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Bennett - as a result of the online business. So far, the company has hired only one person - Ms. It is using US Brands, a fulfillment house in Beachwood, to ship Internet orders.īringing the fulfillment function in-house could force the retailer to hire more people. Downey said she would consider bringing fulfillment of online orders in-house after Ambiance moves to a larger location. 'I would like to stay in the same area or the (Interstate) 77 corridor.' Ambiance employs 50, nine of whom work in Parma. The company's lease expires next July, and it needs room to accommodate growth. 8.Īmbiance also is seeking to move its corporate headquarters to a space with about 5,000 square feet from its 2,000-square-foot office and warehouse at 12311 Plaza Drive in Parma. The company opened its newest store, in Cuyahoga Falls, Oct. Downey said she plans to open Ambiance stores next year in Boardman and Elyria, bringing the store count to eight. Downey said she and her husband are going though a strategic planning course with the Council of Smaller Enterprises. 'We don't yet know if we want to deal with a bank or venture capitalist.' Ms. 'I'm sure I can find the cash, but I don't know if we want to bring in a partner.or have franchisees,' she said.
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Downey and her husband, Henry Keiluhn, who own Ambiance jointly, are debating how to finance store expansion. 'Ideally, you might want to go in with four stores. 'When you go into any market, you have to have more than one store just to support marketing,' Ms. Downey said the company would open multiple stores in any new market it enters. Should Ambiance follow through on plans to expand outside northern Ohio, Ms. Downey said she would like to open a store in Pittsburgh by October 2000. 'And I won't want to put a banner on our site because it's sending people to someone else's site.' 'I don't see a reason to do the banner ads on other web sites,' Ms. However, Ambiance isn't considering online advertising. Uch as television and print ads likely will be added later to promote the web site there, Ms. Ambiance wants to build name recognition in Pittsburgh because the company wants to open stores there, said Sandy Bennett, marketing director for the retailer.Īmbiance next month will begin airing commercials during Howard Stern's morning drive-time program on WXDX-FM, 105.9, a Pittsburgh rock station, Ms. While the Internet can reach consumers around the world, Ambiance initially will market the web site only in Pittsburgh. I see this as a little cottage industry.' 'This is a (store) concept that can go anywhere. 'This is going to help open up all major markets,' Ms. The company operates stores in Canton, Cuyahoga Falls, Mentor, North Olmsted, Parma Heights and Shaker Heights. Downey ultimately wants the web site to pave the way for Ambiance to open stores in locales outside Northeast Ohio. Although the online goods will be more risque than what's in the stores, the web site will project the same have-fun-with-sex image of the retail locations, she said. The company is starting off with about 250 products online, a fraction of the 2,000 different items available at Ambiance stores, Ms. The Internet site's merchandise list won't be a carbon copy of the stores' stock. 'It is convenient for them, and they can research products, too.' 'With our products, it's a natural (to sell online) because many people are nervous or afraid to step over the threshold of our six stores,' Ms. Downey has been patient, for good reason.
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Technical glitches caused a two-year delay in completing the web site, said Jennifer Downey, president of the Parma retail company.īut Ms. 22, though its debut was a long time coming. The Ambiance site, was launched last Friday, Oct. Ambiance, The Store for Lovers is taking its assortment of satin and lace unmentionables, fantasy games, videos and, umm, marital aids, to a place where it knows sex sells: the Internet.