Some second-generation independent retailers are providing "a fresh perspective and excitement" to the industry.

Their efforts--in contrast to other family-run bookstores that have closed or been sold to a Christian chain because relatives were not interested in continuing the business--have been welcomed as a good sign by industry leaders.

"We have always considered the second generation the 'new blood' that can contribute a fresh perspective and excitement, which is contagious to all other independent retailers," said Parable Group CEO Steve Potratz, noting that there are several second- and third-generation retailers within the marketing group.

"We desperately need more new retailers that have their eyes focused on the consumer, and are leading the change necessary to meet their needs today and tomorrow," Potratz added.

Among second-generation retailers making their mark are Jim and Lorraine Valk, owners of Banner Books Parable Christian Store of St. Joseph in St. Joseph, Mich.--whose store won the Jim Carlson National CBA Spirit of Excellence Award, and was also singled out for its marketing efforts at June's International Christian Retail Show in St. Louis.

CBA Chair-elect George Thomsen said that Banner Books "was chosen for its excellence in Christian retail," although being a second-generation retailer was not part of the criterion for the award.

"The greatest reward for a second-generation retailer is in knowing that they are keeping alive the vision and work of the ministry that was started by others, and serving the work of the kingdom," he said.

Read the complete report in the September issue of Christian Retailing.

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