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The Rewards of Retail The owner of Hickory Fireplace & Patio believes that running a hearth/patio-furniture business has infinite rewards.
Written By Sharon Sanders
Photography by Robert J. Dant
Someone once told John Crump, owner of Hickory Fireplace & Patio, that running a retail store would be the hardest job that he would ever have. A little over 17 years later, Crump wholeheartedly agrees. What that person didn't tell him was that it would also be the most rewarding job that he would ever have.
“The patio-and-hearth industry is interesting, challenging, and filled with good people,” Crump says. “I wish I had started in it earlier.” Crump's business sense and enthusiasm for the industry have made him a retailer who is successful in every sense of the word.
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| From left: John Crump, Hickory Fireplace & Patio's owner; Lee, his son; and Elizabeth Long, veteran sales associate, enjoy the personal rewards of working in a small-town hearth/patio specialty store |
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| Hickory, N.C., locals were thrilled when Crump converted an old, historic textile mill into Hickory Fireplace & Patio's 14,000–square-foot showroom in 2003, preserving a part of the town's heritage. |
Making Lemonade
In 1992, Crump and his wife purchased a 2,000–square-foot stove/satellite-dish store in Hickory, N.C. They were excited about the possibilities of their new venture. After less than six months, though, they realized the business wasn't what they had hoped because the satellite-television industry was undergoing some major changes. “The business I thought I had when I bought the store just went away,” Crump says. “To put it nicely, we bought a lemon.”
The Crumps had no choice but to find a way to supplement their stove business. After doing some research, they found it clear that the best way to get back on their feet was to diversify. Like many other retailers in the hearth industry, Crump decided to introduce casual furniture and a few other products into his product mix.
That choice turned out to be the right one, and Hickory Fireplace & Patio was born. After doing business in a small warehouse for a few months, and in a strip mall for over 10 years, the store eventually moved into its current location (in a large, old textile mill) in 2003. “We remodeled the inside, leaving the ceilings exposed, and restored all of the original hardwood floors. Customers love the store because Hickory used to be a booming textile town, and the building preserves that history,” Crump says.
The showroom floor is a spacious 14,000 square feet, and the warehouse is on the lower level of the building, which is one of the main reasons that Crump chose the location. “We are able to display all of our merchandise, with room to spare,” he adds.
Up for a Challenge
Every day is an adventure for Crump, who is enjoying the challenges of his revitalized business. He settled in quickly with hearth products, but he admits that even after many years of selling high-end casual furniture, he's always learning.
“The hearth business came naturally to me, but the patio business seems to change every time I turn around, whether it involves new fabrics or furniture styles,” he says. “It's exciting and profitable, but challenging.” The majority of Hickory Fireplace & Patio's business continues to be hearth related, and he sells a full lineup of products, including stoves, gas fireplaces, and inserts.
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| High-end casual furniture has become an inseparable part of Hickory Fireplace & Patio's product offerings. |
He has chosen to do business with only a handful of high-end hearth vendors, using a strategy that he developed early. “Each time we've narrowed down the number of manufacturers that we deal with, our sales and profits have gone up,” Crump says. The same holds true for casual furniture. “It's a strategy that has worked well for us. If you give people too many choices, they end up not making a choice,” he says.
There is no doubt that Hickory Fireplace & Patio has carved out a niche for itself as the hearth/patio store that offers the best selection in the area. Crump credits this fact to the strong relationships that he has developed with his manufacturers and to their willingness to give him exclusivity for certain product lines. He recently added outdoor fireplaces and firepits after he began to get more and more requests. “I see a lot of potential for us in the category,” he says.
Lessons Learned
Crump is always willing to share his experiences with business owners who are interested, as he has received much valuable advice himself over the years. “One thing a friend told me, when I was starting out, was, ‘Don't run out of money,'” he says. “When you start or expand your business, make sure you either have money outright or have borrowing capacity.” This advice is something that he applied throughout his three store relocations, and it has helped his business thrive.
Crump also encourages retailers to automate as much as possible. He automated his business from the very beginning, and a few years ago, he invested in a point-of-purchase sales system that has increased efficiency. “Initially, I hated to spend the money, but it truly has helped us become even better managers of our money, merchandise, and time,” he says. He also warns retailers to resist the temptation to offer low-priced merchandise to compete with the big-box stores. “You will never win that game. I've tried it, and it didn't pay off,” he says.
Looking back to when he purchased the original store, Crump is pleased with the way that things have turned out, despite a rocky start. He knew that he wanted to run his own retail business, but had no idea that he would enjoy interaction with his customers so much, would thrive on the excitement of dealing with different issues every day, and would develop a passion for the patio and hearth categories.
“I am proud to be a part of an industry that takes so much pride in the innovation of its products and in investing in the well-being of its dealers,” Crump says. “I have made friends in every part of the industry, and I've found that, with one or two rare exceptions, people are always open to helping an associate—whether by trading inventory, answering a question, or just lending an ear to listen. It's nice to know that you are not out there all alone.”
PHPR May/June 2009
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