Meet Bradley Odom, proprietor of Dixon Rye in Atlanta, one in all Residence Accents Immediately’s 2024 Retail Stars. Odom grew up in Mississippi, labored in his grandfather’s upholstery store, directed visuals for worldwide attire and residential furnishings manufacturers, after which went again to high school to check inside design at Savannah Faculty of Artwork and Design. In 2015, he launched each Bradley Odom Inside Design and Dixon Rye, which is housed within the Westside Ironworks constructing in Atlanta’s Design District.
Odom spoke with us about how he buys, how he sells, how his two companies feed off each other, and what retains him up at night time.
Your web site touchdown web page prominently states: Higher, Fewer Issues. Has this all the time been your mantra? How does it inform your shopping for selections?
Sure, “Higher, Fewer Issues” has all the time been the mantra, even earlier than Dixon Rye existed. This mindset was formed throughout my time in quick style and furnishings, the place I noticed how shortly merchandise ended up as waste. At Dixon Rye, we’re dedicated to sourcing and representing high-quality, lasting items crafted with care. We fastidiously choose merchandise that meet our requirements for high quality and craftsmanship. Our focus is on forming relationships with artisans who share our values. This mantra guides all our purchasing selections, guaranteeing we provide objects that aren’t simply stunning but additionally sustainable and worthy of funding.
You’ve been credited for doing an excellent job promoting on-line. That is an space that many impartial brick-and-mortar retailers draw back from. What’s your on-line technique and the way do you combine that together with your in-store merchandising and promoting goals?
Our on-line technique focuses on making most merchandise obtainable to succeed in a wider viewers outdoors of Atlanta whereas protecting some unique objects for in-store customers. We work arduous to shortly {photograph} and checklist our merchandise on-line to duplicate the expertise of visiting our retailer. This fashion, individuals from Atlanta and past can have interaction with Dixon Rye. I personally consider you don’t want to have 150 shops to have a robust retail presence, so long as you have got a superb on-line providing and advertising and marketing plan for individuals outdoors of Atlanta to learn about and find it irresistible, you may be profitable.
On the flip aspect, what’s your strategy to in-store merchandising? What are your strongest-selling classes?
Our strategy to in-store merchandising is centered round creating an inspirational and immersive expertise for each customer. From the second clients step by means of our entrance door, with the playlist we’ve got taking part in, the scents we’ve got burning, the ambiance is fastidiously curated. You’re greeted on the entrance door and provided a glass of water, champagne or espresso, setting the stage for a memorable go to. At Dixon Rye, we pleasure ourselves on providing distinctive and unique objects that clients can’t simply discover elsewhere. Our greatest-selling classes typically function merchandise that we produce ourselves, comparable to our upholstery manufactured in Excessive Level, N.C., and our pottery sourced immediately from Morocco. These distinctive items, together with sought-after manufacturers like Astier De Villatte, are what set us aside and resonate most with our clientele. We consider in offering not simply merchandise, however a really unforgettable buying expertise that leaves clients impressed and wanting to return.
How do you line up your design enterprise together with your retail enterprise?
Dixon Rye is all the time the primary cease for Bradley Odom Interiors. We’re in fact going to purchase from Dixon Rye if we will, nevertheless it additionally helps me as a purchaser for the shop know if we’d like kind of of one thing. Once I do my challenge installs, and I can’t discover a product I need for an area (whether or not or not it’s ebook ends, furnishings, candle holders, and so forth.) we’re then shopping for extra of these for the shop.
How do you work together together with your area people?
We’re all the time attending native occasions which might be design-oriented, and take part in our native commerce conferences for the West Aspect of Atlanta to maintain up with what’s occurring in our neighborhood. When new buildings or communities come into our aspect of city, we like to test them out, introduce ourselves, and invite them to come back expertise Dixon Rye (and even supply them a reduction on their first buy to welcome them into the neighborhood!)
What about your enterprise retains you up at night time?
What actually retains me up at night time might be my very own neurosis round being a visionary who’s already all the time pondering 5-10 years out and figuring out I’ve to consistently reel myself again into the second and the “now,” and give attention to the issues that must be carried out to get there.
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