Jump to content

Sign in to follow this  
Carlo Klemm

Struggling Toy Store “Santa’s Toys” Makes Marcus Lemonis’ Nice List

Recommended Posts

Carlo Klemm

Struggling Toy Store “Santa’s Toys” Makes Marcus Lemonis’ Nice List

March 12,2019

by Jennifer Weyant - Business 2 Community


Santa Claus, Indiana is a special town that embraces the magic of Christmas all year round. One of their local retail attractions, Santa’s Toys, reached out to Marcus Lemonis for his assistance in growing their business. Their goal is to be able to create a refuge where kids can come and feel the magic of Christmas all year long. With the toy business undergoing some major changes in the past few years, Mark and Heidi Schmidt are in desperate need of some guidance so that they can remain competitive and continue to expand their business.

Marcus is surprised when he entered Santa’s toys. He expected to walk into a store that resembled Santa’s workshop, but instead found a retail space that was cramped, dark and uninviting. Throughout the store, 16 security cameras and accompanying signs reminded consumers that they were being watched. Instead of a fun environment where people can play and fall in love with toys, he felt there was a staunch surveillance feel in the storefront. The brand did not match the business.



A busy day for Santa’s toys would net about $5-6K but there are days when they do not sell a single item. This is especially true in the summer months when people are not focused on Christmas shopping. Marcus asked if they have considered closing seasonally, but they feel they have an obligation to their customers to be there for the whole year to cover everything from birthdays to get well soon presents. Marcus suggests that they launch a proper website that can work for them 365 days a year. This will also help to supplement their family income through the slower months so they do not have to worry about their financial stability.

After reviewing their financials, Marcus was impressed that they learned how to run a business in two years that is financially healthy and does not have significant debt. He decides to make them an offer to invest $75,000 in their company with a stipulation that half of the money will go into the store and the other half of the money will go into the website. In exchange for his investment, he wants 50% of online sales. He wants them to keep 100% ownership of the physical store. He feels that the store will help to build their brand and will ultimately drive web traffic as well. His expectation is that they will stock inventory and ship it out in branded, Santa Claus packaging. He wants the brand to exemplify joy, family, and Christmas. They agree to the terms and agree to enter into a business agreement with Marcus Lemonis.

In beginning their store-front makeover, their first step was to remove the slow-moving product and liquidate it. Marcus decided to purchase all of these items to donate to charity. This also allowed that portion of the money to flow directly back into the business. They also decided to redesign the space by putting in new lighting, floors, signage, and fixtures. This updated and opened the floorplan allowing them to stock double the amount of product while increasing the physical organization and flow for the customer. They also decided to turn some of their wasted storeroom space into Santa’s workshop to add to the appeal of the business.


  • Like 2
  • Wow 1

Share this post

Link to post
Share on other sites
Sign in to follow this  


  • Donations

    All donations go directly towards the cost of hosting and running ClausNet!

    Your support, through donations or simply by clicking on sponsor links, is greatly appreciated!

    Donate Sidebar by DevFuse
  • Our picks

    • If You Have the Post Christmas Blues You’re Doing Christmas Wrong
      The post-Christmas blues are a very real thing. Once the date of December 25th has passed the specter of December 26th is an ominous marker to many. It sits there on the calendar like the Ghost of Christmas Yet-to-Come. Silent and foreboding, the very image of the hooded Angel of Death it seems to be. And why not?

      Just about anywhere you look Americans are tossing trees to the curb, ripping down lights from rooftops and radio stations are flipping back to everyday music. What took months to build gets deconstructed in a matter of a couple of days.
        • Like
      • 25 replies
    • Auld Lang Syne
      Every New Year’s Eve at the stroke of midnight, millions around the world traditionally gather together to sing the same song, “Auld Lang Syne”. As revilers mumble though the song’s versus, it often brings many of them to tears – regardless of the fact that most don’t know or even understand the lyrics. Confusion over the song’s lyrics is almost as much of a tradition as the song itself. Of course that rarely stops anyone from joining in.
        • Wow
        • Like
      • 2 replies
    • Merry Christmas, My Friend
      Every year around this time, some variation of this poem is circulated online. The poem is generally credited to “a soldier stationed in Okinawa” or more recently since September 11, 2001, “a Marine stationed in Afghanistan”.

