Rikochet Resale & Boomerang Kids

At Boomerang Kids stores, you can buy the best quality clothes, toys and equipment at the most affordable prices. You put money back in your wallet by helping the planet through reuse and recycling. You can participate in free fitness and wellness activities with your friends - and make new community connections. And, you can help your community by donating children's items to families in need.

Boomerang Kids is all about making it easy to make smart choices.

Krista Thompson, and Genevieve Bonin took ownership of Boomerang Kids in 2007. The business had been in operation since 1994 with two locations, it's flapship location in Ottawa South and it's more recent location in Westboro.

By March of 2008, the ladies added a new partner to the equation, Heather Meek, and the ladies soon after added two new locations in Orleans and Kanata.

The plan has always been to create a franchise operation that could be expanded outside of Ottawa. The introduction of Rikochet Resale in June of 2009 is a strategic part of that plan. By capitalizing on their experience in setting up the operational model for resale clothing, they were able to add a new market dimension with Rikochet and capitalize on their expertise. This additional market focus then broadens their franchise offering which is part of their overall vision for expansion and growth.

Rikochet Resale is a Manhattan-style resale fashion boutique focused on the man and woman who like to dress in “fashion now” premium brands for half the price of retail. Rikochet pays cash for stylish fashion items like clothes, bags, shoes and jewellery. Bargain hunters and treasure hunters alike will find one of a kind fashion items from all over the globe.

The partners jumped into this market because they wanted to create something and grow a business and they felt they had the right set of skills to effectively work together. Because there were all busy mothers who had shopped and used Boomerang for years, they were sold on the value of the business model. They wanted to take the opportunity to take the business to the next level.

The Changing Landscape

Since taking ownership and expanding the business, the economy has taken a huge hit which has fed the need for their business. Although there have been new competitors in the market, Boomerang has a very solid customer base that is very committed to them. Rikochet also does not feel threatened by competition because so many of their customers are looking for unique items so in most cases they are checking out all the competition in the neighborhood. The upscale resale market seems to be clustering in the Westboro neighborhood these days.

Similarities and Differences of Their Markets

Boomerang Kids
Geographic - 4 locations in Ottawa
Demographic - New mothers and mother's of younger families
Psychographic - Looking for a deal, green focus, community minded
Benefits Sought - Cash for clothing, trading vs. buying, convenience (can also buy gifts and some of the latest new trend items for young children)
Usage - regulars, seasonals

Rikochet Resale
Geographic - Westboro
Demographic - 16 -35 yrs and 35-55 yrs
Psychographic - Bargain Hunters (looking for the deal) and Treasure Hunters (looking for something unique)
Benefits Sought - low prices, fashion focused experience, brand names
Usage - regulars and occasionals

Note that both businesses have two very different target markets but note that there are definitely other segments that they are selling to. For examples younger girls at Rikochet and grandparents at Boomerang.

Insights from the Interview

My favorite quote from my interview with Krista was "I have the best life". Krista is creating and growing a business which is her passion but she's also a mother of three kids so she understand the market. She's contributing to her community which is important to her and working with great people. Although the development of Boomerang Kids and Rikochet has been challenging (which she loves) she has also had flexibility to be with her family. I'd say that is a pretty nice life.


A Few Words of Advice from Co-owner, Krista Thompson