Parable and Insight Retail Group Move Forward Together
January 24, 2008 — The entire Parable staff, including the Nashville team and newcomers from IRG/Lemstone, gathered in San Luis Obispo, Calif. last week for a time of celebration and preparation for the next phase of business.
The Parable Group purchased Insight Retail Group (IRG), parent company to Lemstone Christian Stores, in a deal that closed on Dec. 31, 2007. As a result, 31 stores joined The Parable Group.
"This past week truly confirmed my belief that God's hand was in this decision," says Steve Potratz, CEO of The Parable Group. "Our new staff members will make the company stronger and provided the missing pieces we needed to move our franchising plan forward."
Phil Darr, manager of franchise sales at Parable and former vice president of Insight Retail Group, is looking forward to combining the marketing, merchandising and brand benefits provided by Parable with the operational tools of Insight Group, creating a complete package for new franchisees.
"As a part of the Parable franchise, we can tap into the strength of a national brand, which independents will need to compete in today's market," he remarks.
Steve and Janelle Pickering, owners of the Lemstone Christian Store in Cedar Rapids, Iowa, say they are eager to begin using the Parable mailers and in-store merchandising kits.
"We're really excited about the marketing opportunities that we didn't have before," says Steve Pickering.
In addition to improved marketing, the IRG buyout advances the possibilities for collective purchasing.
"Buying together is the next logical step for our franchisees," explains Potratz. "The more retailers think 'we' instead of 'me', the greater our success in today's market."
Parable is also enthusiastic about what IRG/Lemstone brings to the table: a skill for opening new franchise stores. IRG opened seven stores in 2007 alone.
Drawing on the IRG expertise and model for opening new franchises, Parable plans an aggressive campaign for 2008, with a goal of opening 10 new Parable franchised stores by the end of the year.
For more information contact Gary Weyel, Parable marketing and communications strategist, or visit www.parablegroup.com. The Parable Group is based in San Luis Obispo, Calif.
