Retail News

Totokaelo by the Numbers

What to know about the new store in the heart of Capitol Hill.

By Laura Cassidy June 1, 2012


Downsizing? That’s not Jill Wenger’s style. A little over a year ago, we broke the news that the owner of Totokaelo was vacating her space, in favor of bigger one and adding art, interiors, furniture, and more to her offerings.

A few weeks ago, it became real.

Check out the math on the new Totokaelo, and then click through the slideshow to find out more about Oddfellows’ new neighbor.

-Square footage at the former Western Ave location: 1050

-Square footage at the new 10th Ave shop: 7000

Number of dressing rooms at old location: Two

-Number of dressing rooms now: Four

-Number of new jobs created because of the new space: Six

-Number of additional hours per week the shop is open: Seven

-Number of Totokaelo-owned computers before the new store: Ten

-Additional equipment purchased: Three iPads and two iPods

-Average number of shoe pairs displayed at former location: 70

-Average number at the new location: 110

-Number of cases used to display jewelry at former location: 13

-Number of cases used to display jewelry at the new spot: 24

-Number of lighting options for sale at the former shop: Zero

-Number of lighting options offered within the newly expanded concept: 29

-Percent of Totokaelo customers who live in New York: 80

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