I’ve tried to explain this enough times that I decided just to write it up
once and (literally) for all.
We opened my wife’s doll shop in 1994. This month marks the completion of
our 12th year.
This month also marks the end of our current lease. That’s a decision point
– knowing this, last year we started asking ourselves: stay, move, go
internet-only or close down completely? The internet has changed the landscape
of doll selling fairly dramatically in recent years, and the expenses
associated with running an actual retail store don’t quite make sense in
comparison to the revenue generated by in-store sales. Internet sales were
“carrying” the business.
If we were going to be profitable , we needed to reduce expenses. Next to
inventory, which is kinda necessary, rent and payroll were tops on the list.
The status quo wasn’t going to cut it.