Joachim Stroink has left Halifax six times. The last time, he was on
top of a mountain when he had an epiphany that Halifax was where he
needed to be.
“The Trail Shop has been in business for 43 years,” he says. “I
bought it, going on year five.” The Trail Shop has just opened a new
location in Wolfville, offering the same collection of the best outdoor
apparel and equipment. “We’ve grown our business substantially in the
past five years, and I do believe that it’s the way we do business that
has made us independently successful.”
One of the things Stroink points out is how his business can appeal
to such a wide range of customers and ages. “My wife’s great-aunt has a
North Face jacket, she’s 92. We please the whole gamut, so everybody
feels comfortable here.”
Stroink attributes the shop’s success to service. “The Trail Shop
was always known for its service, but we grew and expanded on that,
going the extra mile. The flipside is we don’t do a ton of advertising,
but we do a phenomenal amount of community projects and involvement,
putting our face in the community. Big stores don’t do that, they
aren’t able to make the snap decisions—it has to go all the way
up the board.”
The Trail Shop keeps up with fellow indie Quinpool businesses
Cyclesmith and Aerobics First to discuss where they overlap, to the
point of cost-sharing on placing shipping orders, and using plastic
bags with all three logos on them.
Besides a community commitment—manifested in this summer’s
Great Canadian Backyard Campout, 120 people camping overnight in the
moat at Citadel Hill—Stroink also stresses environmental
awareness. His business card is plantable, laced with dill seed. “If
you use your imagination,” he says, “you can do whatever you want
here.”
Related Stories
Joachim Stroink’s Zwarte Piet problem
This article appears in Nov 19-25, 2009.
Just read the Chronicle Herald – Sunday Edition Jan 24/10 about the Trail Shop. Congratulations Joachim- you may not remember us- the couple from Truro NS that was venturing to New Zealand in 2000 but you went the “extra mile” for us to help restore our Walrus tent! You did such a good job that we ended up buying a new tent from you. At that time, we knew you would be a success and it sounds like you are well on your way. Congratulations!!
Steve and Sue Cook
Everyone else in the world has to work for what they have but when daddy buys you a business you can print your own money.
Another spoiled brat from the South End who never had to work for anything….