Interview with a Specialty Store

One of my favorite kids stores in the San Francisco bay area is: Mill Valley Baby & Kids Company. It is nestled in the heart of, you guessed it: Mill Valley, a lovely and relaxed village here in California just across the magical Golden Gate Bridge.

Mill Valley Baby and Kids store front

The store  Is owned and operated by Ammie Bach. The location could not be more ideal- directly across from the Mill Valley town square where parents take their kids to "hang out" and socialize outside of the Depot, the local coffee-book store café. Strollers and kiddies abound! I felt like a NYC outsider smoking my cigarette to the glances of highly protective parents while I decided to "spy" on the world of parents.

Funny, with all of the years designing kids products and stores, I do not have a child of my own! I guess you could say, designing for kids IS my child. Anyway, sitting in the heart of Mill Valley there are a plethora of kids & parents to garner inspiration from! Oh what fun!
I can see why Mill Valley Baby & Kids Company would do so well here. I sat down with Ammie Bach the owner of this charming boutique to get her take on kids specialty stores in America... or at least in Mill Valley.

BK- With "Black Friday and Super Saturday, How do you set yourself apart from chain stores and big box competition during the holidays?

AB- Quality goods, family environment, moms helping moms. We carry special products- unique items and collections not found everywhere else. During the holidays we keep late hours and offer snacks on special days. One very special thing is Mill Valley planning a snow day next week where a snow-making machine is creating snow right here in the town square- it will create a great holiday spirit for sure. We'll offer holiday cookies and snacks for our shoppers on that weekend.

BK- how long have you owned this store?

AB- 2 years, but the store was originally owned by Lily of "Serena and Lily".

BK- What long term goals do you have for Mill Valley Baby & Kids Company?

AB-Our plan is to bring in more community activity, we want to introduce pre & post natal moms groups, maybe build in story-time reading for kids.  Things that bring our community together.

BK- how do you compete with on-line competitors?

AB- it's tough, we try to make it easy for the consumer to buy here. Our staff is made up of real moms, so they know how to connect with the customers. We offer outstanding service to our customers which big box stores just don't do, again, we make Mill Valley  Baby & Kids Company part of the community. We also have our own website which is just starting to take off.

BK- what are your best selling items?

AB- Apparel all day long- books, bedding, the swaddle blanket,

The Apparel room	The Book Tower
The Toy Wall	Plan Toy- stable

BK- what is your best selling holiday item?
AB- Off the top of my head, the oversize Jelly cat animals are always winners- the wood toys, especially the Plan Toys stable and animals are doing well for the holidays, but we are doing so well all around that it is hard to define the BEST seller.

Giant Jellycat

It does my heart good to see a specialty storeowner not just surviving, but doing well. Ammie admits that it helps if she could be there all of the time, but as a Mom, she wants to keep her priorities in place. I challenge the big box stores to keep that heartfelt formula to success.

Think about this: As a customer, would you sacrifice buying at a low price for novelty and a great community atmosphere? What do you think about supporting local stores even if you have to pay a little more? Let's hear it from you!