The Right "Stuff"

In the spring of 2000, representatives from British Airport Authority (BAA), the firm that manages the Air Mall at Pittsburgh International Airport, approached CBR Inc. to see if the company had any ideas for developing a particularly difficult store location within the mall.

"It was unusual for them to approach us because airport mall locations are such highly sought-after retail spaces," said David Barthold, vice president of operations for CBR, a St. Paul, Minnesota-based airport specialty retail developer. "Getting into airports is very difficult."

BAA had a good reason for coming to CBR for ideas. With more than 26 years of experience, and award-winning stores in airports from Portland, Oregon, to Orlando, Florida, the company is an established authority in airport retailing. CBR also already owned two successful gift shops in Pittsburgh International: Spirit of the Red Horse, a Native American and western-themed gift shop; and Bow Wow Meow, featuring gifts for dogs, cats, and their owners.

The retail space available for development was located "on the corner of the least desirable quadrant" of the airport's center core, near the C–D Concourse entrance. Airport traffic in Pittsburgh International is concentrated in the A–B Concourse area, with the C–D Concourse area receiving only a fraction as many travelers. In addition, the Air Mall's center core plan is designed to capitalize on passengers coming up the escalators from the airport entrance with their backs to the C–D Concourse area. The location that BAA was offering CBR was in a poorly-lit corner behind the escalator.

The location's previous tenant, a London Fog clothing outlet, had generated sales of just over $600,000 annually. Both the airport and BAA were looking for a shop that could maximize gross revenues.

In 1990, CBR's owner, Carole Howe, leased space in a St. Paul strip mall to Creative Kidstuff, a store that takes a hands-on approach to selling creative, imaginative playthings that inspire learning and innovation in children. Creative Kidstuff's merchandising technique emphasizes experimentation: Products available for purchase in the store are also available for use in the store, so that children have the chance to play with products before buying.

Over the years, Howe and Cynthia Gerdes, the owner of Creative Kidstuff, developed a friendship, and Howe tried for many years to convince Gerdes to expand Creative Kidstuff (which now has six locations throughout the Twin Cities) into the airport specialty retailer market. However, Gerdes and Howe wanted to be certain that the situation was right before branching out into the airport market. When BAA approached CBR about the space in Pittsburgh International, they felt that they had the right opportunity for Creative Kidstuff and CBR to team up. The two companies formed a partnership whereby CBR Inc. — which is the sole operator of the Pittsburgh International Airport Creative Kidstuff location — owns 75 percent of the store, while Creative Kidstuff itself has a 25 percent stake.

The first challenge that CBR faced in renovating was to create a façade that would stand out in an out-of-the-way location, and entice customers in transit to stop by for a visit. First, BAA agreed to relocate some airport signage that had previously obscured the space, and added lights around the perimeter of the store location to brighten it up.

CBR then had the area and the lighting they needed to design a truly eye-catching store. The storefront virtually leaps out of the wall, with a three-dimensional façade that announces the store's name, "Creative Kidstuff," in bright, outsized lettering. Inside, additional signs decorate the store with exclamations like "whimsical" and "wonderful," reflecting the lively tone of the shop. Broad strokes of soft purples, oranges, reds, and greens fill the entire store, which is composed of round, non-geometric shapes to stimulate children's interest. The entrance was moved from the front to a wide-open corner entrance, and glass was installed on the front wall to enable passing travelers to view the colorful interior from across the court. BAA also granted CBR permission to extend the floor of the store out into the mall area. The purple, kidney-shaped carpeting reaches out and practically pulls shoppers in to Creative Kidstuff.

Construction began on the 1,400-square-foot space on September 7, 2000, and was completed on October 20. The store opened on October 22 with a special event that featured character appearances and vendor demonstrations.

Because the airport outlet of Creative Kidstuff is much smaller than the neighborhood stores in the Twin Cities, CBR has had to streamline the merchandise mix somewhat, as well as offering specific merchandise for travelers on the go. Groovy Girl dolls and accessories, manufactured by a Minneapolis-based company, have been a hot item at the store, which also sells a variety of games, puzzles, books, science kits, and beadwork kits. Specialty airport items such as pilot's hats and toy airplanes unique to the Pittsburgh International Creative Kidstuff store are also popular. The store has also started carrying some higher-end and larger merchandise like ride-on toys and drum sets, which the company can ship for passing customers, and even provides gift wrapping.

The results? Sales have been incredible. According to David Barthold, after nine months of operation, the new Creative Kidstuff is trending at over $950,000 for the year — a 38 percent increase over the previous tenant's gross sales. In addition, plans are being made to open Creative Kidstuff outlets in Portland, Oregon, and several other airports across the United States.

This is a store that proved to have exactly the right stuff to make good in a difficult situation.