One of a Kind

Tulsa, Okla., natives know that if they want a bow, Kathleen’s Kids is the place to go. From leopard and zebra prints to narrow and extra-wide widths, the store’s bow makers can create just about any look a shopper requests. “Our walls are lined from the floor to the ceiling,” owner Kathleen Marshall confirmed about the materials in the section, noting the store carries an estimated 2,000 solid bows in every size and color, 120 styles of grosgrain ribbon, and 400 drawers of flowers and other trinkets that can be attached for a personalized touch.

While a large section of Kathleen’s Kids is dedicated to bow making, the store comprises much more: The head-to-toe shop offers apparel, accessories and toys for boys and girls ages newborn to tween. “I try to just carry things that department stores do not have,” Marshall said, noting the importance of standing out amongst the competition. Her concept has proven successful, as the retailer has been in business for more than 20 years.

It’s probably not a surprise that Marshall got her start making bows. In the ’80s—during a time she calls the “bow boom”—she established Kathleen’s Bows. She and about 25 other women made bows in the designer’s garage. The line was picked up by a Dallas sales rep who eventually landed her shelf space in Neiman Marcus and Nordstrom. The success enabled Marshall to move her business to a storefront and to add other items (including the Waco, Texas-based T-shirt brand I’m Yours, which she still sells today). It wasn’t until the early ’90s that Marshall got into clothes “big time,” when the birth of her daughter made her realize the need for a good children’s clothing store in Tulsa. Kathleen’s Kids has moved a few times since her early days, mostly expanding due to space needs before settling in south Tulsa about five years ago. The new location not only increased the store’s space to 9,000 square feet but also positioned it to reach the area’s younger clientele.

In terms of apparel, best sellers for girls include Juicy Couture, Haven Girl, Baby Nay, Baby Lulu and Girl Friends by Anita G; for boys, Quiksilver, Wes & Willy and Florence Eiseman are tops. Marshall noted that one of the perks to being an established retailer is her longstanding relationship with reps and vendors, which has allowed her to be the exclusive seller of certain brands in her area (Juicy Couture, for one). “It’s helped me stay afloat while other [boutiques] have closed,” she added. Kathleen’s Kids also supplies a significant European offering, with Deux Par Deux reigning as No. 1 in the category. In addition, the store features an entire department dedicated to footwear; top brands include Lelli Kelly, Naturino, Ugg Australia, Pediped and a variety of “squeaker” shoes.

And, of course, there’s the bow section. Customers describe their preferences and one of the four bow makers will create a custom style. (Marshall said her favorite day of the week is the one when she gets to craft the accessories.) Ranging from $6 to $25, they’re a sizeable add-on. To further entice shoppers, Kathleen’s Kids offers 50-percent off any bow with the purchase of an outfit. Besides bows, the store also makes custom baby hats with ribbons, rhinestones and flowers as embellishments. Other key accessories include Trumpette socks and bottle cap necklaces from M3 Girl Designs. Most of Kathleen’s Kids’ buying takes place at the Dallas Market Center, but Marshall does head to New York for some showroom visits as well as Toy Fair.

With her newest location, Marshall was able to start from scratch and create a store that met her and her customers’ needs. “I got to gut and design the store I wanted for the first time,” she said. “[Previously] I used other spaces and accommodated.” Her current store features a gated area where kids can play under adult supervision; a customer lounge with a television, snacks, a café table and two restrooms; and a runway, complete with mirrors and chandeliers. The store utilizes the latter for special events, such as fashion shows, to attract customers during slower times. Kids who volunteer to model for the shows receive an in-store discount.

Gradual expansion, Marshall believes, is part of the reason her store has withstood the test of time. “I started small, built it up and put [the profit] right back in,” she said. “I’ve never had one debt or one loan on my store.” She also keeps an eye on quality, as she’s noticed that once vendors switch to a different manufacturer, product can go downhill. Her biggest piece of advice for other retailers, however, is that they realize that running a store isn’t a 40-hour-per-week job. “You’ve got to be the type of person that’s obsessive-compulsive about every detail,” she concluded. “You need to make sure all your bases are covered. It’s just so much more than ‘I’m going to buy clothes and sell them.'”