Brookstone
Encyclopedia
Brookstone is a chain of retail stores in the United States. Its first store was opened in 1973 in Peterborough, New Hampshire
. Its headquarters are currently located in Merrimack, New Hampshire
.
Brookstone sells products ranging from remote control helicopters and alarm clock
s, to massage chair
s. The company has its own brand and makes electronic gadget
s — one of the store's main focuses.
The company is also known for having every item in the store on display for customers to have a real hands-on shopping experience, being able to try out every product before making a decision on the purchase.
and his wife Marry began Brookstone in 1965, for $500. After learning accounting by correspondence, they began mailing catalogs to thousands of hobbyists. It was based in their Berkshires farmhouse, and they named the company after their farm.
Pierre de Beaumont was known as a tinkerer, and Brookstone's start and initial product base was driven around the purpose of making hard-to-find and useful items/tools. Brookstone started out as a catalog company, with local and long-distance catalog circulations that initially were introduced from a classified ad in a Popular Mechanics
magazine in 1965. The demand for the unique products that Brookstone offered developed into a strong consumer, demand-based system that led to a need for specific Brookstone retail stores.
Brookstone opened its first store in 1972 in New Hampshire
. Due to the growing success of this store, many more followed during the next decade. One small issue developed from their store outlets — this issue was that the customer-base for Brookstone stores were almost exclusively limited to those who receive their distributed catalogs. Brookstone fixed this issue in the 1980s by introducing products in their store not available in their catalogs that still had a focus on their original idea of offering unique tools and household goods
. The new items introduced in their retail stores brought in items geared towards travel, leisure, technology, audio, and games, and even developed a hands-on experience for almost all of their products. Due to the introduction of these new products, more customers developed an interest and sales gradually increased through the 1980s.
In 1987, sales were posted at $93 million, which Brookstone considered a record. Their income, though, was at -$9.7 million, and this situation continued through the late 1980s. Even though sales were increasing, Brookstone decided to focus on ideas of creating products towards women, and converting their stores' overall look driven towards a "men's clubhouse
" feeling. Store arrangements were also changed to provide a less crowded, and more comfortable atmosphere. These efforts proved to be successful as an annual positive income was made at $4.9 million, with sales at $104.6 million in the early '90s.
Even with this success, Brookstone wanted more improvements, and decided to cut back its computer programming
staff that worked on their retail computer system. With needs in the retail scene changing, their initial, already developed retail software systems became useful, which ended up making Brookstone's remaining staffed programmers unnecessary, which developed into strong annual savings for Brookstone.
In 1992, Brookstone ventured upon new types of sales avenues with the use of kiosk
s that featured the ability to purchase Brookstone items right at the kiosk, but contained a limited selection of items. The kiosks were separated from the Brookstone stores, but were contained in the same mall. These kiosks also proved to be a successful business venture with an overall sales jump to $143.7 million.
By 1993, Brookstone operated around 100 stores in the US. Sales in these stores accounted for 85 percent of their annual revenue, with their still existing magazine, and kiosk sales contributing to the remaining 15 percent.
At this time, Brookstone only had two distribution center
s, and decided to add a brand-new one in 1994 in Missouri
, which resulted in faster shipments of their products to customers at no cost - as they ventured into the late 1990s with a count of around 150 stores in 32 states, more than 100 kiosks, and with the introduction of their online retail store. Brookstone evolved into a multi-million dollar company while retaining a strong grip on their original theme of offering unique and interesting products. Future growth for Brookstone remains strong with a current retail store count of over 300 retail stores and 100 seasonal stores in the US and Puerto Rico
.
, which has since declared bankruptcy. Brookstone's major competitor, Hammacher Schlemmer, retails mostly online and through catalogs. It has one retail store in New York City
.
, to promote breast cancer
awareness. In each case, a portion of the sales of special pink Brookstone products were donated to the partnering organization.
