E. Greenwich, R.I.
Shop Owners: Guido Silvestri, Rob Asselin
CIVIL planted its roots in East Greenwich, Rhode Island a little less than two years ago, and has since served as a go-to skate and snow shop for a wide range of boarders, according to shop owner Guido Silvestri. Located in the suburbs, CIVIL is about ten minutes south of Providence, R.I., and a fifteen minute drive from the beaches, says Silvestri, who co-owns the shop with Rob Asselin. The two say that despite the failing economy, and in spite of being a new business, CIVIL continues to grow in most of its categories.
"We haven't noticed a drop off in business yet, but we are still in the growing phase," says Silvestri. "Certain days have been slow, but we are still young and we are still here."
CIVIL’s closest competition is about eight miles away, in the town of Warwick, but that doesn’t worry Silvestri much since his shop caters to a different type of customer, he says. “They are a corporate chain, owned by a ski shop, and they sell similar items, but they can’t sell SB, they can’t sell Supra. We kind of cross the barrier of skate shop and boutique, and they are more of a cross between a skate shop and a mall-based retailer.” Silvestri says CIVIL gets shopped by all ages, including young kids all the way up to customers in their mid-thirties and beyond.
BEST SELLING CATEGORIES
“We have a full wall of footwear, displaying about 130 shoes,” says Silvestri, who added that the shop carries a large selection of brands such as Vans, Lakai, Circa, DVS, emerica, Fallen, Ipath, Supra and Adidas.
Best Selling brand: Nike SB
Best Selling Sku: Dunk
2. Skate Decks
CIVIL’s skate deck sales are fairly steady all year round, according to Silvestri. The shop also keeps its deck wall stocked with at least 120 boards. Some of the brands in constant rotation include Girl and Plan B.
Best Selling Brand: Girl
Best Selling Sku: Koston
“It seems like every time we put Koston's decks on the wall they go quick- that, or Andrew Reynolds is a pretty close second,” Silvestri says.
Because it’s just starting to get cold in Rhode Island, CIVIL’s outerwear has not been a close contender in sales over the last few weeks, but it will be in a couple of months, according Silvestri. Even though the shop has steady sales of apparel and skate gear all season long, right now snowboards are the hot item, the shop owner says.
As a side note, Silvestri added that T-shirts are a close fourth to snowboards. “They come within about $5,000 of each other,” he says.
Best Selling Brand: Rome
CIVIL has a similarly large snow hardgoods wall, with at least 120 boards on display during winter months, including brands such as Burton, Ride, Endeavor, Capita and Forum, Silvestri says. But lately Rome has been outperforming the rest in sales.
Best Selling Sku – The Agent