The Power Up ⎯ SN.01/EP.02
How “Community First” Lead To New Profit Channels For The Green Monkey
Some businesses are born out of a passion for the industry, while others are born from an idea. Rusty Sutton dreamed of a safe, interactive space where everyone could shop and be welcomed, six years before their first retail location at the Raleigh Flea Market. Looking around at other businesses in the area, Rusty found that this type of space was missing from the community.
By investing in a safe and inclusive space that welcomes all and an engaging shopping experience, their customers, or MonkeyFans as Rusty calls them, return on average 2.5 times a month. “Ten years ago when we started this concept with the gift shop and the neighborhood bar it wasn’t done. However, what makes us different is that we’re engaging,” Rusty shares.
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About The Business
Business name: The Green Monkey
Founded: 2013
Founder & co-owner: Rusty Sutton
Location: Raleigh, NC
Website: https://www.greenmonkeyraleigh.com
Sales diversification strategy: E-commerce, retail storefront, craft beer bar, monthly beer club membership, Monkeyverse Fellowship Hall event space
About Our Guest
In 2007, Rusty’s idea for a social shopping experience first took place at the Raleigh Flee Market where they sold gay pride, equality, and diversity-themed gifts. A couple of years later, in 2013, Rusty was presented with an opportunity to purchase the Royal Food Mart in town, along with its inventory. However, Rusty was disappointed by the compromises he had to make for this location and eventually, they lost Royal Food Mart’s customer base, along with theirs from the Flea Market.
A year later, after a heartfelt conversation with a friend, Rusty was inspired to do things his way, even if it meant going down in flames. The old inventory slowly cleared out and was replaced with their gift shop products and small craft beers. Then in 2015, Rusty had to opportunity to purchase a small tap system which finally turned his dream into reality. But Rusty didn’t just stop at opening the bar, he’s created a truly one-of-a-kind shopping experience where you can sip and shop, attend weekly and exclusive events, and form genuine connections with those around you.
To discover how Rusty creates an inclusive environment across different sales channels, listen to the whole episode on The Power Up.
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