July 5 Page 67

Southern Exposure owner Tim Collins, shown with his

son, Brian, are pictured at the original Southern Exposure
location. Tim and Gretchen Collins operate the Southern Ex-
posure seaside store, while Brian and his wife, Kirstan, run
the original store.

Photo by Joanne Shriner

July 5, 2013

Page 67

The Dispatch/Maryland Coast Dispatch

FROM PAGE 66

that department stores will place un-
der their own private label and buy
them under the manufacturers
name in general trade, which lowers
the price point.

He highlighted popular brands at

the seaside locations, such as Ruby
Road and Alfred Dunner. The sea-
side location also provides a small
men's clothing section of swimwear
and casual beach wear.

Collins described Southern Ex-

posure's original location as a spe-
cialty boutique that sells popular
clothing lines like Flax and Jams,
sandals by Island Slippers and jew-
elry by Brighton.

"They look for lines and have

lines that are more unique, different,
that is not all up and down the
beach, and are easy and casual
with upper moderate price points,"
Collins said.

Southern Exposure original has

expanded over the years with a
house being added to the storefront
to provide a second story that has
now become known as the Sale
Loft.

"We are always looking for ways

to generate additional business. It's
always something at the beach; it's
the weather, it's the economy ...
and a lot of manufacturers approach
us about a lot of really good deals
during the summer, and in the past
we have not been able to take full
advantage of that, so this year we
have opened up the second floor

where everything there is at least 50 percent off,"
Collins said of the Sale Loft that offers fresh, current
goods.

Regardless of the different locations, both Southern

Exposure stores offer a wide variety of clothing and
accessories, including shoes, hats, handbags, jewelry
and scarves.

"We feel very strongly if people are coming to the

beach you have to have something that acts as a
magnet. In today's age, shopping has to be fun at the
beach. They [vacationers] want to come in and have
an experience, and that is what we are trying to pro-
vide. Our plan is to keep the stores as different and
unique as possible," Collins said.

Southern Exposure finds their customer base is

local, but have many returning vacationers every year.

"That really ties into what we are trying to do be-

cause I am convinced a lot of the people that come
year after year have a mental checklist. They are go-
ing to make one trip to Nantuckets, a trip to one of the
crab houses, they are going to go to the Seaside
Country Store, and we want to be and I think we are
on that list," Collins said.

... Two Stores, Two Different Styles But One Family At Helm