Name brand clothing hot sellers as recession sparks bargain hunting

By: Noelle Rulseh, Herald Times Reporter

Name of business: New 2 U
Ownership: Tammy Mrotek and Lisa Rhein
When business started: November 2008
Location: 4105 Broadway St., Manitowoc
Phone number: (920) 684-4105
Hours and days of operation: 11 a.m. to 5 p.m., Monday; 11 a.m. to 7 p.m., Tuesday, Wednesday, Thursday; 10 a.m. to 5 p.m., Friday; 10 a.m. to 3 p.m., Saturday.

Services provided/products sold: New 2 U buys and sells the latest styles of gently used name brand casual and formal clothing and accessories for men, women, and teens.

Clothing brands they sell include American Eagle, Abercrombie & Fitch, Hollister, Ecko, Aeropostle, and Harley Davidson.

Other brands they will accept include Nike, Banana Republic, Express, Gap, Mossimo, Lucky, BEBE, Rampage, Limited, Mudd, Columbia, J.Crew, Lie, Levi, Polo, Old Navy, Skethers, Seven, Tommy, Silver, DC, Hurley, Fox and Buckle.

In addition to clothing, New 2 U sells jewelry, purses, shoes, sunglasses, hats, scarves, and other "unique items you may fall upon." The store has leather items, such as jackets, vests and chaps for Harley-Davidson fans, and there are special dresses for the prom season.

Prices for prom dresses run from $30 to $50, jeans from $9 to $20, hoodies from $12 to $17, and shoes range from around $4 to $20. One customer, leaving the shop with a large bag of clothes he purchased, said, "I can't believe how cheap this stuff is." The store only accepts cash or checks.

If customers have clothes they want to bring in to sell, the items must be in current style, freshly laundered, in good condition and neatly folded.

Ten items is the maximum to bring in each time and Mrotek and Rhein will pay cash right away for the items accepted. The amount paid out is determined by the brand, style, condition and demand of the item.

Some clothing items that are more expensive such as jackets or prom dresses will be taken on consignment.
New 2 U accepts clothing on Mondays and Thursdays with no appointment needed, but customers should call to inquire what the store is accepting at that time.

New 2 U donates 2 percent of the annual profit to the Diabetes Foundation and to the Ronald McDonald House.

How has the business changed since opening? Mrotek and Rhein said their business has picked up since opening last November. Due to the present economy, more people are shopping for clothing at bargain prices, they said.

Who are the customers and from where? The owners said New 2 U customers come from Manitowoc County, Sheboygan County, Kewaunee and Sturgeon Bay. They said their store is especially popular with teenagers and Harley- Davidson fans.

Who or what is the competition? There are other consignment and resale shops in this area, along with used clothing found at Goodwill and Salvation Army stores.

How is marketing done? Advertising is done through ads in the newspaper, fliers put in nearby stores, and word of mouth from satisfied customers. New 2 U also has a huge banner in front of the store to attract customers.

What are the keys to future success? Mrotek and Rhein said that enjoying what you are doing and letting that show is a key to offering "awesome customer service." Another key to future success is keeping the inventory fresh and current.

Factors under control or not under control of ownership? Factors under control include accepting items that are in style and keeping the inventory current, having control of what days and hours the store is open and the ability to pay cash for the items customers bring in to sell.

A factor not under control is the economy, which affects the resale store in a positive way. More customers are shopping for gently used clothing items with bargain prices.

What is the role or creativity or imagination in running the business or selling products or services? Mrotek and Rhein bought the house that is home to New 2 U and updated it to fit the needs of their store. They use creative ways to display their merchandise and have an eye for picking out distinctive items to sell in the store.

What is challenging or frustrating? Mrotek and Rhein said it can be frustrating to say no to certain items people bring in that they cannot accept. Also, customers sometimes want more money for their items than they can offer them.

What is enjoyable? "Going through the wonderful items that people bring in and having the first choice at them," Rhein said. "Tammy and I aren't the same size. Seeing the smiles on faces when customers end up getting a great deal or when that pair of jeans fit perfectly."

"I love that we can make our own decisions and run the business the way we decide," Mrotek said. "I think with Lisa and me, working with the public for so long at the same restaurant, we know and understand people's wants and needs. Another thing I really enjoy is doing the bookwork and keeping everything organized."

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