Dodrio wins downtown store makeover
Retail makeover expert speaks at DBIA breakfast meeting
Josh Johnston often overhears pedestrians in front of his store questioning what his business is about.
“They say, ‘what the heck is this place?’” Johnston said.
Dodrio sells bubble teas, anime merchandise and Asian treats. It also offers virtual reality gaming and has a gaming lounge and study space.
With so many elements to his business, Johnston says he feels like some of it gets lost in the mix.
But that is, hopefully, about to change.
Johnston, 27, is about to revamp his shop after winning a retail makeover through the Downtown Business Improvement Area (DBIA).
Barbara Crowhurst, CEO of Toronto’s Retail Makeover, offered her expertise at a DBIA breakfast meeting Tuesday morning.
She talked to members about image and appeal, with a presentation on business makeovers co-presented by Peterborough Economic Development.
Crowhurst shared ideas and tips with the audience before the draw, which Johnston won. So she made her way to Dodrio on George St. near Simcoe St.
She spent about two hours in the shop with Johnston, discussing everything from the store’s façade and paint colours to displays and music.
Johnston took over the downtown space when the former tenant —who owned the similarly themed shop DoDo at the same site —decided to close. Johnston purchased all of DoDo’s inventory and fixtures, signed a lease, made an adjustment to the signage and opened Dodrio last April.
Although Johnston added some seating areas and converted the basement into a gaming lounge, not much else changed. The young entrepreneur wanted to make the store more appealing to young people, with a neat and tidy bow branding his business, but didn’t know how.
“I still feel like I’ve almost been playing within a template, set up by someone else,” said Johnston, who also owns Thin City Skateshop, also on George St.
He spent a good part of the last year mostly just restocking inventory, saying he didn’t quite have the vision to do a complete overhaul.
“I’m at the point where I’m getting a little bit fatigued,” he said.
So, Johnston welcomed Crowhurst’s expert advice with open arms, eager to bring his business to the next level.
Both parties agreed the store’s façade was in desperate need of a facelift. That’s the first step.
Crowhurst then made a detailed list of suggestions, such as splitting the space into zones, adding new signage and where to place merchandise for maximum sales.
“There needs to be some fine tuning,” she said.
Despite the shop’s need for enhancements, Crowhurst did notice one area where Johnston excelled —his passion for his business.
It’s something he developed when he opened Thin City several years ago.
It’s the downtown’s only skateboard specialty shop.
“He’s enthusiastic. He loves what he does — that takes you a long way,” she said.