03/12/2020
CHQ. Business Spotlight: Hollyloft Winds Down
Conversation with Ski & Bike Shop Owner, Les Johnson
By Judy Shuler
“People come to your business when you open up and when you close. In between, that’s the struggle.”
After announcing they would close permanently at 4pm on Christmas Eve, Hollyloft Ski & Bike was crazy busy on Black Friday and Small Business Saturday.
Will there be enough merchandise left to stay open that long?
“I hope not,” jokes Les Johnson who has owned the business with his wife Cheryl since 1984.
“It’s just fun to see old friends and customers,” some who expressed surprise he is closing.
“I guess they thought I was immortal. People just get used to driving in, getting taken care of and driving out.”
Johnson turned 75 last month. “That was my cut-off.”
He’s tried to sell for about 10 years, to retire for the last year. After closing, there will be a little R&R.
“It will take a while to put the store to bed. I’m just going to mothball it, leave it intact for a year.” If anyone walks in, all they’d need is incentive. They’ve had a couple of expressions of interest in purchasing the business, but no checks. “We’re trying to make it as attractive as possible.”
Like other industries, bicycle manufacturers and wholesalers were hit with supply disruptions by COVID-19. Wholesalers are even buying up store inventory for parts.
They did well with used bikes over the summer, Johnson said. “That helped keep us going.” Unable to get new bikes, “used ones were selling like hot cakes.” Used bikes came from personal donations, police departments, trade-ins, and consignments. Unusual or limited editions were sold on line.
In addition, for people who donated used bikes for animal rescue, he converted that into $23,000 for five different rescue organizations. Recipients included Chautauqua County Humane Society, New Leash on Life and three cat rescue organizations. It’s a project he hopes to continue in the spring. A life-long animal lover, he worked K9 Sentry Dogs in the U.S. Air Force.
“Animals need help, they can’t help themselves. I like happy endings and both the adopter and the pet win.”
Coronavirus has created huge interest in cross-country ski equipment and snowshoes this fall. Their snowshoes are nearly gone, with just big snowshoes left.
As big or bigger than COVID, impact of the Internet makes it hard for small businesses to compete.
Instead of performance and quality, consumers are shopping price, he says. “Our stuff lasts for years and years and years.” Over time it offers the greater value. If only people could see what we see, he says. “Cheap brands have planned obsolescence.”
“You get tired of people coming in, milking you for information,” then going off to order on line. Or trying on boots “to see how it feels,” then ordering on line for less.
A native of Jamestown, Johnson started working in his dad’s Lakewood service station as a kid, doing routine cleaning, “dummy stuff” so Dad could do the “money stuff.”
As cross-country skiing was coming on strong, Johnson and his wife, who does their bookkeeping, started Ski Warren in 1978, renting space for $225 a month. When they opened Hollyloft six years later, they kept the Warren location for another year. With complications of operating in two states, two staffs, and management problems, they closed down the Pennsylvania location. People from Warren still come up to see him, he says.
Just like Johnson, their daughter Seri started helping in the family business, at age of 10, 30 years ago. She’ll take some time off and consider her options he says, but “probably not retail.”
Team Hollyloft Biking Club will continue on, as they have, to socialize over wine and pizza.
“They enjoy just doing things together. We’re a social drinking group with a bicycle problem,” he jokes.
Updated information on their closing sale is on their page or hollyloft.com.
