One in an occasional series of features on Charlotte area businesses, nonprofits, and events, and how they are adapting to the “new normal.”
Our Subject: Jesse Brown’s Outdoors is not just a store, it’s an institution in Charlotte. For more than 50 years, this premiere outdoor retailer has gone beyond simply selling supplies to the trail hiker or fly fisherman; it advises customers on every piece of apparel and information they’ll need for their family camping trip or international vacation — right down to travel tips and phone numbers of overseas embassies. Its bread and butter are outdoor clothing, shoes, and travel accessories, with an in-person touch and unmatched, knowledgeable customer service.
What’s been impacted: Stay at home orders cut in-store sales for most retail outlets cold turkey when the pandemic first raged. The staff at Jesse Brown’s weren’t outfitting families for overseas trips or getaways to the Florida Keys, or staples like summer camp, youth adventures, or Boy Scouts.
“It was very real, and it could have been a lot worse,” says Wes Lawson, Brand Experience Manager at Jesse Brown’s. “We feel for our neighbors.”
Though shopping was curtailed, the pandemic brought the alternate effect of drawing people outdoors to North Carolina’s beautiful, natural features and socially-distanced activities like hiking and fly fishing. These are Jesse Brown’s specialties, and were enough to sustain the business as it pivoted to serve customers during this unique and difficult time.
“We sold lots of footwear, along with coolers and cups to be more comfortable at home. Comfort sales and lifestyles sales are up,” says Lawson. “We sold a lot of bamboo fabrics — comfortable blends that feel good to wear all day long.”
Innovative pivot: In addition to increasing Facebook live sales features to three times a day, Jesse Brown’s embraced their comfort wear with a pop-up section featuring a popular national outdoor apparel brand headquartered in Charlotte: Mountain Khakis. An idea was hatched when Mountain Khakis President, Jeremy Hale, would pop into Jesse Brown’s to see what other products the store could carry. Discussions led to a Jesse Brown’s + Mountain Khakis exclusive: The Outpost, a pop-up section featuring items that could only be found on the Mountain Khakis website.
“We wanted to do a pop-up that was the only place in the world you can try on that stuff,” says Lawson. Jesse Brown’s carved out 850 square feet for the Mountain Khakis brand in its former fly-fishing area. “It shows a new design approach, with fit and finish, and how styles fit body types.” Now fans of the Mountain Khakis’ groundbreaking, field-to-formal pants and apparel could find the fit made just for them at The Outpost. It’s another innovation from two brands with loyal followings.
Reactions: “It’s been really good,” says Lawson. “It’s drawn a lot of extra traffic from the website to the store. People come in browsing and want to try clothes on.” Lawson adds a lot of that browsing at The Outpost has created sales that otherwise might not have been converted, and also generates repeat customers. “That’s not usual for guys,” he admits with a smile.
“We’re challenging the way men buy these clothes — and this is the only place you can do that with the Mountain Khakis brand,” he adds, “and customers like it.”
Forecast for the future: The pandemic has really brought out the public’s desire to buy local and support local businesses. The Outpost allows the best of both — an online shop that also lets you try on what you see, and support a local business.
“We are going to do this with Mountain Khakis as long as we know it works — and they are a great partner in this,” says Lawson, who says Jesse Brown’s would consider a similar pop-up with another brand that is the right fit for the store. Pop-ups and trunk shows allow the store to make up for some of the trade show business they lost with so many cancellations this year.
In addition to The Outpost, Jesse Brown’s also now offers their whole store inventory on the store’s website. Customers can come in to see and try on products and apparel in the rest of the store, or simply browse and buy later online. Facebook lives have also become part of the store’s ongoing strategy, though fewer in number. The business generated allowed Jesse Brown’s to bring staff back to work sooner than expected — so their online + pop-up pivot = win-win!
Shop Jesse Brown’s: https://jessebrowns.com