A couple of Saturdays ago, hundreds of folks from Fairfield County and beyond jammed Mitchells.
They celebrated the store’s 60th anniversary — and its just-completed major reconfiguration.
The 27,000 square feet sparkle with updated designs, new collections, fresh lighting and an ultra-modern feel.
One floor below — where dozens of employees direct the operations of the 9 stores Mitchells owns on the East and West Coasts, and 18 tailors work their magic — another renovation has launched the business far into the future too.
It’s a far cry from the first Ed Mitchell’s store in 1958. All those celebrating customers last month could not even have fit in that tiny shop on the corner of Post Road and North Compo.
Back then, “the Mitchells” consisted of Ed and his wife Norma, and Ed’s mother (who did the tailoring).
Yet 60 years ago they put out a coffee pot, and poured free cups. It was a small gesture, but a telling one. We want you here, the Mitchells said. And we’ll do whatever we can to make you feel at home.
The coffee pot has been replaced by a fancy machine, with espresso and capuccino options. Ed and Norma’s family is now on the 3rd generation, with a 4th waiting in the wings. Most family-owned businesses don’t make it past generation 2.
The coffee cup and family feeling are why Mitchells has survived — and thrived — over 6 decades.
I’ve known Bill and Jack Mitchell — Ed’s sons — since my father took me to the store as a child. I coached all 3 of Bill’s sons. I know many other Mitchells.
But the other day, as I sat with Jack (now chairman of all 9 stores) and his son Andrew (chief marketing officer) for a quiet, casual conversation about the past 60 years, I realized what a remarkable story this is.
Although the business is now national, its roots remain right here in Westport. And that is the key both to Mitchells’ success, and why it is such a great “06880” tale.
“We’re bucking a national trend,” Jack says. “The headlines across the US are about retailers — Macy’s, Neiman Marcus and a lot more — that are closing stores and concentrating online. We’re investing in brick and mortar.”
Mitchells does have a robust web presence. But, Andrew adds, “we believe the digital world must support the in-store experience.”
“Our value that the customer comes first, and our goal of building relationships, hasn’t changed since I was at Wesleyan University and my dad opened the store,” Jack says.
“But this has changed.” He holds up his iPhone.
His staff uses the internet to track inventory, and ship it so customers can find the right shirt, suit, blouse or shoes online. They’re encouraged to visit a store, try it on and have it tailored. An item in the Seattle store can be shipped quickly to any other store, in Westport, Greenwich, Long Island, California or Oregon.
But Mitchells does much more. Their website encourages customers to email their personal style advisor, or call a sales associate. All emails are answered by real people.
“People are busy today. If they can only look at shoes at 10 p.m. when the kids are in bed, fine,” Andrew says. “If someone in a London hotel room sends an email or text, it may be 3 a.m. here. But we’ll take care of it.”
When the store is closed, a phone message offers an actual number to call in the event of a fashion emergency. Those calls are answered by an actual Mitchell family member. Immediately, the problem is taken care of.
What is a “fashion emergency”? An unexpected funeral, and no suit. A business meeting, and a forgotten shirt. Things happen.
A Mitchell family member will open the store on a Sunday for those issues. If needed, they send a tailor to a customer’s home.
That personal touch is why customers continue to flock to the stores. Each one is different. However — as they’ve bought properties across the country — the Mitchells have been careful to keep each local identity.
“Why change Richards in Greenwich, Marsh’s in Huntington, Wilkes Bashford in San Francisco and Palo Alto, or Marios in Seattle and Portland?” Jack asks. (There’s also a by-appointment tailor shop on 5th Avenue and 58th Street.)
“Every one of those stores is part of its community. Our customers have 9 times the inventory, but the heart and soul of the customer experience is local.”
And the local Westport experience informs everything the entire company does.
“Our corporate office is here,” Jack says. “We have more Mitchells on the floor here than any other store. This is our heart and soul. It’s where it all began.”
For 60 years, Mitchells has embraced the community. They host 2 major fundraisers each year — Pink Aid (which started here) and Near and Far.
But they open their doors to 150 or so smaller events each year. Shopping nights for charity, group meetings, small fashion show fundraisers — just ask, and the Mitchells say, “Sure!”
Their quiet, behind-the-scenes help is even more legendary. The stories could fill a book. (In fact, Jack — the “hug your customer” expert — has written 3.)
“My father always said, ‘if you’re good to the community, you’ll have a healthy business,'” Jack says.
“Westport has been good to us. We just try to give back.”
FUN FACT: Why — when Mitchells changed the name from “Ed Mitchell’s” — did they eliminate the apostrophe? “It’s not about us owning it,” Jack explains. “It’s about all of us growing, one customer and one family member at a time.”
And, he adds: “If we were starting the business today, it would not be Ed Mitchell’s. It would be Ed and Norma Mitchell’s.”
He pauses, thinking about his mother’s enormous contributions to the success of the store.
“Or Norma and Ed’s.”