chicagotribune.com

Shopping around: General store

promotes Made in U.S.A

Barrington proprietor does her part of the U.S. jobs        

situation by stocking only American-made goods

By Sandra M. Jones, Tribune Reporter                                                             

9:56 PM CDT, September 27, 2010

Deborah Leydig is in search of a can opener manufactured in the U.S.

The artist-turned-merchant had been stocking the iconic Swing-A-Way can opener but had to stop this year when production moved overseas.

Some retailers focus on eco-friendly products. Others stock only fair-trade goods. Leydig's passion is jobs. She is banking that shoppers will find helping Americans stay employed just as appealing as saving the environment or helping Third World artisans earn a fair wage.

So in 2007, Leydig bought and restored an old red barn in bucolic Barrington, filling it exclusively with merchandise made in America. The outpost, called Norton's U.S.A., is modeled after a rural general store and carries about 300 vendors including Holgate Toys, Anchor Hocking glassware and Meyer's cleaning products. This month, she expanded online at nortonsusa.com.

The seed for the store began in 2003 when Leydig appeared in the Steppenwolf Theatre Company's Upstairs Theatre production of "Nickel and Dimed." The play explores whether anyone can survive on minimum wage.

The story startled Leydig. And she began compiling a list of products that were made in America. "I knew it had been bad, but didn't realize how much we outsourced everything," she said.

Leydig is convinced that the economic downturn is reviving an interest in supporting U.S. workers. Her hope is that her store can save some jobs by doing "something that is tangible."

smjones@tribune.com

Copyright © 2010, Chicago Tribune

 

Patriot Act

An Illinois shop gives new meaning to America the beautiful with an eclectic mix of domestically made goods.
By Lynn Petrak
May/June Issue 2011

Norton’s U.S.A. is as American as apple pie—or, to be more specific, the jars of homemade applesauce that line one of its shelves.

Located in the enclave of Barrington, Illinois, a scenic suburb northwest of Chicago, this shop is decidedly all-American. For one thing, the business is housed in a circa-1920 barn that’s been painted bright red to stand out along the streetscape. A chalkboard sign posted outside the front door often heralds right-from-the-farm offerings such as fresh eggs and honey and, in season, locally grown produce at its peak.

Inside, Norton’s U.S.A. does, in fact, resemble an old-fashioned general store. The original posts and beams of the barn lend a quaint and authentic backdrop to merchandise that includes penny candy, jarred foods, jewelry, home accents, assorted small gifts, greeting cards, children’s toys and kitchenware, among other items. But, one small touch makes Norton’s U.S.A. different from other old-fashioned general stores. Here, every single bit of merchandise is made in the United States by American entrepreneurs and artisans.

RT OwnerDeborah Leydig, who not only owns the shop but personally picks out every piece of inventory, decided to open the shop nearly four years ago after learning how the availability of domestically made products has been steadily and dramatically dwindling.

“I knew many things had gone off-shore, but I didn’t realize to what extent that was happening in our nation’s business model. I had to do something positive to help American businesses and workers,” recalls Leydig, a self-described Renaissance woman who also is a professional actress with a background in fashion design and graphic design.

“I had never even worked retail,” Leydig acknowledges. But that didn’t stop her from finding the building—one she long had her eye on—naming it after her beloved dog, Norton, and setting to work to learn the ropes of the business. Now, she is a successful storeowner with a staff of one full-time employee and three part-time employees.

Comforts of Home-Grown

As it turns out, there is a definite interest in supporting American-made products and producers. “It’s a feel-good thing,” says Leydig, who reports that patrons of all ages appreciate the store’s mission and merchandise, from students stopping by after school to moms with young children to retirees. Beyond merely surviving the turbulent economic times, Norton’s U.S.A. is garnering loyalty throughout the Chicago area and into neighboring states, she says.

Highlighting such loyalty, Leydig shares the story of the day a customer who was upset about a personal matter came into the shop: “She said, ‘I wanted to feel better and go to Norton’s because it’s like coming home.’ ” RT Outside

That type of feedback is what propels Leydig to search out items that are not only made in the United States, but made well. Indeed, in addition to evoking positive feelings about helping fellow Americans, Leydig says customers quickly realize that the quality of the products is top notch. “You just feel like things are stronger, and they truly are,” she remarks. “And when you walk into the store, you don’t smell plastic.”

To that point, anyone who walks into Norton’s will discover an intentionally wide variety of merchandise, from soup to nuts. “We have soup, and we have nuts,” agrees Leydig with a laugh. In the various displays set on shelves and on antique cabinets, hutches and furnishings, shoppers can find all sorts of items for their home, their friends and families, and themselves. The store is divided by areas of interest, with sections for food, kitchen items, children’s products, clothing, home decor, cards and gift wrap, and jewelry/personal accents.

At a time when so many products are made and assembled overseas, Leydig says she finds vendors through gift shows in the Midwest, personal contacts and the Internet. It can be challenging to carry U.S.-made products in some categories, such as housewares, she admits. “I have found more things, but not the toaster, coffeepot or blender I needed,” she reports. Complicating the matter is the fact that some products are assembled in the United States, but not completely manufactured here.

