Second-generation retailers provide ‘fresh perspective and excitement’

Though many family-run independent bookstores have closed or been sold to a Christian chain because relatives were not interested in continuing the business, several second-generation retailers are providing “new blood,” while contributing “a fresh perspective and excitement” to the industry.

Industry leaders say it is a good sign that the next generation of retailers is carrying on the work of their parents because their existence is important to the survival of independent retailers.

“We have always considered the second generation the ‘new blood’ that can contribute a fresh perspective and excitement, which is contagious to all other independent retailers,” said Parable Group CEO Steve Potratz, noting that there are several second- and third-generation retailers within the marketing group. “We desperately need more new retailers that have their eyes focused on the consumer, and are leading the change necessary to meet their needs today and tomorrow.”

Among second generation retailers making their mark are Jim and Lorraine Valk, owners of Banner Books Parable Christian Store of St. Joseph in St. Joseph, Mich.—whose store won the Jim Carlson National CBA Spirit of Excellence Award, and was also singled out for its marketing efforts at June’s International Christian Retail Show in St. Louis.

CBA Chair-elect George Thomsen said that Banner Books “was chosen for its excellence in Christian retail,” although being a second-generation retailer was not part of the criterion for the award.

“The greatest reward for a second-generation retailer is in knowing that they are keeping alive the vision and work of the ministry that was started by others, and serving the work of the kingdom,” he said.

Lorraine Valk and her husband bought the store from her parents, Jake and Ruth Reedyk, on her father’s 70th birthday in September 2006. The Reedyks—who won the Jim Carlson Award in 2003—owned the store for nearly 20 years after managing it for Baker Publishing House from 1971-1987.

“The biggest challenge is following in their footsteps,” Valk said. “They ran a tight ship. My role is hands-on every day trying to replace many of the roles that my parents had, while still having multiple kids at home and living 38 miles from the store. My husband is a CPA, works a very full-time job and does the bookkeeping at night, which is such a blessing.”

Valk added that it was easier becoming a second-generation owner because she knew what she was “getting into.” “I had a basic knowledge of the industry and vendors, and had the passion to do it,” she said. “We were tremendously blessed by parents that backed away and let us do our thing, while being open to coming to help whenever we called or asked for advice. We really have the best of both worlds.”

Todd Whitaker, a second-generation retailer whose father, Jim, was chairman of CBA until earlier last year, agreed that it was easier to take over a store from family members because “you can learn so much from those who came before you.” Starting in his father’s New Life Christian Stores in Lynchburg, Va., at 12 years of age, Whitaker now manages one of New Life’s 2,500-square-foot locations in Forest, Va.

“As times change in our industry and especially in hard times, we as the younger generation also have to come up with new and innovative ways to keep the store going,” said Whitaker, 33, who recently started a Facebook network to swap ideas and encouragement with other Christian stores. “For me, that includes laser engraving, myMEDIA BurnBar and our own jewelry line. We have to come up with new and exciting things to differentiate ourselves from the competition. … Retail of any kind is tough these days... It takes a lot of work, but this has to be your ministry and not just a job.”

For Lee Criswell, chief operations officer of Pee Dee Christian Book & Supply in Florence, S.C., it made sense for him and his brother, Andrew, to take over the store in October 2005 from their parents, Clarence and Frances Criswell. CEO of Pee Dee, Andrew Criswell is a CBA board member.

“Our parents had been wanting to retire for a couple of years and had not been successful in selling the business to an outside buyer,” Lee Criswell said. “I had been in the business since 1985, and my brother, who had worked with them in the early 80’s, was able to rejoin the bookstore in 2005. … A store like ours doesn’t rest on pass success. We have to be energetic and creative just to survive.”

Meanwhile, Margaret Umble, owner of J.O.Y. Bookstore of Sinking Spring in Sinking Spring, Pa., is working to transition the store to her daughter, Loreen.

“I have no worries about her ability to do as good a job as I have,” Umble said. “Life in the Christian bookstore business is far from what it was 25 years ago. At this point, if she had to pay someone to do what she does so she could do what I do, she could not afford it.”

Elsewhere, Sherry Grosse has worked in her parents’ store—Lighthouse Christian Books in Green Bay, Wis.—since she was a teenager and then opened a second location in Wisconsin Rapids, Wis., in 1990.

“My parents have given me good advice in running the store over the years,” Grosse said. “They have also given me the freedom to make changes to keep the store growing and competitive in an increasingly challenging retail environment. It is nice to be able to share the joys and challenges of Christian retail with my parents, knowing that they fully understand the ministry and business issues I face.”

CBA’s Thomsen said that second-generation retailers are critical for the survival of independent retailers. “We need second-generation retailers to continue the work that was started in their communities,” he said. “It breaks my heart to hear of what was an excellent store that closes because there was no one to carry on the family business and no suitable buyer could be found. … When this happens, the community loses.”