Parable Celebrates 20 Years of Passion for the Independent
Christian retail's first marketing group marks a milestone
San Luis Obispo, CA — In the 20 years since its founding, Parable's goal has remained the same; keep independent stores independent and be willing to adapt for future success.
Parable founder and CEO Steve Potratz began in 1985 with a simple flyer to attract new customers to his Christian store in San Luis Obispo, California. "At the time, I had no inkling of the foundation God was laying for the future," Potratz says.
From that one tiny flyer for one small store, Parable became Christian retail's first marketing group and has since grown to become one of America's Leading Christian Retailers®, producing more than 300 million catalogs and flyers and partnering with more than 220 independent Christian retail stores.
Currently, Parable offers stores two ways to address the needs of the Christian retail industry.
Parable® member stores retain their private brand, serving their local community and remaining competitive through the support of Parable® data tools and marketing programs.
Retailers who have chosen the franchise program represent the national Parable® brand and strive to offer a consistent shopping experience found in all Parable® franchise stores, backed by the full roster of marketing expertise, coaching and accountability through an extensive operations and best practices program.
In addition to the member and franchise stores, in 2000 Parable started a company that provided web sites for independent stores. Parable Interactive is going strong today, providing web stores for independent retailers and ministries.
As Parable marks this milestone, it rejoices at the millions of lives transformed through the power of the Holy Spirit using products introduced to consumers through Parable® marketing tools. Potratz believes it is Parable's focus on life-changing products that has helped stores grow in a significant way. "Most stores joining Parable see tremendous growth the first few years. Growing stores mean changed lives and that's what Parable is all about," says Potratz. "Our mission is clear: to resoundingly impact the Kingdom of God."
Parable's 20th anniversary celebration included a week of celebration events in July at the International Christian Retail Show (formerly known as CBA International Convention) in Denver. Anniversary highlights included a banquet celebration with Parable® store owners past and present as well as vendor partners and others. Also Parable hosted a special worship service on Sunday morning.
Headquartered in San Luis Obispo, California, the Parable® family of companies includes: The Parable Group, providing catalogs and comprehensive marketing services to independent, locally-branded Parable Members nationwide; Parable Franchising, offering a nationally-branded turnkey business plan for opening and operating new and existing Christian retail stores; and Parable Interactive, serving as a ministry partner hosting hundreds of web sites.
