From the pages of In Business magazine.
With two years behind them, Rebecca Aide, 43, and Leah Robertson, 42, have already expanded their “upcycled specialty store,” Booth 121. As of this writing, the store’s sales are up 222% over the same period of time last year. In fact, their December 2016 sales numbers increased 722% over the previous December, primarily because people appreciate their offbeat sense of humor.
The sisters-in-law have clearly found a niche. They sell upcycled furniture that has been painted, distressed, or repurposed by Robertson, and also offer unique crafts and home décor, cards, and jewelry on consignment from mostly-local artists.
Items that are particularly “snarky” tend to be the most popular, they report, such as socks imprinted with off-color statements, or a painted barn wood sign that reads, “Put your laundry away or I’ll punch you in the face. Love Mom.”
Other whimsical items include pint glasses imprinted with sayings like, “Hurry up with my damn tacos!”
“You can find something very nice for grandma — or inappropriate,” Robertson smiles. “We do try to walk a fine line. We don’t want to be disgusting, but I didn’t realize how many people share our sense of humor.”
About eight years ago, Robertson left an office job to focus on her true passion — repurposing old furniture into colorful showpieces — and entered the craft show circuit. Aide, the store’s retail manager, realized the business potential in buying items inexpensively and then reselling, and suggested they open a retail store. Booth 121 opened in November 2015, and this past March the business doubled its space when it expanded into the remaining half of the building.
The location, a short distance from the Beltline, provides ample parking and much-needed workshop space in the back where Robertson works her magic on old chests, bookshelves, wooden shutters, or special requests. Also hiding in the back is the store’s mascot, an adorable puppy named Pickles.
Some business owners might avoid working with family members, but these two, who have known each other since 1986, work well together. “Our personalities are similar and we think very much the same,” notes Aide. “We also know each other’s strengths. Leah is the creative one. Without her, none of this would happen.” To that, Robertson replies, “Rebecca is the business brain. Without her, none of this would happen.”
Kismet.
In addition to Robertson’s painted furnishings, a network of vendors plus friends and family provide the store’s inventory. It was also important to the co-owners to offer a sound consignment agreement. “Many shops split 50-50, but we wanted to do better than that,” notes Robertson. Booth 121 offers artists 65% of product sales, “and we pay on time, on the 10th of each month,” beams Aide.
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The store first opened with 18 artists on consignment. Now there are 97, ranging from a police officer to homemakers to teachers. Facebook followers have skyrocketed from about 3,000 to over 10,000, and sales have increased each month.
But last December was a game-changer.
“We’re starting to make money,” grins Aide, adding that she feels the store is already a success. “I’m very proud of what we’ve built. If this all ended tomorrow I’d always feel that way. We’re dealing with such a creative community and there’s always something new happening.” The number of vendors they can work with is limited only by store space.
“We knew this would be an undertaking,” Robertson says, “but we also didn’t take out any loans. I had saved up and we did a lot on our own. We didn’t start buying wholesale until we had some money, and we really don’t have much overhead.”
The best part, the co-owners agree, is working together and knowing that because of the store’s success, their vendors have similarly been able to grow and expand. But their least favorite part of any day is when they have to turn a vendor away because their products just don’t fit the bill.
Asked where they’d like to be five years from now, the women look at each other and smile.
“Here,” Aide says. “But hopefully someone else will be working the weekends.”
Booth 121
6203 Monona Drive
Monona, WI 53716
608.286.1230
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