Business name: Rhea Lana’s of West Chicagoland
Address: 1199 E. Ogden Ave., Naperville
Phone/website: 630-730-4123, www.wchicagoland.rhealana.com
Owners’ names: Christine DeGraf and Heidi DeGraf
Number of years in business: Five
What does this business do? It’s a consignment “event” location that sells upscale, gently used items for children ranging in age from infants to teens. Among the items for sale are baby, children’s and maternity clothing, equipment, shoes, books, toys, furniture, baby gear and even prom and quinceanera dresses. There are two sales events, one in the spring and the other in the fall. The next one will be March 13-19.
“Rhea Lana is a real person down in Arkansas who started this out of her home, just trading with neighbors,” co-owner Christine DeGraf said. “Her husband, who was in IT, helped with organizing the growing sales. As her sales were getting bigger and bigger, they rented out churches and other locations. And in 2008, they started franchising.”
How many full- and part-time workers do you employ? “I have a very, very good team. They are like family,” DeGraf said. “I have three managers and probably around 27 women who volunteer and who get to shop early. Those that volunteer the most get to shop the earliest.”
What was the impetus for starting this business? “When I had my first child in 2009, my mother-in-law (and store co-owner Heidi DeGraff) started volunteering at Rhea Lana’s in Arkansas, where she lives” Christine DeGraf said. “She stocked up on all the extra things, like car seats and high chairs, because as a volunteer she got first pick at the sales. She suggested it (the business franchise) to me, and I went to a sale and loved it. My daughter was very young then. I decided to quit my job in marketing and was, like, ‘Yeah, we should do this.’ And we have continued to grow since. … We started out with just 30 consignors, and now we have over 500.”
What is the best thing about being located in Naperville? “We love the customers,” DeGraff said. “It’s easy and free parking and accessible from all around.”
What is the most popular thing you sell? “All our baby gear,” DeGraff said. “And we sell 95 percent of our toys. We make sure that all items work, have all the parts and batteries. It’s hassle-free.”
What is the thing you most like about your business? “Networking and getting to know customers and volunteers,” DeGraff said. “These are all people that I wouldn’t know otherwise. … And being part of a community. Consignors can choose to donate items that didn’t sell, and we are working with six local charities this spring: Family Shelter Services, Women’s Choice Services, CareNet Pregnancy Services, St. Vincent De Paul Center, My Joyful Heart and Willow Creek Care Center. They are all DuPage County charities.”
What is your least favorite thing to do? “Being away from my kids for two weeks (one week for setup and one week for the sales event). I hire a baby-sitter pretty much full time for the two sales events, and my mom helps when she can. But that’s what it takes to build a business,” DeGraff said.
What is the biggest misconception about your business? “It’s very organized, like a real store, with racks and space to move about,” DeGraff said. “It’s a real shopping experience, just like a regular clothing store.”
How would you describe your business philosophy? “Helping families everywhere. To provide quality items at discounts in a fun atmosphere,” DeGraff said. “It’s all about being organized. We have three drop-off days for the consignors. They have to put everything into the computer before. It’s all automated, and we have a voice entry system, and we check every single item. Each item gets a bar code. And consignors can follow sales live online. On the last day, they can either pick up all unsold items or have them donated.”
If you weren’t doing this, what line of work would you be in? “I could not not work. I love being a mom, and I’d love being a full-time mom, but I would need to do something,” DeGraff said. “I do have my real estate license. I’d work part time.”
What advice would you give someone thinking about opening a store or starting a business? “Don’t put off what you can do today. Get things checked off your list,” DeGraff said. “Sometimes the things you dread the most, often become the favorite.”
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How has your business changed over the years? “We have grown so much,” DeGraff said. “Permanent stores have much more overhead and are also smaller. We offer consignors a safe and a bigger venue. And also for the customers.”
Daina Saleh is a freelance reporter for the Naperville Sun.