Southern Seasons

Lori and Dave Schroeder opened Parchment, their stationery and gift store, in the Dr. Phillips community of southwest Orlando, Florida, in 1996. Although they had little retail experience and their 1,900-square-foot store was tucked away in the courtyard of a strip mall, it quickly became popular with local shoppers due, in part, to the hand-painted designs decorating its walls, a children's play area, and dedicated customer service.

Later that year, the Schroeders were able to relocate Parchment to an identically sized, but more visible space in the same shopping center. A remodeling in 1998 increased display capacity and created mini-departments, but by 2000, sales had reached $350 per square foot and the shop was practically bursting at the seams.

While the Schroeders were discussing expansion possibilities with their landlord, a location in a new shopping center under construction just across the street became available. In June 2000, they signed a lease for a 3,750-square-foot corner space in an "outparcel" (standalone) building ideally situated on the area's main east/west artery. Their neighbors in the new location would be a Panera Bread deli/bakery and a Barnes & Noble bookstore.

The new space would also allow the Schroeders to expand all departments at Parchment — especially home decor and entertaining — devote 100 square feet to a new category of fashion items, and preserve what Lori Schroeder calls the most critical 50 square feet in the store, the play area. "It keeps the kids happy, the merchandise safe, and the moms shopping," she says with enthusiasm.

Though work began on the shopping center in September 2000, and Parchment's contractor didn't start interior work until four months later, in January 2001, final approvals for the interior were received before the final approvals for the building itself.

The new space features 12-foot ceilings and 10-foot-high windows that run for 85 feet on two sides. While the design gives Parchment great visibility, the excess window space made it very difficult to create proper displays. Parchment was actually left with less wall space than in the old store. To remedy this issue, the Schroeders ingeniously designed a combination of typical window displays, a "Four Seasons Park" in the corner where the front and side windows meet, and sliding panels that display custom invitations and stationery. The backs of the panels, facing into the store, provide an additional 12 feet of wall space lined with shelving for the fine stationery area. When it comes time to change the invitation displays, the window panels simply slide out, leaving the shelving in place.

But the most unique feature of Parchment is Four Seasons Park, which is a true melding of store design and visual merchandising. The 150 square feet located in the window corner features a brick walkway, a bench, street lamps with hanging baskets, and flowering shrubs. A bubbling fountain and birdsong add an auditory touch to the venue. The park's centerpiece is a 12-foot sycamore tree that changes decor with the seasons thanks to a precut hole in the floor, which allows trees to be alternated with relative ease.

The park's inhabitants and decorations include bunnies, eggs, and spring flowers for Easter; picnickers, kites, and bunting and ribbons for Independence Day; and scarecrows, witches, and ghosts in fall. Many of the props are actually seasonal merchandise items. During the holiday season, five inches of "snow" falls each day from four ceiling-mounted machines, covering an array of snowmen, giant candy canes, lighted pine trees, and colorful gifts. "Being in Florida, everyone enjoys the changing seasons," says Dave Schroeder. "The snow gets the biggest reaction — from both children and adults."

But the park isn't the only distinctive visual element the Schroeders incorporated in their store design. A rose-covered gazebo displays wedding accessories and invitations. A kitchen merchandise area boasts a kitchen counter and "window" with frilly curtains overlooking a hand-painted outdoor scene, and hand-painted murals executed by a local artist adorn several areas. The largest mural begins in the play area, with a steam engine pulling cars filled with animals; then moves onto the baby section, with storks flying overhead. It ends near the gazebo, with evergreen trees camouflaging the stockroom door. Large, three-dimensional gold lettering draws customers to the back of the store for must-haves like greeting cards and scrapbooking supplies.

In the middle of the store, a 240-square-foot customer service area operates as headquarters for Parchment's 11 employees, with four cash registers and two computerized printing systems as well as giftwrapping counter with four rattan stools to handle the overflow of customers. The station also accommodates merchandisers for pens and other stationery accessories, but everything is arranged so that employees can see the entire store from command central.

Because Dave did the interior design of the new store himself, the Schroeders were able to save on architect fees. Altogether, they spent $63,000 for the carpentry, fixtures, and equipment. Since opening in March 2001, sales at Parchment have increased more than 50 percent.

Customers have raved about the look and feel of the store. Because of the high ceilings and the expansive windows, most think the new location is more than twice the size of the old one, even though the sales floor is only 75 percent larger. Lori and Dave Schroeder are expecting even greater customer response when the shopping center is completed and neighbor Barnes & Noble opens its doors. Before you know it, they'll probably be looking for an even larger space.