Resale shop focuses on upscale products for kids

For a proprietor of a small clothing shop, it would be understandable if Christina Ammentorp felt intimidated about operating in the shadow of a big-box department store. The owner of Once Upon a Child of Brookfield, however, welcomes the company and says the cost contrast between the two has been good for her business.

"We're located in the same shopping plaza in Brookfield as Kohl's," said Ammentorp, who purchased her franchise store in 2006. "Oftentimes, customers will shop there, see us on the way out and realize they've overpaid and either return the items they just purchased and come to our store, or just come into our store and re-sell them to us."

About 85 percent of the name brand children's apparel, baby equipment and furniture, books and toys that her "upscale resale shop" stocks are gently used items, she said.

Despite high purchasing standards, she said the store is never at a loss for quality, fashionable inventory.

"Once Upon a Child Brookfield is very selective in what we buy," Ammentorp said. "Merchandise has to be stylish and in almost-new condition, and yet we always receive a steady flow of items. One reason is that, unlike consignment stores, we buy outright, so customers don't have to wait for their goods to sell before they get paid."

The business model - coupled with the store's personalized customer service and organized, color-coded layout - has Once Upon a Child Brookfield poised to cap its most lucrative year to date, she said.

"We're a very family-oriented store and have fun making one-on-one connections with the first-time mother or first-time grandmother," said Ammentorp, who started the business with her daughter, Holly. "I really enjoy it when I overhear a customer calling someone and saying, 'You won't believe what I've found!' because I know that means we're providing quality merchandise at a value price."

For information about Once Upon a Child of Brookfield, log on to OnceUponAChildBrookfield.com.

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JUST THE FACTS

BUSINESS: Once Upon a Child of Brookfield

ADDRESS: 2405 N. 124th St.

PHONE: (262) 782-5437

OWNER: Christina Ammentorp

INCORPORATED: 2006

TYPE OF BUSINESS: children's resale store

PEARLS OF WISDOM: "Customer service is No. 1."