A Case Study on Strategic Store Closing

Jeff Gordon
Apr 22, 2022

Watch Our Case Study Video Below To Hear Directly from the Koll’s!

Charles Koll jewellers had its origin in South Africa and has been serving the fine jewelry needs of the greater San Diego community since 1961. Custom design and hand fabrication are not just part of what they do; it is what they do. Located for years in the Fashion Valley Mall in San Diego, it was time to move the business to an expansive, free-standing building in nearby Sorrento Valley.

The Koll family used this store closing as an opportunity to run a major sale with The Gordon Company to eliminate aged and underperforming inventory and to be able to start fresh in the new location. It was also a way to raise the cash necessary to fund both the move and buildout of the new space and to launch its major reopening.

According to owner, Malcolm Koll, “We chose The Gordon Company based on their vast experience in the field and on the referrals we received from other jewelers who had run sales with them. We were told they would uphold our long-term values and pristine image, and that’s exactly what The Gordon Company did.”

This Store Closing sale event was a huge success: 

• Total sales were two times the original projection and 4.55 times greater than the same period the year before. 

• 64% of the Koll family’s original cost inventory was sold during the sale while also achieving healthy, above-expected margins. 

The average daily sales ticket increased 2.37 times during the sale. 

• Nearly 4,000 people came through the door during the 81-day sale with 2,093 total tickets written. 

• Over a year’s worth of business was done in only 11 weeks. If you are considering a store closing, relocation, renovation, or any other strategic sale event, contact us for advice and a free, no-obligation consultation. We look forward to serving you. 

“The Gordon Company provided us with two quality people who managed and supervised the entire sale process. I’ve never worked with people who put in the kind of effort that they did every day. This was a strong reason why wwere so successful.” – Malcolm Koll


Jeff Gordon, CEO