Downtown SLO businesses close for good amid COVID-19 pandemic: ‘It is very emotional’
Several businesses in downtown San Luis Obispo have closed their doors permanently amid the coronavirus pandemic and other economic challenges.
Some owners cite a retail market that was already tough before the pandemic hit in mid-March, including steep commercial rent prices and online competition.
At least five downtown businesses have already shut their doors — Bella B., Fiore, Len Collective, Peet’s Coffee and The Sock Drawer.
Another San Luis Obispo business, Jules D., will close permanently after Sunday.
“For Rent” signs could be seen recently on vacant spaces of the buildings that used to house Fiore and The Sock Drawer.
Decision to close SLO clothing store was ‘emotional’
Jules D. co-owner Jules DuRocher said that the men’s clothing store primarily relies on in-store customer traffic, calling their operation a “dinosaur model.”
“Retail in general is just struggling, and that already was happening before the pandemic, which made things even more difficult,” said DuRocher, who’s owned the San Luis Obispo shop with her husband, Jeff DuRocher, for eight years. “It has been hard.”
Jules DuRocher said she could have developed a hybrid model merging an online and physical retail business, but said Jules D.’s vendors sell the same products online as well. Those vendors can offer better deals such as free shipping because of bigger profit margins, she said.
Speaking of the decision to close the store at 672 Higuera St., DuRocher said, “It is very emotional.”
“We have a group of loyal, supportive customers, including some from the same families,” she said. “I’ll miss them, but I’m excited to be moving on to something new.”
The DuRochers closed a sister store, Femme Jules D., in June 2019, after about a year of operation, saying that men’s clothing would be their focus.
Closing Jules D. “will be a relief as well,” DuRocher said. “I think an amazing new generation of younger people will open businesses here, however, and they’ll find ways and try new things to make a go of it.”
Jules D. is offering 50% to 70% off on store items through Sunday.
Business owner deals with coronavirus pandemic fatigue
Len Collective owner Shannon Len closed her San Luis Obispo boutique, which specialized in jewelry, fragrances and body care products, on June 27. She cited the challenges of doing business during the coronavirus pandemic.
“It has simply been exhausting,” said Len, who opened her shop at 715 Higuera St. two years ago. “In addition to the economic pressures of a slowdown with business, it has been wearing to have to contend with people who don’t want to wear masks. It really is a constant daily stress under these conditions.”
Len previously operated her business in the nearby Creamery complex, starting her business Len Designs Jewelry in San Luis Obispo in 2001. She said she has no immediate plans to reopen in San Luis Obispo, though she is considering opening a store in downtown Arroyo Grande.
Len said that she closed Len Collective in mid-March after San Luis Obispo County’s shelter-at-home order went in place and then reopened for about a month before shutting the store’s doors for good.
Len said that other business challenges included the lengthy construction of nearby Hotel Cerro and a changing downtown landscape.
“It is sad to see so many vacant businesses in the downtown,” Len said. “It just has a dreary and abandoned feel.”
Sock shop to focus on online sales
Although The Sock Drawer owner Brooke English has permanently closed her brick-and-mortar store, the business will remain open online with a warehouse located on South Higuera Street.
The Sock Drawer had been steadily growing online sales, while maintaining a retail storefront at 852 Higuera St.
The decision to close the Higuera Street store to focus only on the digital side was an extremely difficult one that English pored over for weeks, said Cindy Johnson, The Sock Drawer’s general manager.
English concluded that it was best to end her business’ month-to-month lease.
After opening in downtown San Luis Obispo 13 years ago.The Sock Drawer suddenly closed on March 16 due to coronavirus safety precautions and never reopened. The footwear shop was located at next to Fiore, a women’s clothing store at 865 Higuera St. that has also shuttered.
“We have absolutely loved being a part of downtown, where we’ve been active with the Chamber (of Commerce), the Downtown SLO association and Art After Dark,” Johnson said. “This was an extremely difficult business decision. We really wanted to stay a part of the outer downtown core.”
The Sock Drawer, which has 13 employees, has thrived online, Johnson said, and has retained staff members including marketers who are able to work from home.
“I worry for other people running businesses and their employees,” Johnson said. “You learn the most during times of adversity and I am impressed with the creative ways businesses are working hard to make it, through curbside pickups and (outdoor shopping) as well as online.
“It has been a delight to work with the SLO community the 13 years.”
Downtown SLO helping businesses adapt
Downtown SLO CEO Bettina Swigger said that the impacts of COVID-19 have pushed many businesses to adjust to changing consumer habits..
The owners of JunkGirls, a gift store at 870 Monterey St., have spent much of their downtime during the COVID-19 pandemic focusing on opening an online store, Swigger said.
Swigger said that downtown San Luis Obispo’s unique characteristics — including its architecture and attractions such as Mission Plaza and two new luxury hotels — will bring visitors and shoppers, helping pull businesses through.
“SLO is uniquely positioned as a walkable, charming place that will continue to offer a great restaurant, shopping and other types of services,” Swigger said. “Small businesses are known for their creativity and those who are the most adept at adapting will come through this.”
Swigger said the organization has been active in helping businesses with the federal loan process and make the best use of the Open SLO program.
Under the new program, which was approved by the San Luis Obispo City Council in May, segments of Monterey and Higuera streets are temporarily closed to car traffic — allowing restaurants and retail shops to use the street areas adjacent to their stores with city-issued permits.
A new parklet has been established outside Big Sky Café as part of the Open SLO program, San Luis Obispo city manager Derek Johnson said at Tuesday’s City Council meeting.
This story was originally published July 10, 2020 at 5:00 AM.
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