by Earlier this week, I was talking with a friend who owns a small business that creates and markets greeting cards, stationery, prints and some handmade jewelry items.
Like any business owner operating in a sluggish economy, she finds herself challenged as she seeks to grow her footprint and sales selling products that while creative, are still very much commodity items.
So, when she asked for my advice, I was ready with an answer, but probably not the one she wanted to hear. “If you want to be successful, study the strategies of other retailers who are, then see if there are lessons there that you can apply and make your own,” I advised her.
As a strong example of someone knocking it out of the park selling what I consider a commodity item — mattresses — I sent her the link to Taos Lifestyle, a Taos, New Mexico-based store that must be one of the more unique bedding and furniture retailers in the country.
Taos Lifestyle is the brainchild of Mary Domito, better known to her friends and customers as “Mattress Mary.” To call Taos Lifestyle a home furnishings store would be unfair, because under Mary’s vision, the store is truly an experience.
In November 2023, she opened a 24,000-square-foot store that was in the works since 2021 when she purchased what had been a restaurant. But what makes this retailer so special is that in addition to the expected lineup of mattresses, furniture, apparel and gifts, Taos Lifestyle is also a destination for local concerts, entertainment and events.
Mary has been quoted as saying that Taos has a vibe and a lifestyle all its own, and she has done a superlative job capturing that mojo and transforming into the DNA of her store.
But to be clear, this transformation did not happen overnight. No stranger to retail, Mary set the magic in motion in 2004 when she opened a retail mattress shop called Sleep Sanctuary. In 2008, she expanded with the launch of Toto Home and in 2012 merged them as Taos Lifestyle.
Domito also opened other successful stores operating under different names in Colorado and in Santa Fe, New Mexico.
Confirming Taos Lifestyle’s clout as a hub for entertainment is quickly verified when one clicks the pull-down on the website that says “Mary’s Place.”
Here, residents and customers can choose from a solid schedule of entertainment from both local musicians and artists, as well as nationally known entertainers.
Customers who may have worked up an appetite shopping the store can eat at the numerous food trucks that dot the parking lot.
Say what you will about Taos Lifestyle, but please don’t call it a furniture and bedding store. It is an experience, a destination and what retail at its best looks like.
Happy New Year. My wish for you, regardless of your role in our business, is that you find your own magic and infuse it into your business in 2025!
