Retail leaders are often taught to look ahead, chase trends, and stay one step ahead of customer demands. 

But sometimes, the most effective way forward is to look back. 

When co-owners Colton and Noah took over Mother Murphy’s in Normal, Illinois, they inherited a legacy. 

A beloved staple since the 1960s, Mother Murphy’s is renowned for its eclectic mix of incense, records, glassware, and counterculture essentials, which have made it a hub for generations.

Their choice to honor the store’s roots set the foundation for a thoughtful, community-driven approach that reshapes how you think about leadership in retail.

Let’s explain how Colton and Noah’s approach helped them succeed and how these lessons can shape your retail leadership skills. 

1. Lead by Protecting What Matters

When Colton and Noah stepped into their roles, they weren’t looking to make big changes. Instead, they focused on protecting what made Mother Murphy’s so special. They chose to preserve the atmosphere and customer experience that their customers remembered, avoiding redesigning and rebranding. 

Colton shares, “We referred to ourselves more as shepherds than owners.”

That simple shift in mindset built instant trust with their customers. Regulars who hadn’t visited in years walked in and felt like no time had passed, and that feeling came with a strong sense of loyalty. 

One of the most underrated leadership skills in retail is restraint. You don’t have to overhaul your shop to make an impact. Sometimes, maintaining the familiar is what keeps people coming back. Ask your customers what they love most about your space. Is it a smell, a sound, a layout? Honor those elements and keep them intact. That emotional consistency can become your competitive edge.

2. Embrace Legacy

The team at Mother Murphy’s never saw the store’s long history as something to outshine. Instead, they treated it like something to share. Founders Betty and Charlotte are still mentioned by name. Like old leather scraps from the 1960s, vintage items are preserved like artifacts. Even the layout has remained largely untouched. Their updates were introduced slowly and thoughtfully and always with respect.

If you’re a retail leader with a space that has history, use it to your advantage. Create signs that share founder stories or fun facts from the past. Try featuring “Throwback Thursdays” or timeline visuals in your store. When you position your shop as part of something bigger than the current moment, you can form deeper connections with old and new customers. 

3. Create a Culture of Stewardship

Instead of charging ahead with personal ambition, Colton and Noah chose to act as caretakers of something truly loved by the community. This attitude shaped how they led their team, interacted with shoppers, and made decisions. Employees feel a deeper sense of fulfillment by helping preserve the store’s history, and customers feel connected to something meaningful every time they walk in. This culture can only be cultivated when your leadership skills are rooted in purpose. 

Bring this approach to your shop by:

• Teaching the Why: Train your staff on the story behind your brand and what values drive your decisions. 
• Leading with Pride: Encourage them to approach their roles with pride and intention. 
• Celebrating Ownership: Celebrate employee contributions as reasons for keeping the store’s spirit alive. 

When your team leads with care, your customers will feel it instantly. Over time, that shared sense of purpose can create a strong customer base.

4. Let History Guide Innovation

Although Mother Murphy’s leans heavily into its roots, it hasn’t stayed frozen in time. The team introduced subtle innovations that enhanced the experience without disrupting the store’s identity. They’ve added local art, updated their operations, and adjusted to customer needs while remaining true to their brand identity. 

As a retailer, you might assume innovation means starting over. But smart leadership means asking, “How can I improve on what’s already working?” Consider adding a digital loyalty program that celebrates returning customers or utilizing QR codes to share product origin stories. Keep what’s sacred, and make the experience easier, fresher, and more fun. Aligning every change with your brand’s personality will deepen your customer relationships.

5. Be the Bridge Between Generations

What’s unique about Mother Murphy’s is its ability to bring generations together. Though Colton and Noah are in their 20s, they’ve managed to create a space where memories of the past and modern culture coexist. You’ll often find college students hanging out next to customers who shopped there in the ’70s. 

Retailers seeking to cultivate generational loyalty should begin by embracing both the old and the new. Here’s how:

• Honor Milestones: Put on legacy events that celebrate past milestones.
• Share Customer Stories: Invite longtime customers to share stories during anniversary sales. 
• Welcome Newcomers: Welcome new shoppers with open arms and involve them in what’s next. 

Being a great retail leader means connecting generations and helping them see the value in each other’s experiences.

6. Invite the Community Into Your Leadership

Mother Murphy’s has a loyal following due to its communal atmosphere. Customers influence the vibe, offer feedback, and feel part of the store’s story. That openness makes people feel invested. Authentic leadership in retail doesn’t require a title, just a sense of shared ownership.

You can create this by giving your customers a voice. Ask for input on what products to stock or what music to play. Let them name a seasonal item or vote on your next window display. These might seem like just fun ideas, but they’re a way to build engagement and trust. When people feel like they’ve helped create your shop, they become connected advocates who spread the word for you.

7. Lead Through Shared Values

What unites everyone involved in Mother Murphy’s is a set of shared values: creativity, inclusivity, and a deep respect for individuality. Colton and Noah incorporate those values in every decision they make. From who they hire to how they source products, their leadership reflects the culture they want to nurture. That clarity helps everyone feel like they belong.

If you want to strengthen your leadership skills in retail, start by defining and living your store’s values. Write them down and refer back to them when making decisions. Use them to shape your customer experience and internal culture. Consistently aligning your actions with your values builds a cohesive, trustworthy, and unique business.

Conclusion

Strong retail leadership is about more than big moves and constant reinvention. It’s about honoring what works, respecting where you came from, and leading with presence. 

Mother Murphy’s shows us that loyalty, community, and legacy can all grow under the right kind of leadership.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about Mother Murphy’s story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!