the small stuff, I like things that are fun and a little different. I also rely on publications and trade shows to discover new products.

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What types of marketing are most effective for your business?

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E-mail marketing and advertising in local newspapers. We also use radio for special information and some direct mailing.

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How do “green” or eco-friendly concerns weigh into your business decisions?

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I make sure that I have a good selection of furniture, linens and mattresses for babies through teens. I also offer special wooden toys and items made of recycled materials.

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What is one trend you’re currently seeing with customers?

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I find my customers are more informed and they are looking for quality products that are safe, but still at a great price.

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How does your business make use of the Internet?

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We have two Web sites and are working on a new one that would incorporate information and e-commerce. We have found that people love coupons, so once they register their e-mail address we send them a thank you coupon for $25.00.

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What is one change/addition that’s had a positive impact for your business?

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We have added a referral program and a special shopping day for grandparents.

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If you had one piece of advice for someone entering children’s retail today, what would it be?

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You need passion, not just for the business but for your customers. You need to be wiling to change with the times when it comes to products and style. Always make a customer feel welcomed in your store, as if they were a guest in your home. We offer cookies and water to all our customers. On special occasions, such as Mother’s Day, I bake cupcakes and give out flowers to plant.

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More About Closic’s Baby & Teen

Closic’s Baby & Teen is the largest children’s furniture store in Delaware Valley. Closic’s provides the widest selection of affordable, high-quality nursery and children’s bedroom furniture, glider rockers, bedding, mattresses, toys, books, linens and accessories. Customers are invited to schedule an in-home consultation with Closic’s interior designer, and custom orders are a specialty. Multiple-birth discounts, personalized shower registry and free shipping on registry purchases are some of the value-added services.

Closic’s is rated “Best Specialty Store” in Delaware Today Magazine.

Closic’s Baby & Teen
4201 Miller Road
Wilmington, DE 198902
302-764-7787
www.closicsfurniture.com

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