BUYER’S FORUM

Twice as Nice

Planning inventory for multiple-location practices

this month, Eyecare Business spoke with Michael McConnell, owner of two shops in Michigan: Eyedentity Optical Boutique in Holland and Sight Optical Boutique in Grand Rapids, about what it’s like buying— times two.

Q: HOW IS BUYING FOR TWO SHOPS DIFFERENT THAN BUYING FOR ONE?

The way we approach buying at the two stores is basically the same; what we buy, however, is somewhat different. We buy as a team and each of our collections has to go through a series of questions before we purchase anything, such as:

Who are we buying for?

Why are we buying this? and

How does it fit into the shop?

We don’t like to exchange or send back product, so we think through every purchase before we act.

As far as what we buy, each store has a slightly different clientele and caters to different demographics. One of our locations is strictly a high-end boutique, and the other location is more of a mixture of boutique and core/licensed product. While several collections work at both locations, it will be with a different mix of styles and colors.

What’s HOT?

“Right now I think we have more options for great eyewear than ever before,” notes Mike McConnell, owner of Eyedentity Optical Boutique in Holland, MI, and Sight Optical Boutique in Grand Rapids, MI. “A few of our favorites are Salt Optics, Barton Perreira, Lafont, Etnia Barcelona, Raen Optics, Randolph Engineering, and Oscar Magnuson.”

Shown: Lafont styles Nantucket and Nolita

I think the most important thing when purchasing for any location is to listen to the people who are dealing directly with the customers. They provide the best perspective of what is needed at any given time and can help steer you in the right direction to fill any gaps you may have.

Q: WHAT’S THE BIGGEST CHALLENGE/OPPORTUNITY IN SETTING UP INVENTORY FOR MULTIPLE LOCATIONS?

I don’t really see a challenge with having different locations, as each is operated independently and has its own unique inventory. The opportunities, however, are much more evident. Because we sell several collections at both stores, we are able to shift inventory based on the needs of each individual location. Need a different color or is something too bold for one location? No problem, we can transfer to the other location. This has worked well for us and we do frame transfers with collections we share at both locations all the time. Having this also gives us the chance to try new things at the more conservative shop, knowing that we can transfer to the boutique if it doesn’t move.

Q: HOW HAS INVENTORY HELPED YOUR SHOPS GROW?

With our boutique location, our selection is independent, boutique eyewear. These collections help to define our shop and set us apart. It is the foundation for everything we do. Many of these brands have supported us with co-op advertising, window displays, and in other ways to see that we are successful with their product.

At the second location, we have a mixture of independent brands and core collections. Since this was an existing practice that we purchased, it was necessary to keep this mix while we transition. As we invest in new collections, we are starting to get fresh faces in the door and to attract a customer who is searching for something different.

WORD OF MOUTH

“By offering a more unique or hard-to-find selection of frames, our customers leave with eyewear that beckons a response from family, friends, and those around them. This provides a great opportunity for that customer to talk about our business, and if we have done our job correctly, garner us a referral.”

—Michael McConnell

Want to talk about what gives your frame buying flair? Please email executive editor Amy Spiezio, Amy.Spiezio@PentaVisionMedia.com