Shopping Special With Maxine Clark Founder-Owner of Build-A-Bear Workshop Tuesday, September 7, 1999

Maxine Clark Saunders Marketing Group

Clark, the former president of Payless Shoes, opened the first store in St. Louis in 1997. Thirteen outlets now exist, including one at Tysons Corner Center that opened in June.

Below is a transcript of today's talk.

Be sure to come back tomorrow for a special new feature. Beginning 1 p.m. Wednesday, you can read The Post's PM Extra. It's a new, special, updated version of The Washington Post newspaper, exclusively online. Now, every day at 1 p.m., you can read the day's top stories (plus some extras) written by Washington Post reporters. Please come back tomorrow and every day after that at 1 p.m. to check it out.

washingtonpost.com: Good afternoon, Maxine. And thanks for joining us today. I'd like to start by asking where the idea of building your own Teddy bear originated?

Maxine Clark: It's the blending of lots of ideas that I have had over the years, but I actually went to a factory on a tour and thought how fun this could be if it was in a mall where anyone could come.

washingtonpost.com: Do you plan to expand with more stories in 2000? If so, where will they be?

Maxine Clark: We plan to open 25 stores in 2000. We are finalizing locations but some we know for sure are Las Vegas, Nashville, Columbia, Md., Columbus, Ohio

washingtonpost.com: I'm sure you've watched hundreds of children and adults make their own bears. What are some of the funniest or most interesting moments you have observed?

Maxine Clark: We ask everyone be they 3 or 103 to make a wish and then kiss their hheart before they put it in the bear. Sometimes the guest gets so excited, they kiss you too!

It is also very exciting when someone has misplaced their bear, and they come to us, and lo and behold, someone has returned it to us, and we can return it to its creator!

washingtonpost.com: In grocery stores or department stores, if the lines get long, additional cash registers can be opened. Your stores have only one place to get the stuffing, one Fluff Me station, etc. How can your stores alleviate long lines and frustrated customers?

Maxine Clark: We are continually working on ways to speed up the process without losing the one-on-one experience. We have also found that our associates are able to have a good time with the guests, friendly service, games, and it makes the wait more "bearable."

washingtonpost.com: I read that after you opened your first store in 1997, the warehouse where you kept your supplies caved in about a week before Thanksgiving. What did you do?

Maxine Clark: It was scary but only for a moment. I have long believed in partnership and our suppliers were ready to help. We just reordered and then had to fly everything in. Federal Express was also a great help!

washingtonpost.com: I'm sure you don't have exact numbers, but how successful has the business been so far? For example, are you selling 10 percent more bears than you anticipated?

Maxine Clark: Way more than I expected -- almost double.

Alexandria, Va.: I think the idea you came up with is fantastic. Do you have any plans of offering stock in your company?

Maxine Clark: We are in discussions about a future public offereing, but nothing is definite yet!

Arlington, Va.: Maxine, I was wondering who supplies your stores? Who makes unstuffed Teddy bears? Do they have to be specially ordered? And what about the clothes? Are they just doll clothes or are they made just for your stores?

Maxine Clark: Everything is designed and made exclusively for us. We have resident designers on staff who design our furry friends and the bear clothes are designed by a real live fashion designer who lives in the New York area. All of our items are made for stuffed animals, who have a totally different body shape than a doll!

washingtonpost.com: That's all the time we have today with Maxine Clark. She has to get back to building bears and building her business. Maxine said a Build-A-Bear Workshop is slated to open at the Mall in Columbia by the end of summer in 2000. Thanks for all who sent questions.