Did you feel it? That first time you walked into Standard Goods? There’s a moment, after you’re drawn in by the quirky vibrancy of its storefront window display, when you’re not quite sure where you are. In a good way.
“Yes, we’re definitely different,” says Tom Kiecker, who owns and operates the offbeat, upbeat shop with his wife Karen. “But we also fit right in. We continue to overhear customers say, ‘Oh, Naperville really needed this.’”
Good point. Where else can you find edgy greeting cards, boutique clothing and jewelry, vintage-style t-shirts, throwback ball caps, and an array of laugh-out-loud novelty gifts? Then there’s the local splash in each category – including the popular “Naperville AF” and “Chillin’ like a Naper-villain” tees. It’s pop culture with neighborhood flair.
And it’s not just young people who keep popping in. Tom says one of his core customer segments is thirty-something lesbians. Another is the parents of teens and young adults. Out of towners are common drop-ins as well.
Raising the standard
These days, with construction still clogging the Washington Street strip, just getting into some downtown stores can be like navigating a corn maze. But it hasn’t slowed business much for Standard Goods, which discreetly opened its doors in 2021. Its secret seems to come down to fun, and that speaks to just about everyone.
To learn more, I met Tom for lunch nearby, at The Lantern. Talk about a joint that feels at home. The tavern goes back to 1966. Despite dramatic change all around, time has not passed it by. Instead, progress has only accentuated its charming old bar bones and its classic American fare.
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Tom: Famous Reuben Sandwich
Dave: Famous Lantern Burger
Yes, it had been too long so I had to have the Famous Lantern Burger (their beef is fresh from Casey’s), with a healthy side of slaw. Tom had a hankering for their Famous Reuben Sandwich. With special thanks to Tammy, both hit the spot. As we talked, friendly folks wandered in, and others dined at tables out front.
Hey, don’t let Tom fool you. At his shop he genuinely is an affable, easygoing customer guide. But, underneath, he’s also a savvy retail pro. In fact, he and his wife met while working as buyers at Nordstrom. Karen spent 30 years there while Tom also had stints at Footlocker, Doc Martens, and a local shoe store. They raised their four kids here in Naperville and Tom, who is originally from a Minneapolis suburb, says over the years he soaked up quite an education from some of the brightest in retail.
Speaking of, did you know there are three other Standard Good stores in the Seattle area? The quick origin story is that Tom and Karen kept in touch with a former Nordstrom colleague who headed to the Northwest. Their ongoing conversations led to a business formula they all agreed could work. Jeff Gardner opened the shops out there and Tom and Karen, of course, put their entrepreneurial stake in the ground here.
All about the experience
Between bites at The Lantern, Tom says learning from talents like Gardner helped him develop his own in-store superpower. He kiddingly refers to it as Retail AI. Translation? He’s a curator of cool who, from a business angle, really knows how to read the room.
“Your eyes and ears can tell you much more than a product spreadsheet,” he said. “You get insights a lot quicker by just listening, observing, and interacting. Some things are simple. If you see four people with the same item in their hand, it’s time to order more. And anything with any hint of Taylor Swift is gone immediately.”
But it’s not just about stocking the right product mix. Tom is the house DJ too, only cuing up tracks to fuel the energy and feed the experience. “Sometimes it’s music to keep ‘dad’ in the store. Other times it’s catering to a certain group,” he said. “I try to go more obscure than obvious, and you see when it really connects for people.”
That’s what he’s after, creating a feel, a flow, and a vibe that turns shopping into a bit of a party. After all, the store is alive with laughter when customers eyeball one eclectic item after another. Often, one member from a group of shoppers will come back alone and purchase something a friend in the group clearly liked or got a kick out of. Tom always sees it coming. It’s that Retail AI kicking in again.
Loyal to local businesses
In his attentive eavesdropping Tom has occasionally heard visitors groan about a higher price point. He politely points out that in most cases a purchase here – instead of online, for example – immediately supports at least two local businesses: the shop plus one of its suppliers based in the Chicago area.
“I tell them you’ll actually feel good about it,” he said with a smile. “And, usually, after making a purchase a customer will say, ‘You know what, I do feel good. Thanks.'” As an aside, he tells me the store is not political. “But we are for causes,” he added.
Growing up in Minnesota, Tom saw his grandpa as a natural salesman. Tom noticed him selling the most raffles for the Knights of Columbus and always organizing the football squares betting game. He was a connector, and it rubbed off. Tom had a fairly serious baseball card collection business when in high school. He even accepted orders from out of state.
Today, after many stirring career chapters, you can tell Tom grooves on this undeniably unique retail gig. He understands all the angles, and that includes leading with personality.
With Karen, Tom made a recent trip to like-minded stores in Nashville. They had a blast. For Tom, it was a powerful reminder of what he already knows. Shopping can be fun. Shopping should be fun. And that’s the feeling … every time you walk into Standard Goods.
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