‘Close to Home’
The Close to Home shop at the Bon-Ton in Lancaster
A Pittsburgh Steelers serving tray made by Kindred Hearts is among the products sold in the Close to Home shop at the Bon-Ton in Lancaster.
Melinessence Penelope Scented Soap sold in the Close to Home shop in Lancaster
Lancaster-themed glassware by Susquehanna Glass is sold in the Close to Home shop at the Bon-Ton in Lancaster.
Bon-Ton Stores Inc. has launched an “online sourcing fair” to attract local artists, designers, artisans and entrepreneurs with established business and galleries who are interested in growing their businesses by selling their products in the retailer’s new “Close to Home” shops.
The in-store shops, which feature locally sourced and hand-crafted products that reflect the tastes and buying preferences of local communities, opened in the fall of 2016 in 45 stores nationwide, and became quite popular during the holiday shopping season. From September through December, Close to Home sales more than doubled projections.
The retailer expects continued growth in 2017 and plans to expand its Close to Home initiative by adding in-store shops to at least 100 stores, including the Bon-Ton at Washington Crown Center in mid- to late May. Christine Hojnacki, vice president of public relations for Bon-Ton, said local makers and small businesses who submit products on the Close to Home link, http://closetohome.bonton.com/, by March 24 will have an opportunity to be part of the new shop in Washington.
“The Close to Home strategy is to be your hometown department store,” Hojnacki said in a telephone interview from her office in Milwaukee. “There is such demand, and we’ve had great success. We’re really looking for small artists or artisans who make unique items that are giftable items. What we want to do is have a great curate for the best selection.”
Obviously, products vary greatly from store to store and state to state. However, products have included apparel, jewelry, candles, bath and body products, sports-themed items, artwork and home décor, such as pillows and wall hangings.
“Really, for us curating a shop that has variety, it must be locally sourced or locally inspired,” said Hojnacki, adding that when the in-store shops were launched, a lot of consumers bought items for gifts, particularly brides who were seeking the perfect gift for their wedding party.
“One of the things that I want to call out … we actually buy their products,” Hojnacki said. “We work with them, and show them the best way to manage the distribution and ticketing. We’ve built a lot of good relationships.”
When Bon-Ton launched the Close to Home shops, the retailer relied on regional merchandising teams to find products by conducting their own research and outreach. Etsy, websites and markets were good resources.
However, Bon-Ton is hoping to extend its reach – and product lines – through the online sourcing fair.
“We really need people in the area to submit products,” Hojnacki said. “We don’t want to deter people who don’t think they’re big enough. We have some people who make one product. We work with some larger vendors, but they don’t have to be large.”
Vendors just have to have an established business, she said.
More than 100 small businesses from 16 cities across eight states were featured in the initial launch. Among them was Kiyi Kiyi Cosmetics in Willmar, Minn.
“I doubled my yearly revenue in 2016 and had more sales in December than the entire previous 11 months combined,” owner Carma Wood said in a press release. “Being featured in a Close to Home shop has allowed me to reach a wider audience of customers.”
Clint McMahon, owner of MPLS STP Clothing in Minneapolis, said, “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. We are very grateful to be included, because our business is all about helping people celebrate home and show their hometown pride.”
To date, 63 Close to Home shops have opened. Bon-Ton hopes to have at least 150 shops in its 250 stores by mid-2017. And as the program expands and rotates featured makers, new items will be added frequently and seasonally. Bon-Ton will hold future online sourcing fairs as part of an ongoing effort to develop more relationships with local makers and curate a broader selection of local product offerings.
For more information about Bon-Ton’s Close to Home shops, visit http://www.bonton.com/sc1/close-to-home.