Unique Concepts Fall 2008

by Emily Lambert, Claude Solnik, Randall G. Mielke, Dan Bennett, Bernadette Starzee and Dan Rafter

Thirteen Companies' Fresh Approach

Every company profiled here has its own unique approach to specialty retail, whether that means putting a fresh spin on a mainstream product or introducing a product shoppers have never seen before.

Mvix USA wanted more brand visibility for its newest product, a portable, high-capacity media player. A cart in a high-traffic Virginia mall turned out to be the perfect place to demonstrate its new product, educate consumers about the larger Mvix line of products and generate sales at the same time.

Gypsy Garden entrepreneur Ruby Mitchell turned her interest in the psychic world into a New Jersey kiosk that offers shoppers a glimpse into their futures. Her colorful, eye-catching location gives her customers an entertaining break in their shopping that's part conversation, part therapy and part theatre.

Paris airport retailer Be Relax wanted to announce their coming-soon airport location in a way that would get travelers' attention and generate buzz. Their light therapy igloos did just that. Travelers were delighted to find an oasis of comfort and light in the middle of the harried airport environment.

At the Caviar & More kiosk in Miami, shoppers can now sip a glass of wine while sampling-and buying-a range of caviars from Paddlefish to Beluga. A new menu, expanding sampling and new look has shoppers stopping in their tracks when they spot this unique concept.

Manicure concepts are taking off in airports and consumers are virtually begging for healthier cosmetics, so it's no surprise that butter LONDON is expanding. With a focus on being a "3 Free Company" and an edgy product line that has rock 'n roll roots, this company is landing its share of airport customers-and they're not all women.

Heartbroken over losing their dog, Nixon, Michelle and Steve Lamont launched a new line of healthy dog treats, Nixon's Jazzersnaps. Today that business has grown into a Texas inline, Foxy Paws, which features the Lamonts' original line of doggie haute couture. With a constant stream of special events and clientele happy to spend big on their furry friends, the Lamonts are having a doggone good time expressing their love for canines while ringing up the sales.

A passion for design is at the heart of everything that happens at Speranza Design Gallery. The Texas inline delights in surprising and entertaining its customers with the most unusual fashion accessories, home décor and gifts, many sourced in Europe. From the $15 CD holder to the $450 teakettle, every product at Speranza celebrates the spirit of design.

Hardly a child (or parent) can pass by a cart stocked with dozens of colorful fish swimming in their own mini Eco-Aquariums. That's the experience of Wild Creations and its cart operators who say the phenomenal word-of-mouth that kids generate is a key to their success.

Taking eco-vending to a new level, DC-based On The Fly has brightly colored bug-like mobile vending units that can't help but attract a lot of attention. Maybe it's the huge wings sprouting from the unit that gets noticed first, but it's the high quality "food on the fly" and intense eco-focus that keeps customers coming back again and again.

Two Van Leeuwen Artisan Ice Cream trucks are a big hit in Manhattan, where urbanites welcome the chance to have a scoop or two of the freshest Adirondack ice cream around. For Ben Van Leeuwen, the venture has been his chance to "reinvent the ice cream truck." With the best ingredients, unusual flavors and a focus on the environment, so far Manhattanites "think it's beyond cool."

Ernie Dennis created a more streamlined manufacturing process for his company, then parlayed that idea into The Oil Bar, a growing manufacturing and specialty retail business that lets customers create their own personal care products on-site. With retail locations in Ohio, New York and North Carolina, The Oil Bar strategy is to give the customer what they want: A personalized shopping experience creating a product made just for them. In this case, by them.

Make Room for RoomMates! A multimillion dollar wall covering product gets maximum exposure-and top sales-with a cart in a Pennsylvania mall. With an eye on expansion, the company hopes to open additional independently operated locations in the near future.

Not long ago, schoolteacher Candis Johnson launched her Zoey's World inline store in a Louisiana shopping center to give young girls a fabulous place to go for a fun fashion makeover.