A Sturdy Soul in Vermont
After two decades at the helm of The Vermont Country Store, Bob Allen has much to look back on with pride
February 2004 By Noelle Buoncristiano, associate editor, Catalog Success
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How the catalog was started: Vrest Orton had vivid memories of growing up in the general store started by his father in 1897. He and his wife, Ellen, eventually assembled those memories into a catalog, which was printed in their garage and mailed just to their Christmas card list in late 1945. And so began the success story of a family business.
Not all in the family: Bob Allen joined The Vermont Country Store in 1982. He held various positions within the company, and in 1994 he was the first non-family member to be named president. Two years later he was named CEO. Allen will retire from cataloging next year.
Grew up in: Long Island, NY
Education: B.S. in mathematics from University of Rhode Island.
Early experience: Before joining The Vermont Country Store, Allen held management positions with Eastern Mountain Sports, a retail and catalog company.
Responsibilities: In addition to spearheading The Vermont Country Store’s overall strategy, Allen is actively involved with the merchandising process and maintaining the company’s focus.
Role models: John F. Kennedy and Martin Luther King Jr. “I am a baby boomer and child of the ‘60s,” Allen explains. In terms of an industry hero, Allen thinks highly of Gordon Segal, founder and CEO of Crate & Barrel, whose famous motto, “stay humble, stay nervous,” has remained with him for years.
Keys to catalog success: Allen credits the company’s commitment to hard-to-find products as well as its high degree of in-stock merchandise.
Favorite catalogs: Since Allen tends to shop for outdoor products — he’s a cycling and hiking enthusiast — REI’s catalog ranks highly on his list. “REI has become the direct-selling authority on outdoor sports,” he says. He also is fond of Sierra Trading Post for its “simple and straightforward product presentation.”
His management philosophy: “Personally and in business, my philosophy is to treat people well, and they, in turn, will treat customers well,” says Allen. “That’s the only way to create a long-term business.”
Goals: Besides seeing The Vermont Country Store as an incredible branding opportunity, Allen also sought to establish a strong management team that could be integrated into the family business. He has accomplished both feats throughout his tenure.
Retirement plans: As noted, Allen will step down as president in January 2005. His plan? “I still have energy to put into a new career,” says Allen. He says he has always wanted to teach math, a subject he studied in college.
Not all in the family: Bob Allen joined The Vermont Country Store in 1982. He held various positions within the company, and in 1994 he was the first non-family member to be named president. Two years later he was named CEO. Allen will retire from cataloging next year.
Grew up in: Long Island, NY
Education: B.S. in mathematics from University of Rhode Island.
Early experience: Before joining The Vermont Country Store, Allen held management positions with Eastern Mountain Sports, a retail and catalog company.
Responsibilities: In addition to spearheading The Vermont Country Store’s overall strategy, Allen is actively involved with the merchandising process and maintaining the company’s focus.
Role models: John F. Kennedy and Martin Luther King Jr. “I am a baby boomer and child of the ‘60s,” Allen explains. In terms of an industry hero, Allen thinks highly of Gordon Segal, founder and CEO of Crate & Barrel, whose famous motto, “stay humble, stay nervous,” has remained with him for years.
Keys to catalog success: Allen credits the company’s commitment to hard-to-find products as well as its high degree of in-stock merchandise.
Favorite catalogs: Since Allen tends to shop for outdoor products — he’s a cycling and hiking enthusiast — REI’s catalog ranks highly on his list. “REI has become the direct-selling authority on outdoor sports,” he says. He also is fond of Sierra Trading Post for its “simple and straightforward product presentation.”
His management philosophy: “Personally and in business, my philosophy is to treat people well, and they, in turn, will treat customers well,” says Allen. “That’s the only way to create a long-term business.”
Goals: Besides seeing The Vermont Country Store as an incredible branding opportunity, Allen also sought to establish a strong management team that could be integrated into the family business. He has accomplished both feats throughout his tenure.
Retirement plans: As noted, Allen will step down as president in January 2005. His plan? “I still have energy to put into a new career,” says Allen. He says he has always wanted to teach math, a subject he studied in college.
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