BROKEN ARROW, Okla. (KTUL) — The American Hatfield shop in Broken Arrow's Rose District believes it can compete with big corporate competitors.
While some people think brick and mortar retail stores are a thing of the past, in an online world, some experts say the concept is simply evolving.
One relatively-new business in this Tulsa suburb is making it with a diversified approach.
The American Hatfield shop in Broken Arrow's Rose District is doing just that. Outside, there's a chimenea pumping out pine smoke, while inside, there's incense that smells like a forest with sounds of country music in the air.
It's Kyle Hatfield's dream business that he started with just $200.
They sell rugged-outdoor clothes and gift items that look like things you'd find in a mountain cabin.
They key is that they're doing business on Main Street and online, but Hatfield admits the store is his passion and the site is his insurance.
Hatfield said, "A couple of months things get slow, the website will help pay the gas bill, the electric bill, or help pay someone's payroll."
He's been open in Broken Arrow for almost two years, but he's really part of a complex, global market.
Every store faces a challenge because customers can walk in to check their prices and then comparison shop on the internet.
Fortunately, there are still plenty of people, like John Southard, who enjoy visiting local stores.
Southard said, "They've got a pinion fire going outside. It's a really great experience. It's better than going to Home Depot or one of the malls."
Hatfield knows people have choices because Bass Pro Shop, Dick's Sporting Goods, Target and three Walmarts are nearby.
Hatfield said, "Those are big retailers that are within a three-mile radius. So, that's our challenge to stand out and be unique."
Even though every web vendor on earth is just a few clicks away, they think a diversified, human approach can compete in the long run.