Bart Stringham

by Thad Kelling

Owning a business in the middle of a massive construction zone might seem as pleasant as a migraine. But Bart Stringham, president of Utah Woolen Mills, isn’t complaining — in fact, he makes a joke of it.

Stringham, 55, manages the fine clothing store with a long family history in what is arguably the best location for a retail store — across the street from the LDS Temple in downtown Salt Lake City. With millions of visitors passing by each year, about all a storeowner must do is sit back and watch the dollars roll in.

Add the fact that Utah Woolen Mills has a private underground parking lot, and you begin to understand why Stringham is not complaining that the LDS Church leveled almost everything around his store to make way for the much-anticipated City Creek Center. He is lucky to have dodged the wrecking ball and avoided moving to who-knows-where.

You know that Stringham has a good attitude about the construction when you take a peek inside his store. Next to $350 neckties, $100 socks and $6,000 Brioni suits, visitors will find white hard hats with the Utah Woolen Mills logo and small, stuffed toy sheep wearing orange vests.

Of course, it takes more than luck and a good attitude to keep a business open for five generations and 104 years. In this industry, location is only part of the equation. For Utah Woolen Mills, the other parts are unique products, high-quality products, fair prices, an eye for fashion and — most importantly — impeccable customer service. “We are not interested in selling one time,” Stringham says. “Everything we are going to do is going to bring you back.”

The conservative appearance of the store is misleading. While almost everything on the racks falls in line with the predominantly conservative local style, Stringham tries to find clothing that is different enough to stand out without looking peculiar. A few unique products include reversible leather jackets, waterproof and packable trench coats, 11-fold neckties, and the same brands of suits worn by U.S. presidents (including labels like Oxford and Hickey Freeman). Many of these items are more expensive than those found in department stores, but Stringham argues his “cost per wear” is lower. He recalls one customer saying, “When I buy from you, I only cry once.”

Yet quality means little without customer service. “It takes someone to show it to the customer and stand behind it,” Stringham explains. That is why employees at Utah Woolen Mills act as fashion consultants, helping customers find the best fit and color for their lifestyle and body shape. That is also why the store only has a modest online presence. “We don’t do e-business because it is so impersonal,” Stringham says.

And like the demolition around the store, Utah Woolen Mills is unfazed by the current recession. The difficult economy may even give people more reason to buy quality clothing, Stringham notes. More than ever, customers need long-lasting garments that command respect.

Plus, if you buy something at Utah Woolen Mills, they might even throw in a hard hat.