RT PieSome items on display at Norton’s U.S.A. are truly local, made by artists and crafters within a several-mile radius of the store. Leydig’s own artistic talents are on display, through the hand-screened wrapping paper she makes in-house. Supporting local agriculture is also important to Leydig, who carries a variety of farm-fresh products throughout the year.

Because of the local and entrepreneurial nature of the products she sells, Leydig typically shares information on how items were produced and by whom. “We do have a history behind every product and like to tell our customers the story without bombarding them with it,” she explains.

Marketing to Make a Difference

To engage staunch customers and attract new ones, Leydig is an active part of the community. She participates in village-wide events with other merchants, and says that the collaborative spirit among storeowners and town leaders has been beneficial for all parties. Marketing her shop is another focus for Leydig, who points out, “You are only as good as your sales for the day.”

Among other marketing efforts, Leydig has invested in radio ads and participated in coupon offers. In addition, Norton’s U.S.A. hosts a series of events throughout the year, from a plant exchange in the spring to an antique garage sale and sidewalk sale over the summer to special holiday promotions.

Right now, she’s working on a cookbook to sell in the store, which will include recipes from customers. As the fourth anniversary of the shop approaches this summer, Leydig says that while sourcing goods completely made in the United States has been challenging at times, the store has been a mutually supportive endeavor. “My business model was ‘I’m going to open a store’. I’m thrilled at where I am. I’m thankful for my employees, and it’s been an unbelievable sense of community with our customers,” she declares.

5 Fun Questions

What’s the first thing you do when you enter your store in the morning?

RT Clothes

“We decide what will be tasted that day and put that out. We also change the chalkboard that hangs outside to tell our customers what’s going on in the store that day.”

What’s your most unusual display piece or prop?
“I went in my woods and cut down a small (junk) tree so I could display our bird feeders and houses on a tree in the store! My mother couldn’t believe that I did that and put it on the roof of my car to bring into the store.”

What’s the most unusual sale you’ve ever had?
“I just sold some glow-in-the-dark glitter nail polish to a man who was going to put it on his gun sight so he could see it in the dark.”

What one item were you unsure of when you ordered, but then it sold much better than expected?
“Our purses made from cargo pocket pants.”

What fun things do you do for your employees?
“I am taking them to the Barrington Area Chamber Fashion Show. It’s a lovely lunch, fashion show, and it’s all about employee appreciation!”

Lynn Petrak is a freelance writer based in La Grange, Illinois.
   
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Capitalizing on The New Reality

For years, U.S. manufacturers chose to move their operations overseas, taking with them local and national revenue and thousands of American jobs. With the U.S. recession of 2007 still being felt today, many U.S. manufacturers have changed their manufacturing and supply strategies, with some contemplating moving their operations back home. In addition, there are a number of businesses that have chosen to take on the recession by opening up brand new businesses touting “MADE IN AMERICA.”

One such business in Barrington did just that. Barrington Hills resident Deborah Leydig opened the doors of Norton’s U.S.A., A Uniquely American General Store on June 13, 2007, after realizing the tolls of offshore manufacturing. “I’ve always wanted to open a store,” she said, “but it wasn’t until I realized how many of our companies have offshored their manufacturing that I decided to open a store to highlight the companies that have stayed in America.”

She continued, stating, “I believe every country should make things. That is the backbone of all economies, and since we have started offshoring manufacturing, our people have suffered. We need those jobs that American manufacturing brings. When you shop at Norton’s, you really do help America keep working.”

Norton’s became a reality after Leydig found that her favorite local building, a 1920’s livery barn, was up for sale. “When I saw the building was up for sale, I decided it was the right time,” she said. After six months of updates, Norton’s U.S.A – named for Leydig’s dog – opened for business.

This all-American general store, easily seen from the street due to its bright red facade, is lined with a varied assortment of American-made products, which are lovingly displayed on shelves and restored antique furnishings. The selection is truly a mixed bag, with everything from jarred foods, jewelry and home accents to toys, tools and clothes – and so much more. Uniquely, Leydig hand-picks every item seen in the store. She scours vendors at a number of Midwest gift shows, while also doing her own Internet research to find products wholly made in the U.S.

Complementing the wares manufactured across the country, the charming store features items made by artists and crafters right in the community. Leydig even shows off her crafty side by displaying the hand-screened wrapping paper she makes in-house. Local agriculture is also a big part of Norton’s list of items. A wide variety of seasonal products, including honey and eggs, are available at the store year-round.

The presence of Norton’s U.S.A. not only benefits the American manufacturers and artisans displayed here, but, by buying local, the shop greatly benefits the Barrington area community. “When people spend their money locally, the money goes right back into their town. It’s a win, win for everyone,” explained Leydig. “Today, people are realizing how important it is to spend money in town. The schools, public works and the residents themselves are all way better off because the money flows back to them in so many ways.”

