Jan 23, 2010
No Niche Unserved — A Store That Never Opens
If there was a cardinal rule of retail—and a rule making body to enforce it—“the customer is always right” would be a good candidate.
Of course that can mean a number of things. At minimum, though, it means stores should be friendly, easy to use, accessible, and stock what customers are interested in. Basic advice, right?
Not for the “Never Open Store.” (No, I am not making this up.) According to the LA Times, the Never Open store is almost never open, stocks whatever the owner wants to stock, doesn’t go out of its way to serve its customers, and yet somehow is doing okay.
The shop’s front door was shut tight. The little “Will Return At” sign that was attached to it was of no help — its clocklike hands were conspicuously missing.
It was another business day at the Never Open Store.
At a time when vacant storefronts and “For Lease” signs dot Melrose Avenue, Stephanie Mata’s tiny shop is doing just fine, thank you.
The Never Open Store is open only when Mata feels like unlocking it and allowing shoppers inside.
Now, by doing okay, the LA Times doesn’t say if that means “making a little bit of money and giving the owner something to do with her time” or if it means “making at least enough profit to justify the time and resources dedicated to keeping it (not) in business.” (Not that there aren’t a lot of going concerns that don’t pass that test.) Still, it’s a reminder, yet again, of how diverse customers, and business owners, are. There are more markets than we can begin to imagine.