      However, the poem’s true author is Lance Corporal James M. Schmidt.

      Originally entitled, “Merry Christmas, My Friend”, Corporal Schmidt wrote the poem in 1986 while serving as Battalion Counter Sniper at the Marine Barracks 8th & I, in Washington, D.C.

      That day the poem was placed in the Marine Corps Gazette and distributed worldwide. Schmidt’s poem was later published in Leatherneck (Magazine of the Marines) in December 1991.
        • Sad
        • Love
        • Like
      • 1 reply
    • Is it time to start calling out Bad Santas?
      Is it time to start calling out Bad Santas?

      Do you think we should start calling out those in our community whose actions or behavior is unbecoming of Santa Claus or Mrs. Claus?
        • Wow
        • Like
      • 88 replies
    • Backlash Building Against The Man Who Invented Christmas
      Backlash Building Against The Man Who Invented Christmas

      September 7, 2017


      There is a new Christmas movie headed to theaters this Christmas about Charles Dickens about his creation of A Christmas Carol and Christmas purists hate it. Already.

      The film has a stellar cast that features the dreamy-eyed Dan Stevens as Dickens and the legendary Christopher Plummer as Scrooge. Here is the trailer:

      “This is a very presumptuous film,” said Christmas fan and would-be film critic, Arnold Yates, via MSN. “Charles Dickens was great but he certainly didn’t invent Christmas. Bah Humbug!”

      That sentiment is growing online as the preview makes the rounds.
        • Confused
        • Like
      • 14 replies
    • Seeking recognition
      Seeking recognition is a downward path for a legend who performs his tasks in the veil of night.

      Recently, a fellow portrayer of Santa posted an image on Facebook that they constructed to look like a magazine cover with him on it and several story snips like many publications have on their covers.  You may have seen it if they are your friend on Facebook.  It looks okay.  The composition is good, but the rendering when uploading it to Facebook became distorted it and it is quite pixelated when you look at it from a development standpoint.
        • Love
        • Like
      • 13 replies
    • Not Everyone Can Be Santa!
      Yes, I said it and it is not meant to hurt anyone’s feelings. I do view many Facebook sites along with websites and posted photos. Frankly, many of these postings should have never been put on public display.
        • Thanks
        • Love
        • Like
      • 1 reply
    • Are you the 'real' Santa?
      How do you answer this question?

      "Are you the 'real' Santa?"

      Read all the replies...
      • 91 replies
    • Infringement? Make up your own mind.
      In the last couple of days, on several different social media and bidding sites, an item has been offered for sale that in my opinion is cause for suspicion.  I would like to bring that product to your attention.

      There is some disagreement over whether or not it is an infringement or not.  I believe it is close enough to be considered as an infringement, but that is not the only the reason behind my post.
        • Like
      • 30 replies
    • Why Bass Pro Shops’ longtime Santa won’t be back this Christmas
      Why Bass Pro Shops’ longtime Santa won’t be back this Christmas

      Christmas is going to be a little different this year for families whose traditions include visiting Santa at Bass Pro Shops. Paul Davis, who spent the last nine years as the Bass Pro Santa in Ashland, will not be there anymore.
        • Sad
        • Like
      • 98 replies
About | Forums | Blogs | Newsletter | Contact

© 2019 MJR Group. LLC. All rights reserved.
Terms of Use | Privacy Policy | Copyright IP Policy

Proud affiliate of My Merry Christmas!

Subscribe to the ClausNet Gazette

Enter your email address to subscribe to our monthly newsletter.

About ClausNet

The ClausNet community is the largest social network and online resource for Santa Claus, Mrs. Claus, Elves, Reindeer Handlers, and Santa helpers for the purposes of sharing stories, advice, news, and information.
  • Create New...