User:NoFlyingCars/Brookstone

Brookstone History

Brookstone's start and initial product base was driven around the purpose of making hard-to-find and useful items/tools. Brookstone started from local and distant catalog circulations that initially were introduced from a classified ad in a Popular Mechanics magazine in 1965. The demand for the unique products that Brookstone offered developed into a strong consumer, demand-based system that led to a need for specific Brookstone retail stores.

As noted above, Brookstone opened its first store in 1972 in New Hampshire. Due to the growing success of this store, many more followed during the next decade. One small issue developed from their store outlets - this issue was that the customer-base for Brookstone stores were almost exclusively limited to those who receive their distributed catalogs. Brookstone fixed this issue in the 80's by introducing products in their store not available in their catalogs that still had a focus on their original idea of offering unique tools and household goods. The new items introduced in their retail stores brought in items geared towards travel, leisure, technology, audio, and even games. Due to the introduction of these new products, more customers developed an interest and sales gradually increased through the 80's.

In 1987 sales were posted at $93 million, which Brookstone considered a record. Unfortunately, though, their income was at -$9.7 million, and this situation continued through the late 80's. Even though sales were increasing, Brookstone decided to focus on ideas of creating products towards women, and converting their stores' overall look driven towards a "mens clubhouse" feeling. Store arrangements were also changed to provide a less crowded, and more comfortable atmosphere. These efforts proved to be successful as an annual positive income was made at $4.9 million, with sales at $104.6 million in the early 90's.

Even with this success, Brookstone wanted more improvements, and decided to cut back its computer programming staff that worked on their retail computer system. With needs in the retail scene changing, their initial, already developed retail software systems became useful, which ended up making Brookstone's remaining staffed programmers unnecessary, which developed into strong annual savings for Brookstone.

Brookstone eventually, in 1992, ventured upon new types of sales avenues with the use of kiosks that featured the ability to purchase Brookstone items right at the kiosk, but contained a limited selection of items. The kiosks were separated from the Brookstone stores, but were contained in the same mall. These kiosks also proved to be a successful business venture with an overall sales jump to $143.7 million.

By 1993, Brookstone operated around 100 stores in the US. Sales in these stores accounted for 85% of their annual revenue, with their still existing magazine, and kiosk sales contributing to the remaining 15%.

At this time, Brookstone only had two distribution centers, and decided to add a brand-new one in 1994 in Missouri, which resulted in faster shipments of their products to customers at no cost - as they venture into the late 90's with a count of around 150 stores in 32 states, more than 100 kiosks, and with the introduction of their online retail store. Brookstone evolved into a multi-million company with still, a strong grip on their original theme of offering unique and interesting products. Future growth for Brookstone remains strong with a current retail store count of over 300 stores in the US with, as well, an international venture expansion into Puerto Rico.