Simple is a strategy, not a shortcut, in retail

Some things about building a retail business you can read about. Others you only learn by living them. Sourcing takes time to get right. Inventory is a constant balancing act. Client communication is a skill you develop, not one you start with.

Alex and Beverly Garcia built Royal Greek Store into a DTC ecommerce brand serving fraternities and sororities—and along the way, opened up a full-service custom printing and embroidery operation on the B2B side. Twelve years in, this Denver couple says their biggest competitive advantage isn't technology or marketing. It's restraint. 

—Interview by Bianca Prieto

You started by making apparel for your own Greek organizations in college. What does that tell someone about where to find their first customers?

We got started while we were finishing our bachelor's degrees, which later transitioned into taking on small orders for family and friends and gradually turned into something more serious and structured right after graduating.

What drew us into this space was a mix of creativity and seeing a real need for dependable custom apparel in our [Greek life] community. Our college connections played a huge role in opening doors to organizations that needed apparel. Those early days were all about building trust and consistently delivering quality work.

Most small retailers assume DTC is the faster path to growth. What's the reality? 

Our experience with DTC  has been more challenging than  B2B. With Royal Greek Store, we've noticed that it is definitely harder than expected to build a brand that consistently connects with an audience. It requires more marketing effort. Predicting what will actually sell can be challenging. What's worked better is using DTC as a creative outlet and a way to showcase what we're capable of. It helps build credibility when customers see original designs while staying true to each organization. It's more of a long-term brand-building piece of the business. 

What does your actual approach to inventory look like, and why does keeping it lean matter more than most people think? 

We take a pretty conservative approach to inventory to avoid overcommitting and ending up with dead stock. For both Mile High Imprints and Royal Greek Store, most items are ordered per project. We order extra pieces in case of mistakes and hold a small inventory, which we mainly do for consistent clients and orders, especially with loyal clients. For DTC items, we have also used pre-orders when a product is very intricate. We're very intentional with purchasing decisions. Keeping inventory low has helped us be sustainable.

What do most small retailers get wrong about supplier relationships?

Not all suppliers are equal, even if pricing is similar—using reliable vendors is key. Leaning towards suppliers that consistently deliver on time matters to avoid delays on our end. We've learned to always test new products before offering them to clients to avoid surprises. Timelines can change quickly depending on stock availability, so having backup options is important. One mistake to avoid is relying too heavily on a single supplier. If an item becomes unavailable, finding a replacement quickly can avoid most issues.

Beverly Garcia at work. (Courtesy)

What's the one thing about client communication you wish you'd known from day one?

We wish we had the tools to communicate with the client, whether the news was good or bad. We learned it is always best to communicate as soon as possible. Not every client has the same expectations as far as customer service and balancing clients' different personalities can be better managed with a straightforward attitude instead of catering to each individually. Everyone gets treated equally, and that creates more consistency.

What would you tell someone starting a niche apparel or custom printing business today?

Focus on building relationships and provide consistent communication. Start with a niche you already have access to, like a community, school, sport or organization. Take the time to really learn and understand the production process. Don't undervalue your work, even if you're starting with friends or small jobs. Keep your operation simple. If you can build trust and consistency early on, everything else becomes much easier.

The SKUpe's Take

DTC sounds like the dream. The Garcias will tell you it's the harder, slower side of their business. The revenue comes from relationships—repeat clients, referrals and community ties built over 12 years. Before you invest in ads or expand your product line, ask yourself: have you fully worked the room you're already in?

Thanks for reading this week's edition!

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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.