Independents’ expansions welcomed for showing how small businesses can out-serve the giants

Despite a still-weak economy, two independent Christian retailers have opened second locations in order to fill a void and offer “a ministry” to their communities. CBA’s new head has praised the store expansions as an example of how well-run small businesses can out-serve bigger competitors.

Fran Cantwell opened His Word Christian Bookstore in Newark, Ohio, in February. Cantwell— who also owns and operates a store with the same name located approximately 30 miles away in Johnstown, Ohio, where she lives—said she felt compelled to open the 900-square-foot store, sandwiched between a pizza shop and a women’s workout facility in a small strip mall.

“I opened the store because God led me to do so,” Cantwell told Christian Retailing. “I have seen God’s leading in every decision of the business.”

Mindy Uitermarkt—who opened Stepping Stones Christian Bookstore in Marshalltown, Iowa, in April—said she also felt prompted by God after she was urged by a friend last fall to launch the 1,900-square-foot store.

“Although technically a for-profit business, it has more of a nonprofit mission—which is to help people along their faith walk,” said Uitermarkt, who also owns a store with the same name located approximately 35 miles away in Grinnell, Iowa.

CBA Executive Director Curtis Riskey said Cantwell and Uitermarkt both “understand the role Christian stores play in supporting the church, providing resources to grow individual faith walks and providing a place of community that changes people and changes the culture.”

“It is always a good sign that Christian stores are opening or expanding because it helps bring the good news to more people,” he said. “It’s also a good sign that an established and experienced business expands because it means a call to obedience reinforced with skills for retail excellence.”

Cantwell said there had not been a Christian store in Newark—located 45 minutes from Columbus, Ohio—for 10 years, and the nearest evangelical store is 30 miles away. With the help of her family, including her daughter-in-law, Cantwell said her new location has been well received and churches have been spreading the news about the store.

Besides books, Bibles, DVDs, CDs, performance tracks, the store carries communion supplies and rosaries as well as out-of-print titles and used books. Cantwell’s Johnstown store, which she opened two years ago, is approximately 350 square feet—reduced from 700 square feet to accommodate the new location.

“I see His Word Christian Bookstore as a ministry,” said Cantwell, who has a part-time job besides running her two stores. “We have a prayer list going that people sign up to be prayed for. The success of the store is totally God’s success. When I opened the store I made a commitment to God not to incur debt, so my merchandise is pre-paid.”

Uitermarkt said she stepped out in faith to open her store in Marshalltown, although there had been at least three Christian bookstores in the area that had come and gone over the past 10 years.

“God has provided in so many ways through so many people to make our new store a reality,” said Uitermarkt, who has owned her 1,500-square-foot store in Grinnell since 2002.

Uitermarkt said opening of the second store made some sense because Marshalltown has three times the population base of Grinnell—about 27,000 versus approximately 9,000.

Additionally, the nearest Christian store is 45 minutes away. Uitermarkt’s stores carries books, music, greeting cards, wedding and church supplies and the offer a frequent buyer’s club. The Marshalltown store’s sales have been approximately triple the Grinnell location since she opened the new site.

“By having two stores, there are economies of scale, which will enable me to continue furthering God’s kingdom in this way,” Uitermarkt said. “Everyday I thank Him that He has given me this opportunity to interact with so many people and do something that I’m very passionate about, which is helping people find the right products to assist them and the ones they love grow in their faith—wherever they might be on their spiritual journey.”

Riskey said the expansions by Cantwell and Uitermarkt reveal how retail is changing. “Retailers who wish to expand not only have to be good retailers, but they also must understand their customers and how to serve them,” he said. “Both of these stores seem to be adapting their merchandising especially to local customers’ needs.

“Bargain books, specialized product selection—these are things stores do best and can’t be duplicated by Amazon or Wal-Mart,” Riskey added. “They are making a difference in their communities by being different from all the rest and being comfortable and relational to people.”

Elsewhere, a longtime Christian bookstore in Merced, Calif., has been saved from closure by a couple who owns two evangelical bookstores in Bakersfield, Calif. Christian Connection, owned by Annette and Rick Macias for the past 16 years, was to due to close Christmas Eve because of low sales, theMerced Sun Star reported.

But Bud and Linda Mayhew, who have known the Maciases for about five years, stepped in. The Mayhews offered to let the Maciases still run the store in Merced, while the Mayhews would stock and manage it. The Maciases took the offer, and the bookstore reopened as Hope Christian Bookstore in January.

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