Company expands, moves as other businesses fail
EmbroidMe is one example of a business expanding in a retracting economy. That's because the business offers solutions for what's going on in the economy, owner Leslie Simensen said.
EmbroidMe moved into larger quarters at 5732 Buckeystown Pike, near the Common Market grocery store.
The company's expansion proves there's a need to build brand awareness of the customer, especially in a dismal economic climate, Simensen said.
"That is the single most important thing EmbroidMe does," Simensen said.
Simensen embroiders or screen-prints products locally, allowing for lower shipping costs, faster turnaround and more responsive service. The service also customizes name brands and designs items with logos using Advanced Virtual Sample Technology. The company handles the entire job from start to finish and creates a free online company store to help a customer sell logoed merchandise to its audience.
Simensen, a veteran who served in Desert Storm, was spotted by EmbroidMe's vice president while she was operating a kiosk in a West Virginia mall. He asked her to become an EmbroidMe franchisee, but Simensen wasn't sure that going the franchise route would work, considering her Type A personality, with specific ideas for her company.
After assurances from the vice president that she could be as independent as she wanted, Simensen accepted the offer, and the arrangement has worked well, she said.
In August, Simensen bought an embroidery store that had existed for five years in Frederick . The previous owners, who were ready to retire, had attracted a loyal following and established a good reputation, Simensen said.
EmbroidMe is looking to add to its three-employee operation. Additional workers are needed to introduce the company's products and services to the Frederick community, Simensen said.
EmbroidMe's new location allows customers to touch and feel the product as opposed to going online and buying the cheapest shirt they can find, Simensen said.
A veteran, Simensen said she makes it a point to seek veterans for hire.
"I did not get here by myself so I make it a point to reach out as well," said Simensen, whose husband is a veteran as well.
SOURCE: THe Frederic News-Post February 17, 2009