Bookmark and Share

Build-A-Bear's Founder Shares Her Story

By MAXINE CLARK
Filed Under: Business Ideas
Maxine Clark talks about what compelled her to leave a well-paid job at 47 and start her own business—and what motivates her today.



The Entrepreneur: Maxine Clark, 57

Background: Clark left a successful corporate career to start her own business, Build-A-Bear Workshop (BBW), then a relatively new concept in retail entertainment.

The Company: Since launching its first workshop in St. Louis in 1997, the business has expanded to 300 shops across Asia, Canada, Europe, and the U.S., with sales of $437 million. In June, Build-A-Bear Workshop helped launch Ridemakerz a build-your-own model toy car retailer—in which it has a major investment stake.

Her Story: I left Corporate America on a mission to bring the fun back to retailing and to give back to the industry that had been so good to me. I was 47 years old when I left Payless ShoeSource (PSS) in 1996. At that time, my financial rewards in retailing were very high, but my psychic income account was nearly empty.

When I graduated from the University of Georgia in 1971, I thought I wanted to be a lawyer. I needed to go to work to earn the money for law school, but I never considered it seriously once I got my feet wet in retailing.

I started out as a retail trainee with May Department Stores in Washington, D.C. Over time, I worked my way up, taking on various roles in management. During my 19 years there I was involved in everything from planning and research to marketing and product development. In 1992, I became president of Payless.

More From BusinessWeek

    Bored by Shopping

    While I didn't make much money starting out, by the time I rose through the executive ranks I was earning a substantial salary, complete with stock options and a generous bonus and retirement plan. But I later realized that money alone didn't translate into personal satisfaction if you aren't doing what you are passionate about. I didn't necessarily have an "aha!" moment; the pieces just started to fit together for a change. I knew I wanted to get back in touch with the customer and be creating a new business idea, even though I didn't know what that was at the time.

    Quite frankly, I was bored by shopping and decided to put my money where my mouth was. I was looking to re-create the excitement and magic I felt as a child when I visited certain stores. Going shopping was an event. You became part of the store, and it was special. The truth is, what it takes to engage and retain retail customers today is really not much different than it was in the past. Build-A-Bear Workshop is about what I call "good old-fashioned, it's-about-the-customer retailing."

    When I left Payless ShoeSource, I could have left retailing or even retired. Fortunately I had enough money to do anything I wanted, even if pay or responsibilities were not comparable. I had the luxury to learn something totally new or go off to a tropical island somewhere. Anyone who knows me, though, would laugh at the island idea.

    Creative Retailing for Children

    I wanted to apply my experience to something that was unique and different. I wanted to take the concept of children's retailing a step beyond where it was and turn it into experience retailing; something that would allow me to use my creative talents and encourage the same kind of creative thinking in children. I wanted to create a business that could achieve financial success by connecting with guests and putting the fun back into retailing.

    I like to say the lightbulb went off for Build-A-Bear Workshop one day in the summer of 1996. I was out shopping with my friend Katie, who was 10 years old at the time. We were on a mission to find Beanie Babies, but the store that had promised a new shipment had none left.



    Bookmark:

    Recent Comments

    Post Your Own  
    1 - 7 of 7
    7 comments

    barnella4 09:34:59 PM Oct 27 2009

    Report This!

    www.clarkbarnella.com/arizonapoolservice-home

    cash4teststrips 03:06:31 AM Jul 21 2009

    Report This!

    CA$H Paid for your unused, unexpired Diabetic Test Strips. We get them to diabetics who need them with no medical insurance. www.cash4teststrips.net

    wholesalegal 07:19:49 AM Jun 28 2009

    Report This!

    Hello would you like to start a ebay business, with a very small investment of as little as $100.00, without reading all those start up books and tapes,learn from a ebay powerseller,these techniques took me years to learn, buy quality fashion jewelry at wholesale prices, make your own hours work full time or part time, make your own hours.Visit WWW.WHOLESALEGALFASHIONJEWELRY.COM

    unitedcontinents 12:33:44 PM Jun 11 2009

    Report This!

    The Owner of Build-a-Bear is a Liar for sure. I am a toy designer, when I came in their place for a job interview, they made copies of many many of my designs, and copied them right out! I saw them all in the stores not long after that. I spoke to the owner about working there again, and she did not see the need for a designer because she said she got her ideas from existing products. That is called Copying! They have not had any good ideas in years.

    jinjerbell 07:58:20 PM Apr 28 2009

    Report This!

    I am a Independent Business Owner and I work from my home through a 17 year old recession-proof company. I genuinely LOVE helping people and I can do this by either helping them obtain affordable heathcare medical and dental benefit plans that range from $14.95-$59.95 / month http://www.EveryoneBenefits.com/40626180 or I can help them earn money http://www.FreedomAtHomeTeam.com/40626180 or do both. The start up package to have your own business is only $50. It is nice to know that there is a legit work from home opportunity out there and there is a credible company who provides a lifetime residual income, benefits, personalized websites, free leads, and much much more.... and I do not have to buy any inventory or media shares.

    startnowcareers 02:12:16 PM Mar 05 2009

    Report This!

    Job searches and career pursuits are never easy. This can help:http://www.startnowcareerguide.com

    lola6902 05:45:01 PM Aug 13 2008

    Report This!

    this person is lair. she stole the idea form a fomer business partner who owned a store called the teddy bear factory.

    1 - 7 of 7
    7 comments

    Add your own Comments

    Clear
    Add

    The Startup

    The Startup

    The Startup, the web's premiere online reality show for small business owners, is back for its third season! Watch as we follow four entrepreneurs to see how they're making their businesses come to life.

    1. The Startup

      Small Business Checklists

      It can be difficult to keep up with all the details involved in running a small business. Don't lose track of the details -- use a checklist to keep yourself organized.

      1. Checklist: Starting a Business
      2. Checklist: Closing a Business
      3. Index of Small Business Checklists

        Small Business Success Stories

        1. More Than Moonlighting
        2. Reality TV Leads to Small Biz Success
        3. From Couple to Business Partners
        4. Build-A-Bear's Founder Shares Her Story

          Helpful Resources

            AOL Coaches

            Jake Steinfeld

            Business Coaches
            Starting your own business can be a daunting task. With AOL's Small Business Coaches, you can get the best advice to guide you through the process.