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TJX's Edmond English His Focus On The Customer Keeps Retailer Growing.(LEADERS & SUCCESS)
Byline: Christopher L. Tyner
When Edmond J. English walks into one of his company's 1,400 stores, as he does a few times each week, he likes to see if he can spot a risk taker.
Take the time eight months ago when the chief executive and president of TJXCos., the Framingham, Mass.-based off-priced apparel and home retailer, poppedin to check on a HomeGoods store. He quickly discovered what he was looking for.
He'd spotted a 6-foot suit of shining armor riding in a customer's shopping cart up and down the store's aisles. English turned to the store's merchandise buyer and quizzed her about the armor. She told him she'd decided to take a chance. The question was, outside of perhaps a certain dating demographic, who was looking for a knight in shining armor?
English told the buyer he was pleased she'd bought the armor. "But don't letit hang around too long," he told her. The buyer surprised English. She told him the $150 suits were selling. The astonished CEO of the $9.4 billion companyran down the aisle to the armor customer and conducted a little on-site marketresearch.
"I said to him, "You have to tell me, what are you going to do with that knight in shining armor?' He said, "You know what? I have no idea. I just like it,' " English said.
HomeGoods went on to sell thousands of the $150 suits of armor in the past half-year, all because a store buyer took a risk. She did it because she felt secure about experimenting -- the result of English's careful cultivation.
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