By Emma Derr and Hudson Hamill
Lexington’s Main Street lost a Hallmark store and bike shop in recent years. But vacant store fronts are showing new life with four new merchants.
Newcomers include a shop that sells running shoes that range from $50-$100. Nearby, a fitness center shares a space with a table-top game store, and a fourth shop sells everything from mid-century decanters to vintage vases.
Launching a new retail venture is risky even when the economy is strong. The flight to e-commerce shopping, known as the “Amazon effect,” has hurt traditional brick-and-mortar retailers.
Business Insider reported that 6,400 stores closed last year. U.S. malls are closing at a rapid clip: A Credit Suisse bank analysis predicts that if this trend continues, between 20% and 25% of U.S. malls will close their doors by 2022.
Lexington’s new merchants express optimism despite these odds. All four vied for a financial boost from the “Launch Lex” pitch competition hosted by Main Street Lex last April. Just Games and Lex Running Shop received cash prizes from a state grant. Another participant, Sugar Maple Trading Company, relied on savings and family help to start the business. Here’s a look at the newcomers.
Just Games
Zander Tallman and Paige Gance opened Just Games Lexington, a tabletop gaming store located at 314 S Main St. They decided to start the small business after Tallman received a $10,000 grant in the Launch Lex pitch competition.
Tallman and Gance are both Washington and Lee University alumni and chose to come back to start their small business because of Lexington’s large potential customer base.
“We want to build a community with regular customers that come in multiple times a week” Tallman said.
The owners expect to attract consumers of all ages including kids, grandparents, and students from local universities. The store hosts game nights throughout the week. such as Dungeon and Dragons tutorials. The shop stocks board games, such as Catan and Yahtzee, hoping holiday shoppers will opt for non-electronic gifts for kids.
“We hope to spread joy through games and connect people in Lexington by hosting numerous different gaming events and tournaments,” Gance said.
Running Store
Lex Running Shop opened at 41 S Main St, Lexington. Colin and Jess Reid started the business because of their shared passion for running. Reid was granted $15,000 from the Launch Lex pitch competition, which was used to finance the store.
The bulk of the start-up costs went to stocking New Balance, Saucony, On and other athletic shoes, as well as socks and nutrition bars.
“Our biggest challenge is getting accounts with big name brands because of the size of our store,” Reid said.
The Reids believe Lex Running Shop fills a niche market in the community. The business has already held free group running events, including a monthly pub run that ends at a local restaurant or watering hole. The owners hope to eventually host an annual Lex Running Shop race in town.
Although Reid said the store relies on local runners, visitors, such as Washington and Lee parents, increase popularity and sales.
Looking ahead, the company wants to expand their brand selection and sponsor more events.
Flex Fitness
A new fitness studio called Flex Fitness opened at 314 S Main St. The business was started by Lexington residents Holly Snyder, Fran Elrod, and Wendy Orrison.
Snyder has been a fitness educator for the last 20 years.
“I move people all day long,” she said. “It’s something I am really passionate about, and I believe that everyone should have the opportunity to move.”
She said that the three women pursued the business idea because they believe that Lexington needed a professional indoor studio.
Snyder said part of their success came from dedicated clients that bought multiple-month packages early, which allowed the partners to purchase extra bikes and design a better studio.
“We have top of the line bikes, you can’t get a better brand on the market,” Snyder said.
The studio is split into a fitness studio and bike area for spinning classes. The target market was initially middle-age women, but local college students have also been attending classes.
“I have always loved cycling. I do a lot of SoulCycle classes at home and it’s nice to have an alternative in Lexington,” said Mischa Biszick, a W&L student.
The classes are tailored to different skill levels. Snyder hopes to add workshops on agility and quickness training.
Sugar Maple Trading Company
Cindy Hughes opened Sugar Maple Trading Company at 16 N Main Street after mulling the store idea for years. A turning point came in 2015, when she was diagnosed with breast cancer.
“During that year in treatment it really settled with me that it was important to make as many moments in the day as important as you can,” Hughes said. “From here, I came up with the idea to help other people do just that.”
Sugar Maple Trading Company sells vintage decorations, candles, grooming products, dishes, stationery, and mugs. The products rotate every season.
“If you want to get the same things over and over again, go to Walmart,” she said.
Sugar Maple Trading Company is a family business. Hughes’s 23-year-old daughter tends the cash register, her oldest daughter runs social media, her brother is the handy man, and her father is the artist. She said her husband is also always around to help her with the store.
She said the shop is already turning a profit. With a family of four, Hughes said “I know how to make the most out of a little.”
Her target market is shoppers ages 30 to 60 years old, especially tourists.
Hughes said she is investing all of the store’s profits back into the business, and she is planning to add more products in the months ahead.