Specialty Coffee Retailer

Specialty Coffee Retailer February 2014

Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.

Issue link: https://read.dmtmag.com/i/258589

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6 | February 2014 • www.specialty-coffee.com Y ou can almost smell the maple syrup wa ing in from Canada from the front steps of the original location of e Woods Co ee in Lynden, Wash. A scant ve miles from the border, the store has become a beacon for immediate residents and commuters from northern neighbor alike. e pastoral, small-town landscape evokes a feeling of folksy calm where a co ee shop might be a community space and less of a business. Owner Wes Herman strives to maintain that strong community feeling up front, but behind the scenes, the business is far from folksy—it's a well-tuned machine. He said the initial idea for a co ee business came about as he was selling a product to co ee shops across the country. Before breaking ground or even choosing a name, it was a family business. " e Woods Co ee came about when my wife and I were homeschooling four children and they were all teenagers," Herman says. "One day we said, 'What if we started our own co ee shop.'" Herman knew co ee shops pretty well, but he also knew making a business was more than the front of the room. Training the family in all aspects of the business was the rst step. "We actually took it on as a part of our curriculum in homeschooling to learn how to start a business, how to brand, market the business and implement, and how to run a business for a long period time," Herman says. "So 12 years later, every family unit has someone working in the business." Even the name of the company comes from the family. "We're in the northwest where we've got mountains and tress. My daughter, who was 19 at the time, suggested the name e Woods Co ee—it t with our interior motif and that's how it all came about," Herman says. "We decided calling it e Woods would be a part of the interior design where we put in beams and river rock and replaces and leather—very natural SHOP SECRETS T T W C' 2002. T W C E C C BY N I C H O L A S U P TO N 06-9 shop secrets SCR0214.indd 6 2/6/2014 12:02:59 PM

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