Peterborough, New Hampshire
Peterborough is a town in Hillsborough County, New Hampshire, United States. The population was 6,284 at the 2010 census. Home to the MacDowell Art Colony, the town is a popular tourist destination....
. Its headquarters are currently located in Merrimack, New Hampshire
Merrimack, New Hampshire
Merrimack is a town in Hillsborough County, New Hampshire, United States. The population was 25,494 at the 2010 census, making it the eighth-largest municipality in New Hampshire....
.
Brookstone sells products ranging from remote control helicopters and alarm clock
Alarm clock
An alarm clock is a clock that is designed to make a loud sound at a specific time. The primary use of these clocks is to awaken people from their night's sleep or short naps; they are sometimes used for other reminders as well. To stop the sound, a button or handle on the clock is pressed; but...
s, to massage chair
Massage chair
Massage chairs come in two main types.-Traditional massage chairs:Ergonomically designed chairs for positioning a person who will be receiving a massage, similar in function to a massage table. Chairs may be either stationary or portable models. Different chairs have different features, and many...
s. The company has its own brand and makes electronic gadget
Gadget
A gadget is a small technological object that has a particular function, but is often thought of as a novelty. Gadgets are invariably considered to be more unusually or cleverly designed than normal technological objects at the time of their invention...
s — one of the store's main focuses.
The company is also known for having every item in the store on display for customers to have a real hands-on shopping experience, being able to try out every product before making a decision on the purchase.
History
Pierre de BeaumontPierre de Beaumont
Count Wolston Pierre Stuart de Beaumont, aka Pete de Beaumont was an American mechanical engineer who was a founder of Brookstone, a chain of specialty stores.-Birth and childhood:...
and his wife Marry began Brookstone in 1965, for $500. After learning accounting by correspondence, they began mailing catalogs to thousands of hobbyists. It was based in their Berkshires farmhouse, and they named the company after their farm.
Pierre de Beaumont was known as a tinkerer, and Brookstone's start and initial product base was driven around the purpose of making hard-to-find and useful items/tools. Brookstone started out as a catalog company, with local and long-distance catalog circulations that initially were introduced from a classified ad in a Popular Mechanics
Popular Mechanics
Popular Mechanics is an American magazine first published January 11, 1902 by H. H. Windsor, and has been owned since 1958 by the Hearst Corporation...
magazine in 1965. The demand for the unique products that Brookstone offered developed into a strong consumer, demand-based system that led to a need for specific Brookstone retail stores.
Brookstone opened its first store in 1972 in New Hampshire
New Hampshire
New Hampshire is a state in the New England region of the northeastern United States of America. The state was named after the southern English county of Hampshire. It is bordered by Massachusetts to the south, Vermont to the west, Maine and the Atlantic Ocean to the east, and the Canadian...
. Due to the growing success of this store, many more followed during the next decade. One small issue developed from their store outlets — this issue was that the customer-base for Brookstone stores were almost exclusively limited to those who receive their distributed catalogs. Brookstone fixed this issue in the 1980s by introducing products in their store not available in their catalogs that still had a focus on their original idea of offering unique tools and household goods
Household goods
Household goods are goods and products used within households. They are the tangible and movable personal property placed in the living rooms, dining rooms, kitchens, family rooms, great rooms, bedrooms, bathrooms, recreation rooms, hallways, attics, and basements and other rooms of a...
. The new items introduced in their retail stores brought in items geared towards travel, leisure, technology, audio, and games, and even developed a hands-on experience for almost all of their products. Due to the introduction of these new products, more customers developed an interest and sales gradually increased through the 1980s.
In 1987, sales were posted at $93 million, which Brookstone considered a record. Their income, though, was at -$9.7 million, and this situation continued through the late 1980s. Even though sales were increasing, Brookstone decided to focus on ideas of creating products towards women, and converting their stores' overall look driven towards a "men's clubhouse
Gentlemen's club
A gentlemen's club is a members-only private club of a type originally set up by and for British upper class men in the eighteenth century, and popularised by English upper-middle class men and women in the late nineteenth century. Today, some are more open about the gender and social status of...
