FROM OUR NOVEMBER ISSUE: MILESTONES – 50 YEARS! M PENNER, HOUSTON, TEXAS

The entire MR team proudly presents our November 2024 issue. If you haven’t received a hard copy, please page through our digital version, and we’ll continue to post individual stories here on  MR-mag.com. If you haven’t been getting MR in print, be sure that you are on our mailing list for future issues by completing  this form.

Founded in 1974 by Morris (Sonny) Penner, Run by Murry and Karen Penner, with help from son Jeremy. 6,500 square feet, 12 employees.

Services: Complimentary in-town delivery; complimentary gift wrap; closet/wardrobe evaluation; rush service; concierge service with local hotels, restaurants, shops; onsite tailor shop; expertise in tailoring, product knowledge, presentation; focus on discovering new brands: (10 percent to 20 percent of seasonal budget goes to new brands).

Top five brands by dollar volume (in order): Zegna, Isaia, Brunello Cucinelli, Canali, Santarelli

Online strategy: Our current online sales are under 2 percent; our goal is to reach 5 percent in the next two years. From the outset, we decided that our e-commerce site has two functions: to sell merchandise and to act as an additional window into the store. This second function has proven to be the source of much new client business.

Best/worst parts of the job: The best part comes down to the treasured friendships that have been forged over decades: with clients, fellow retailers, vendors, and employees. The worst part: when we let a customer down.

On your vendors selling direct to consumers: We’d rather they not, but we don’t control that. Our top vendors also sell to Neiman Marcus, Saks, and Nordstrom, all of whom have A+ stores about a mile from us and we can’t control that either. So we focus on offering a superior experience. The vendors who are selling direct typically have strong marketing materials that we take advantage of, and by and large, they are supportive partners when we need something.

Changes you’re planning for future growth: We’re wrapping up a year-long refresh in the store. We opened up our main selling area by tearing out a behemoth check-out and accessories fixture that took up about 100 square feet of prime selling space. We recarpeted and repainted, updated the fitting rooms, and created a few seating areas. The atmosphere throughout the store is great–luxurious, and relaxed. We’ve always said that our store is our home, and our clients are our guests. The refresh reflects this attitude. Plans on growing the business include adding to our sales team, continuing to experiment with new brands while growing our business with top-performing brands, growing our online business, improving our social media messaging, and cutting expenses.

Greatest challenges you now face? Finding expert tailors and high-level sellers.

How to get young guys in the store? Staying active on social media, replacing older sportswear brands with newer, more active and unique brands and, of course, referrals.

Secret to having reached this milestone anniversary: Staying true to our mission. We feel very fortunate to be partners in this business. We work really well together because we have opposite skill sets and great respect for each other. We also are fortunate to have our son, Jeremy, in the business. Beyond that, we have a great team on the sales floor and in the tailor shop, many of whom have been with us for decades. Working with merchandise planners is essential to keep our inventory healthy.