Chuck Wallington, owner of one of the Christian retail industry’s beacon independent stores, has told how help and encouragement from colleagues and competitors has enabled his business to claw its way back from near-financial ruin.

Wallington was shocked last August to find that Christian Supply in Spartanburg, S.C.—founded by his father 55 years ago—was missing almost $1 million, allegedly embezzled by a long-time employee. The woman was indicted on three federal accounts of bank fraud, last month.

Advised to consider bankruptcy or selling the store, Wallington said he felt God telling him to keep the business—and he was “amazed” at how friends, staff, customers, vendors and others in the industry rallied round. “It has been humbling,” he told Christian Retailing. “I had no idea how deeply invested people’s lives were in this place.”

Suppliers had “extended me far more grace than I’m afraid I would have in the reverse situation.” Many had agreed to longer terms on accounts, while two publishers had waived payments due, he said. Meanwhile other retailers, including some who might be considered competitors, had offered encouragement and practical help.

Customers had bought gift cards and destroyed them, saying they did not intend to use the money, Wallington recalled. One local businessman had insisted on giving a six-figure loan—at zero percent interest, and to be paid back “as the Lord blesses.”

Wallington also heard from authors and artists who knew the store—a popular signing venue. Singer Michael W. Smith chose the location to launch his latest release, A New Hallelujah, as a sign of support last fall.

Nearly 500 people attended a special DVD release party in January for the surprise hit movie Fireproof at Christian Supply, which featured several cast members.

“He’s (Wallington) been a great partner throughout the film, so the guys wanted to make the trip (to Christian Supply) to honor a retailer (who was) working so hard to get the word out about the film,” said Monique Sondag, a publicist for Fireproof.

Although Christian Supply has not yet made up for all the losses, Wallington credited the progress the store has made to date to the widespread goodwill, and the support of his staff—some of whom have worked at the near-35,000-square-foot business for more than 25 years.

Staff numbers have been cut from 75 to around 60 by natural attrition as part of revised business practices. The store has also instituted new financial procedures. “Obviously we got in trouble because I was asleep at the switch in some areas. I trusted somebody too much,” said Wallington, who listed “pay attention to the details” as the biggest business lesson he had learned.

But more important, he said, was the reminder that “this store has touched a lot of people over the years. That’s what we see coming back to us in spades.”

The way others have responded to Christian Supply’s crisis has been spotlighted as a key example in a new book teaching secular businesses how to reach the faith-based community with their products and services.

Christian Supply exemplifies the “serve, don’t sell” attitude needed for success with Christian shoppers, according to Faith-Based Marketing: The Guide to Reaching 140 Million Christian Consumers.

Released last month by general market publisher Wiley, the 241-page book was written by Greg Stielstra, a former marketing executive with Thomas Nelson and Zondervan.

The pair said developing “an intimate connection” with customers had helped Christian Supply become the largest independent Christian retail operation in the world. The store’s approach was based on “the Golden Rule, which traces it origins to the Bible,” said Stielstra and Hutchins. “Do something for others, and they will return the favor.”

• Prev
• Next