" feeling. Store arrangements were also changed to provide a less crowded, and more comfortable atmosphere. These efforts proved to be successful as an annual positive income was made at $4.9 million, with sales at $104.6 million in the early '90s.
Even with this success, Brookstone wanted more improvements, and decided to cut back its computer programming
Computer programming
Computer programming is the process of designing, writing, testing, debugging, and maintaining the source code of computer programs. This source code is written in one or more programming languages. The purpose of programming is to create a program that performs specific operations or exhibits a...
staff that worked on their retail computer system. With needs in the retail scene changing, their initial, already developed retail software systems became useful, which ended up making Brookstone's remaining staffed programmers unnecessary, which developed into strong annual savings for Brookstone.
In 1992, Brookstone ventured upon new types of sales avenues with the use of kiosk
Kiosk
Kiosk is a small, separated garden pavilion open on some or all sides. Kiosks were common in Persia, India, Pakistan, and in the Ottoman Empire from the 13th century onward...
s that featured the ability to purchase Brookstone items right at the kiosk, but contained a limited selection of items. The kiosks were separated from the Brookstone stores, but were contained in the same mall. These kiosks also proved to be a successful business venture with an overall sales jump to $143.7 million.
By 1993, Brookstone operated around 100 stores in the US. Sales in these stores accounted for 85 percent of their annual revenue, with their still existing magazine, and kiosk sales contributing to the remaining 15 percent.
At this time, Brookstone only had two distribution center
Distribution center
A distribution center for a set of products is a warehouse or other specialized building, often with refrigeration or air conditioning, which is stocked with products to be redistributed to retailers, to wholesalers, or directly to consumers. A distribution center is a principal part, the order...
s, and decided to add a brand-new one in 1994 in Missouri
Missouri
Missouri is a US state located in the Midwestern United States, bordered by Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska. With a 2010 population of 5,988,927, Missouri is the 18th most populous state in the nation and the fifth most populous in the Midwest. It...
, which resulted in faster shipments of their products to customers at no cost - as they ventured into the late 1990s with a count of around 150 stores in 32 states, more than 100 kiosks, and with the introduction of their online retail store. Brookstone evolved into a multi-million dollar company while retaining a strong grip on their original theme of offering unique and interesting products. Future growth for Brookstone remains strong with a current retail store count of over 300 retail stores and 100 seasonal stores in the US and Puerto Rico
Puerto Rico
Puerto Rico , officially the Commonwealth of Puerto Rico , is an unincorporated territory of the United States, located in the northeastern Caribbean, east of the Dominican Republic and west of both the United States Virgin Islands and the British Virgin Islands.Puerto Rico comprises an...
.
Competition
Brookstone was in competition with The Sharper ImageThe Sharper Image
The Sharper Image is an American product brand, formerly associated with a defunct retail company, now licensed for use on consumer electronics and gift products....
, which has since declared bankruptcy. Brookstone's major competitor, Hammacher Schlemmer, retails mostly online and through catalogs. It has one retail store in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
.
Philanthropy
Since 2008, Brookstone has partnered with charity and nonprofit organizations, Charity for Women, Breast Cancer Network of Strength, and Susan G. Komen for the CureSusan G. Komen for the Cure
Susan G. Komen for the Cure, formerly known as The Susan G. Komen Breast Cancer Foundation, often referred to as simply Komen, is the most widely known, largest and best-funded breast cancer organization in the US....
, to promote breast cancer
Breast cancer
Breast cancer is cancer originating from breast tissue, most commonly from the inner lining of milk ducts or the lobules that supply the ducts with milk. Cancers originating from ducts are known as ductal carcinomas; those originating from lobules are known as lobular carcinomas...
awareness. In each case, a portion of the sales of special pink Brookstone products were donated to the partnering organization.