bfearless introduces a bold new take on home decor
bfearless at home is the name of the addition to the bfearless brand. Filled with cutting edge home decor pieces, it adds to the growing list of bfearless’ clothing and home decor line. The store celebrated a grand opening on June 30.
When Tanya Schlabach created bfearless years ago, one thing she was adamant about was she wanted to be a company that was willing to take chances, to be different, to be creative and to be fearless.
Recently, her company took a bold new step in removing The Peddler, a store many people enjoyed visiting, and expanding the capabilities and direction of bfearless.
On Friday, June 30, Schlabach and her team welcomed visitors to their expanded bfearless store during a grand opening, introducing their new addition, bfearless at home. Along with the new store, there is a breezeway and office area and an outdoor patio that tie together bfearless and bfearless at home, the newly designed section of the building that is now home to modern home décor.
“When we invested in this project, the one thing we didn’t want to shy away from was being different and unique in what we were presenting,” Schlabach said. “We’ve always held the belief that we need to be bold and exciting, and we don’t want to be afraid to invite something unique and new into our area. We wanted to bring in something fresh.”
She believes she has done that with the new look.
While clothing, art and home décor are central, one thing Schlabach wanted to increase was her team’s ability to promote the store on social media. In doing that, they invested in a design area and a photo studio where they can shoot video, stock photos of their products, and quickly get them online and spread them throughout their bevy of social media sites.
“It’s going to give us such a bigger online presence,” Schlabach said. “Our ability to get product photographed and online in a professional manner was important to what we wanted to do.”
Schlabach’s husband and co-owner Dave Schlabach said while The Peddler served them well, it wasn’t the type of clientele they wanted to attract, and they felt a desire to tie all of the stores together under one brand — the bfearless brand.
“We felt our area needed something that would cater to a younger generation because we’re seeing more and more of that generation coming to our area,” Dave Schlabach said. “Tanya has been the driving force in making sure we’re able to meet their needs.”
He said the store has a Columbus-like appeal to it, and while shopping for clothing and home décor may be viewed as something most men wouldn’t do, they have catered to the men by providing TVs that feature sports channels and even a putting area where people can go practice their golf game while other members of their party do the shopping.
He said the courtyard also is designed for community events, where they can support bridal showers or music evenings on the patio. Eventually, bfearless will add a café.
Tanya Schlabach said with a staff that is talented and dedicated to the store’s vision, the Schlabachs’ desire to create a big-city appeal in rural Amish Country, they have been able to amp up the store’s online visibility while continuing to provide something unique for local shoppers.
“Our management team is incredible,” Tanya Schlabach said. “It’s tough to do something like this if you don’t have the right people in place who are passionate and capture the vision of what you want to accomplish. We are blessed to have that.”