Tailoring Directly to Their Customers: A Chat With Sue & Robert Prenner

BP: There’s been things we’ve tried that haven’t made money, but I wouldn’t necessarily call them mistakes. We’ve learned from them and turned them into positives. They tend to be more in the bricks and mortar side of things. Years ago opening up a store in D.C. that didn’t work out made us learn that we being control freaks and so hands-on that we couldn’t really manage from a distance, unless we had a whole network of people and we couldn’t afford to do that. Again, a couple of outlet stores in small towns in malls didn’t work out.