Apr 4, 2009

New Aptos store, Outside-In Kids, born of the recessionBy Jondi GumzMercuryNews.com

Aptos — Sure, there’s a recession, but locally owned business are adapting to survive.

Take, for example, John and Jerri Hammond, owners of Outside-In Home in the Aptos Center.

When they saw the recession bite into sales at their sister store, Outside-In Kitchen, after 13 years, they came up with a creative solution. They put the most popular kitchen items back in their home decor store and moved the children’s section from the home decor store in the kitchen store, expanding the selection of gifts, toys and books to suit kids up to age 10.

“Even when people tighten their belts, they’re still willing to spend money on kids,” said Kendra Burkett, manager of the new store, Outside-In Kids. “We carry unique quality items that you can’t find at stores like Toys ‘R’ Us.”

A grand opening, with cupcakes, lemonade and discounted prices, will take place from 10 a.m. to 6 p.m. today at 7560 Soquel Drive.

The Hammonds, who opened Outside-In in 1996, seek out small companies, independent factories and out-of-the-way flea markets looking for unusual merchandise. The selection includes wallpaper, party invitations, bibs, bowls, placemats, lunch sacks, stuffed animals and Putumayo world music CDs.

The ambiance is casual and colorful, with a 3-D metallic multicolor flower made in Brazil set against a turquoise wall, a Red Baron airplane floating in the air and alligator, monkey and giraffe wallpaper.

“You walk in and it just makes you smile,” said Christine Riccabona, mother of a 10-year-old boy and 5-year-old twins.

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