Adam is the owner of RC Outfitters in Peoria, IL.  RC began in 1977 as a traditional specialty run store selling products and providing services similar to many stores in the industry.  In 2014, RC moved the store and significantly expanded the physical footprint with the intention to have the apparel department become a driving force of the company’s revenue and profitability.  In the past 10 years, the store has learned best practices in curating assortments, merchandising, and sales techniques from apparel vendors and retailers across a variety of silos and specialty arenas.  As a result, apparel has grown from 7% of the company’s revenue to almost 40% of their revenue while maintaining a 43% margin before trade discount. Adam and RC believe the lessons and best practices they have learned can be applied to specialty run retail regardless of the physical size or revenue volume of the business.