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Women’s Engagement Brings Sturtevant’s to the Top


By: Skiing Business
February 26, 2013

Women are said to own the buying power, yet some shops don’t cater to the fairer sex…

Skiing Business spoke with Tracy Gibbons, co-owner of Sturtevant’s, the shop that won the Skiing Business Industry Award for Best Women’s Engagement, to pick her brain on how they connect with female customers.

Address: 1100 Bellevue Way NE, Bellevue, Wash.
Owners: Tracy Gibbons, Jeff Cambell, Stacey Weichbordt
Number of locations: 4
Year founded: 1977
Shop size: 15,000 sq. ft.
Number of employees: 100 corporatewide

What do you do to make sure that women are comfortable in your shops?
First and foremost, we make sure that we have plenty of gals working on staff—not just in clothing, but in every department. We have women who mount skis and that work in kids and adult clothing. Currently, we do not have any women in hardgoods, but several have demoed all of the products and are up to speed, so they can connect with our female customers if need be.