Tyler Johnsen and his mom Bonnie Johnsen
By Ed Avis
In 2016, when Bonnie and Erik Johnsen acquired The Costumer, a costume business in Schenectady, NY, they knew they were not just buying a store. They were buying nearly a century of history.
“We came in on year 99,” says Erik Johnsen. “The previous owner, Kathe Sheehan, was obviously very proud of the hundred-year anniversary that the business was approaching, and she was careful to make sure that we could be trusted to take custody as the new owners. When a company has been around for as long as The Costumer, you are more of custodian than an owner.”
Now after five years of ownership, the Johnsens have upgraded the business’ technology, and during the summer of 2021 will be creating a new e-commerce fulfillment center and relocating one of their stores.
“The pandemic has been brutal, but we’re coming out of it with a lot of excitement about the future,” Erik says.
Inspired by Their Son
The Costumer opened in 1917, when vaudeville entertainers regularly performed in Schenectady. The shop provided costumes to those entertainers when they were in town; famed actor Lillian Gish once stopped by when she had a wardrobe malfunction.
Dressing actors was still a major business for The Costumer when the Johnsens took over. Vaudeville was ancient history, of course, but scholastic theater was a growing niche, and the business occasionally provided costumes for professional actors in New York and Hollywood.
“We did not have a theater background,” Bonnie Johnsen explains. “But our younger son, Tyler was a quiet, reserved boy in elementary school and got into theater and came out of his shell. As theater parents we truly saw the mission of scholastic theater. Tyer just graduated from college with a dual degree in Theater and Business.”
Erik, who had a career in banking before becoming co-owner of The Costumer, confirms that their son’s interest in theater paved the way for their purchase of the business.
“As stage parents we had close to a decade of experience watching Tyler and his transformation,” Erik says. “So, when I was looking for a post corporate career business opportunity for the next chapter of my career and The Costumer became available, we pounced on it.”
Technology Updates
In Erik’s previous career he often used technology to improve operations. Logically, upgrading The Costumer’s technology has been high on his priority list since the acquisition.
For example, they upgraded their web ordering portal for theater directors. The Director’s Edge Web Portal allows directors to look at the costume plots on The Costumer website; set up their show’s character and cast assignments; and enter the actor’s measurements, all online.
“We also automated our calendars to display what is shipping out, what is coming in and what needs fast turnaround.” Erik says. “All of these changes have helped our efficiency and give us more time for the personal touch. The technology is freeing us to do much more of the personal customer service that we’re known for.”
New Location
Another big upgrade is just around the corner: This summer the Johnsens are relocating their Albany location to a new “Live/Work/Play” development in Schenectady called Mohawk Harbor. The store will be among several other entertainment-related businesses, including a casino, restaurants, and micro-breweries, as well as new condominiums.
The new location, which is 7,100 square feet, will handle the company’s retail sales of costumes, make-up, wigs, accessories, and dancewear. The company’s existing Schenectady location – which is just three minutes away from the new location – will house the company’s costume rental business. A new e-commerce fulfillment center is being added to that location, including a 7,000-square-foot warehouse expansion.
“Previously our e-commerce fulfillment was in our Albany location. Now we will have the e-commerce part right in our theater hub operation, which makes sense because there are a lot of synergies there,” Erik says. “It’s been a goal of mine to get these core operations under one roof for some time.”
Theater Returning
Faylo Kennedy works on a costume for Something Rotten
Based on orders that were coming in, The Costumer had expected 2020 to be a record year. Then COVID hit. Shows that had been under construction suddenly stopped and cancellations poured in. Like many other costume businesses, The Costumer furloughed staff and went into survival mode.
But now things are looking up again.
“It’s still not all there, but we expect to be back to normal in the fall,” Erik says. “We’re calling back employees as the rebirth is taking place.”
The business normally employs about 40 people during busy times, such as the spring musical season, Erik says. “We are eager to be in a position to recall staff and get back to normal.”
The Costumer outfits about 1,000 shows a year, most of them outside of their geographical area. Scholastic theater is their primary market, though they also do community theater, some commercials, movies and television. For example, Saturday Night Live called on The Costumer for Lion King costumes when they spoofed that musical, and the early Bud Light “Dilly Dilly” commercials featured period costumes from The Costumer.
Among the reasons The Costumer does so well with theater rentals is that they welcome custom requirements, such as very small or very large costumes. They can accommodate those types of requests – and design costumes from scratch – using their own in-house designers and seamstresses.
“Our head draper, Helen Porter, has been here over 30 years,” Bonnie says. “She worked on Broadway and has been hugely influential on our costume designs. We just did a bunch of new creations for ‘Something Rotten’ and she was the key person developing that show and all the intricate pieces that go with it.”
Another long-time employee is The Costumer’s General Manager, Brenda Kniskern. She has been with the company for 22 years. “We have a lot of long-standing, passionate employees who rally around the customer service portion of our business” Erik says. “The customer service is what differentiates us from competitors, and that only happens when you have the right team.”
With the skilled staff and other pieces in place, The Costumer is looking forward to success: “We believe we’ll have a rip-roaring Fall,” Erik says. “There is a lot of pent-up demand for the performing arts, so we expect to be incredibly busy once this extended intermission is over.”