Rooster’s Nest: A different kind of store that’s thriving in tough economy

A heavy table - antiqued, distressed, new and for sale – sits in the middle of the Rooster’s Nest store in Bayville Shopping Center, on Rt. 54 just west of Fenwick Island. The table is loaded with a variety of gifts: unusual golf club lamps and desktop sculptures, one-of-a-kind lamps and a few novelty books.  One is titled: “Why do men have nipples? Hundreds of questions you’d only ask your doctor after your third martini.”

It’s the kind of book you might expect to find in a store called Rooster’s Nest. Like its name, the store is different.  Visitors might find themselves with a mimosa – on weekend mornings – or a glass of Chardonnay in their hand while they chat and browse. And they may or may not notice Frank lying quietly on the floor.  “He’s taking his siesta,” Sally tells a customer.  “He sleeps like that about 14 hours a day.”

Frank is a giant French mastiff, the grandson of Hooch in the movie "Turner and Hooch." Other than the cash register, he’s about the only thing in the store not for sale.

Bill Shoemaker and Sally Walsh this year are celebrating the fifth anniversary of their store. The couple started their venture just as the nation’s economy was cracking and headed toward crash, yet they have seen growth, and change, every year. So what’s their secret?

“We’re a happy place,” said Walsh.  “People will be greeted within five seconds of walking in the door.  We’re vastly different than when we opened five years ago.  We’re constantly evolving.  People want to see something different when they come in the store.  They constantly want us to raise the bar, so that’s what we’re doing.”

All of the Rooster’s Nest furnishings – tables, sideboards, hunt boards, chairs – are for sale and also serve as display area for the store’s gift items.  “Our pricing philosophy is to keep our mark-up down so items are constantly moving.  We don’t go for high mark-ups, waiting for the big sale.”

Walsh has a long history of hospitality and customer service.  For many years, she operated a gourmet take-out restaurant in Haverford, Pa. “We grew from $300,000 in the first year to $2 million three years later,” said Walsh. “Our philosophy was to keep it small and keep it full.  Our space was about 600 square feet.”

The Rooster’s Nest isn’t much more than that.

In addition to keeping her store fresh and with new items all the time, Walsh listens carefully.  One sideboard displays heavy glass decanters with sets of old-fashion glasses.  Seals of the Navy, Army, Coast Guard, Marines and Air Force distinguish the sets.  Others show seals appealing to golfers, cigar-smokers and outdoorsmen. “We have lots of people in this area from Washington D.C., Maryland and northern Virginia.  Many of them are involved in the military,” said Walsh.  “We carry men’s gifts, in addition to lots of items that appeal to ladies, because men are hard to shop for.  One woman came in.  She’s from Annapolis and serves as a housemother for five midshipmen at the Naval Academy.  She ordered five of the Navy sets as graduation gifts for her boys.”

Holiday party becoming legendary

Walsh keeps a register for all of her customers to sign.  Early in November, all of those people get invited to a day-long open house at the Rooster’s Nest to kick off the Christmas season. “It’s become a legendary party.  Entertaining is part of my background, and food is my way of showing love.  The party goes from 9 a.m. to 7 p.m., and we keep rolling out the food and drink. It’s important to show customers that you appreciate their business.”

Before moving to Fenwick Island, Walsh had contemplated the beaches of Southern California.  “Bill has lived down this way 36 years. He said: ‘Why not come down here. We have beaches too.’ I did, we fell in love and decided to open this venture together.  He had no idea what was going on in my mind but believed in me. I have come to love our customers.  They’re incredibly loyal and so nice, and they bring their friends.”

Walsh said she also enjoys the Delaware beaches' pace of life.  “When I go back to the Philly area, I see how much different the pace is. There, I tell people to just calm down.  Here, it’s like a sigh of relief.”

That also explains why Walsh and Shoemaker have no desire to expand their business. “We’re in the same space we started.  We like doing one store well, and we enjoy what we’re doing.  People are looking for something that makes them feel good.  Our goal is to have things that do that and help people find them.”