How did the idea (and the name) for Monkee’s come about?

DeeDee Shaw:  In 1995, after I retired from teaching and traveling as a sales rep for Armani eyewear, I looked around my hometown of Wilmington, North Carolina, and decided a cute town like this needed a cute shoe store. So, I transformed a 986-square-foot space into a fashionable living room using my mom’s antiques instead of store fixtures. We invited people to come in, sit down and try on fabulous upscale shoes -they loved it! Since then we’ve grown to include designer clothing lines, handbags and gifts and accessories…and moved to a much bigger space. The name Monkee’s also came from my mom, as she used to call me and my siblings, “a bunch of monkeys”- it stuck.

Brenda Maready: I used to love shopping at DeeDee’s store in Wilmington when I was on vacation. It was cute as a button and so was she.  One day I just casually mentioned to her I would love to bring a shop like Monkee’s to Winston-Salem, NC. Although I had never planned on owning my own store, I had just sent my last child off to college and the timing was right. Our husbands hammered out the first contract on a restaurant napkin. Twenty-one years later, I can say going into business with DeeDee at Monkee’s has been the love of my life (after my family, of course). Being able to locate my Monkee’s boutique and the corporate office in the historic Reynolda Village in Winston-Salem has been very special, too.

What made you decide to franchise Monkees?

Really it was a growing demand from our loyal customers. We’ve been around for 22 years now and we have generations of families who have shopped here for all occasions and trust us to be on-trend with the latest boutique fashions. We often have people who come into the store (much like Brenda did with DeeDee) and say, “How can I get a Monkee’s in my town?” At first, we licensed stores around North Carolina, but to continue growing we had to begin franchising, which we did in 2010. Now we have 25 stores in 9 states. It has been amazing to watch the Monkee’s brand move across state lines and now across the country.

 How does the Monkee’s model differ from traditional franchising companies?

Although we definitely have a signature look and feel, we give our franchisees a lot of latitude to customize their store to what speaks to them and their clientele. Owners go to market and choose (pre-approved) designer lines of clothing that will work best in their neighborhoods. Store owners in Virginia buy differently than the ones in North Carolina, Ohio and Texas. Every Monkee’s store does not have the exact same items in it- but every Monkee’s store does have fabulous lines of upscale fashions that take you from day-to-night, and everyday wear to special occasion WOW! Of course, all of our franchisees  receive the same great support from the corporate office on everything from buying and budgeting to marketing and grand opening.

What are the challenges Monkee’s faces and how do you deal with them?

The challenge all retailers face is getting people offline and into their brick and mortar storefronts. Monkee’s is fortunate to have a great brand reputation and knowledgeable employees who become  experts in each line we carry. They know how sizes run and the drape of each fabric so they can really customize an outfit that will look great on everyone. You just don’t get that from a screen. However, we do stay connected with our clients online on their favorite social media platforms. Many of our franchisees are doing new and creative things in the digital world every day, like posting Live Stories on Instagram or “outfits of the day” on Facebook and Pinterest. It’s so cool to see that online connection result in an in-store visit.

What sets you apart from other fashion retailers?

Of course, we really pride ourselves on the personal experience we provide for our clients when they step into the store. We buy our items with them specifically in mind. We send cards and flowers when they are in the hospital. We support the local causes that are important to them. They are more than customers and we treat them that way. Monkee’s offers items at a variety of price points that appeal to a variety of ages (our customers range in age from 20-s-70’s) and sizes. Unlike other boutiques, we carry more than size 0-4 and we are proud of that fact. All women are beautiful and should be able to find clothes that make them feel that way.

What are your goals for the future?

We want to carry the story of Monkee’s fabulous upscale fashions across the country! We hope to double the number of franchise stores in the next four to five years. We get calls every day from shoppers who have visited a store in another area and want to bring it to a new town, so we think our goal is very attainable.

Who is the model franchise owner?

Basically, anyone who loves fashion and wants to be their own boss. We have franchisees who are young mothers, empty nesters, men, husband/wife teams, mother/daughter teams, aunt/niece teams, best friends. We have had franchisees as young as 26-years-old and Brenda who is now in her 70’s and still running the Winston-Salem store. Millennials and baby boomers have both been successful franchise owners, if they find the right location, have a great sense of style and love connecting with others.

 What advice do you give to your franchisees to help them achieve success?

If you love fashion, that means you love to shop, so we always caution our franchisees not to overbuy. It’s hard, we know- we too, learned the hard way, but it’s critical.  The other most important piece of advice is to be present in the store. It’s necessary to build a great team of employees but not at the expense of the owner being there in person to connect with clients. They want to see you and talk to you. Don’t treat it as a hobby, treat it as your career, and you will be rewarded.