Diane Petryna didn’t like what was happening in the retail outdoor adventure market in North America.
“Women’s clothing options weren’t readily available — we were directed to men’s clothing — and footwear options were limited.” Some might call Petryna a purist in her approach to the retail space. She wanted to fill a void in the market, helping women find quality products. She ran her stores by three codes: quality, connection, and kindness. For many years, that was enough to run a successful business.
Thunder Bay was changing, too. The once-vibrant south core of Fort William was getting left behind by the north core of Port Arthur. She moved with her customers to the Bay and Algoma shopping area — the trendy equivalent of Toronto’s Queen Street. It was also an opportunity to review the changing tastes of customers. Working with a business coach and marketer, Petryna rebranded part of her store as the Take 2 Boutique.
A side project she launched during the pandemic ultimately took Petryna in a completely new direction.
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