Opening Bid Unfiltered Build-a-Bear CEO on reinvention and Trump tariffs
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Mar 28, 2025 Sharon Price John, the long-serving CEO of Build-a-Bear Workshop, shares insights on the company's impressive reinvention in a challenging retail landscape. She discusses the brand's success in opening new stores and targeting international markets, despite the hurdles posed by Trump tariffs on Chinese goods. John also highlights the importance of innovative products and maintaining a strong workplace culture to foster customer loyalty. Her leadership approach offers a unique perspective on adapting to changing consumer habits and economic pressures.
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Build-a-Bear's Pandemic Plunge
- Build-a-Bear's stock dropped to $1 during the pandemic.
- The company was deemed non-essential and had to close all stores.
Build-a-Bear's Unique Model
- Build-a-Bear's unique blend of experiential retail and omnichannel presence makes it hard to categorize.
- This uniqueness contributes to its success but makes it difficult for Wall Street to analyze.
Expanding the Bear Market
- Build-a-Bear's target market is broader than just young children.
- 40% of their sales come from teenagers and adults, including collectors.