Running a retail business is tough, but stories like the one of Wolfbait & B-girls show that overcoming challenges can lead to incredible breakthroughs. 

For nearly two decades, this Logan Square shop has been a beacon for creativity and community, remaining successful during the toughest of times. 

We sat down with co-owner Shirley Kienitz to discuss her strategy for handling the biggest challenges in the retail industry and learned some important lessons that retailers everywhere can implement.

If you’re ready to not only survive but thrive in retail, follow these 7 steps! 

1. Navigate New Technology 

Keeping up with new technology can feel overwhelming, especially for small retailers. E-commerce has reshaped shopping habits, leaving many stores struggling to stay relevant. Wolfbait & B-girls launched an online directory that sends customers directly to their artists’ e-commerce sites to tackle this.

This creative approach highlights how technology can support your goals instead of complicating them. Try exploring tools like virtual storefronts, appointment scheduling, AI inventory management systems, or even shoppable social media posts to connect with customers while staying true to your identity. 

2. Stay Relevant In Changing Markets

Retail trends can shift quickly, leaving many retailers wondering how to keep up. Wolfbait & B-girls’ strategy is simple: listen to your customers. They moved away from selling feather earrings to trendy upcycled fanny packs because they paid attention to reviews and discovered what truly excites their customer base. 

Staying relevant means being flexible and open to change. Regularly reviewing what’s selling (and what’s sitting on the shelves) can help you pivot when needed. Engaging with your audience through in-store chats or loyalty programs can reveal valuable insights, allowing you to adapt and tackle challenges facing the retail industry with ease.

3. Balance Community and Business

Wolfbait & B-girls’ heart is its community. They collaborate with over 300 local artists, providing a platform for handmade goods and fostering relationships beyond transactions. It’s a balancing act, but one that continues to pay off!

Shirley captures it best: “I think that Wolfbait & B-girls has had such a long and fruitful retail life because it is an informal community center that is meeting so many people’s needs..not just ours, but the artists’ and the community’s.” Retailers can bring this spirit to their own stores by hosting pop-ups, partnering with local creatives, or supporting causes that matter to your customers.  

4. Effectively Compete with Large Retailers

Big-box stores and online giants can make independent retailers feel small. Wolfbait and B-girls’ approach to tackle this is to stand out with a customer service experience that most large stores can’t offer. Customers can meet the makers and hear the stories behind the products, experiencing the personability that their store is known for.

So, what makes your store unique? Do you have one-of-a-kind products? Standout customer service? Immersive store layouts? Authenticity is powerful and can give you a competitive edge against bigger retailers. 

5. Manage Seasonal Variability

The ebb and flow of sales can be tricky, especially during off-seasons. Wolfbait & B-girls keeps their store buzzing year-round with events like artist workshops and mutual-aid fundraisers, creating reasons for people to visit even when foot traffic slows.

Other retailers can try similar tactics to stay at the top of customers’ minds. By being proactive, you can turn seasonal slumps into opportunities to further connect with your audience.

6. Stay True to Your Mission

As businesses grow, it’s easy to be distracted by the next big thing or get caught up in your competitors’ actions. Not for Wolfbait & B-girls. Staying true to their mission has become integral to their success, as they prioritize relationships and ethical practices over rapid expansion.

Take a page from their approach by focusing on what makes your business meaningful. Hone in on your core values to strengthen your brand’s trust over time. This clarity of purpose can help you navigate the retail industry without losing brand identity.

7. Engage a Diverse Audience

Reaching a broad audience might seem daunting, but it’s one of the most rewarding strategies a retailer can use. Wolfbait & B-girls exemplifies this by championing inclusivity, offering a thoughtfully curated selection that speaks to customers across various demographics, styles, and personal preferences. 

Offering diversity in your product range, marketing tactics, and staffing isn’t just good for business—it’s a way to reflect and connect authentically with the community you serve. When your offerings and outreach mirror your neighborhood, it cultivates loyalty and trust. By celebrating the uniqueness of every individual, you can position your brand as a hub of connection and innovation. 

Conclusion

Wolfbait & B-girls prove that the biggest challenges in the retail industry don’t have to hold you back. By embracing creativity, staying adaptable, and fostering a genuine connection with their community, they’ve turned obstacles into opportunities. Their story showcases that success in retail is about more than just selling products—it’s about creating a space where customers, makers, and stories can come together.

If you loved Wolfbait and B-girls’ story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!