Norton’s U.S.A. recently celebrated its 4th anniversary in June 2011 with a week of fun events and money-saving opportunities. Leydig regularly participates in community affairs and hosts various events at the store, such as tastings, plant exchanges, an antique garage sale and a summer sidewalk sale. “We do lots of events, always try to have fun, continue to carry quality products and give the best customer service we possibly can,” she said. “I’ve been open four years and I never realized what a lovely community my store would become.”

Leydig is currently working on putting together the Norton’s U.S.A. Customer Cookbook, featuring delicious recipes straight from the store’s loyal customers. “We have wonderful customers and we work really hard for them.”

Drop in Norton’s U.S.A., located at 400 Lageschulte Street in Barrington, Tuesdays through Saturdays, and Sundays during the holidays, or check out the more than 1,600 items for sale online at www.nortonsusa.com.






Check out the July/August Issue of MIDWEST LIVING! They did a nice section on Norton's U.S.A. in "Out & About" page 12!! 

365 BARRINGTON.com

Be Proud to BUY American at Norton’s U.S.A.

by Liz Luby Chepell - REALTOR - The Luby Group/Coldwell Banker on June 14, 2011

It’s Flag Day, the stars and stripes are flying in Barrington and one local business is celebrating

four years of supporting workers who make goods right here in America. If you’ve never stopped

by Norton’s U.S.A. onLageschulte Street, you’re in for a pleasant surprise and this is a great week

to visit! The old fashioned general storeis celebrating their fourth anniversary in business this week

by hosting a BINGO NIGHT and OUTDOOR MOVIE NIGHT, along with five days of specials, starting today. 

Drop by and you’ll even get to meet the store’s proprietor, Deborah Leydig.

She’s a professional actress with a passion for all things American.

Shop American at Norton's U.S.A. in Barrington, Illinois

Norton's U.S.A. General Store Proprietor, Deborah Leydig

When you step inside Norton’s, it feels like you’ve stepped back in time.  The rural retailer’s digs are

down home. The building was originally a livery barn, dating back to the early 1900′s.  Deborah

bought the property in 2006 when it was The Workshop of Barrington, the business of a local furniture maker. 

They refurbished the building, painted it red and opened for business in June of 2007.

You can’t help but feel curious when you walk through Norton’s doors, as you soak up the wide open space filled

with rustic displays of papers, goods and a surprising selection of American-made sundries.  You’ll find garbage cans,

fudge, homemade sweaters, toys, cast iron frying pans, purses, blankets, Kit Kat clocks, wrapping paper, garden goods,

cleaning supplies, a great selection of American flags and even pink flamingos!  In short, if you need a unique gift for

anyone in your life, you’ll find it here.  When I recently purchased a little red barn for my one-year-old son,

I left the shop feeling like I’d done a good deed.

Deborah Leydig says her business was inspired, in part, while researching a role she played at

Chicago’s Steppenwolf Theater in 2003. She was cast as Barbara Ehrenreich in the stage adaptation of her book,

Nickel and Dimed.  The book is about the underappreciation of America’s low-wage workers who have been

losing their jobs as companies offshore the manufacture of their products. “It was the biggest pain in my heart

when they took the Radio Flyer red wagon from Chicago to China.  I thought, how could they do that?” 

She opened Norton’s U.S.A. in Barrington to provide a service within our community and support the larger movement to buy American.

Norton's U.S.A. in Barrington Celebrates Four Year Anniversary

365: How do you believe your business is making a positive difference for our country?

Deborah: We’re creating awareness of how important it is to buy American and to have a place where you can buy American.

Since I opened 4 years ago, more and more people are checking labels and looking at packaging to see where it is made

and they are making different choices. When they can, more and more people are buying products made in the USA.

When you buy American, you keep Americans working and when Americans are working, our country is better off

because they in turn have purchasing power.

365: What do you love most about your business and what you do?

Deborah: I love all my customers and making them happy. We have such a wonderful sense of community at Norton’s.

It was a very unexpected surprise.

Four Year Anniversary of Norton's U.S.A. in Barrington, Illinois

365: What are your hottest sellers? Is there anything that flies off store shelves?

Deborah: Our star shaped “Twinkle Babies” are the most consistent hot seller. They are the perfect gift for a baby.

We also sell new things that come in because we get so excited about them. New things arrive all the time,

so there is always something new to look at.

365: What are your future plans for Nortons? Do you hope to expand and open another shop one day?

Deborah: We opened our web store a year ago and we have over 1500 products on line. That was huge and

we do it all in house. People around the country thank me for doing this because they want to buy American

products and they don’t know where to find them.  I have been able to put them all in one place.  I have had quite

a few people ask about franchising, but we will see.

365: Why do you believe Barrington is a great place to do business?

Deborah: The support from the Village, the Chamber of Commerce, the other merchants and, of course, the customers.

It’s like the perfect storm! Running a store is a ton of work, I just know that if I ever got in trouble, like a flood or a fire or

something, everyone would come to help and that is an amazing feeling.

Deborah knows Barrington well.  She and her husband have lived and raised two kids here for the past 17 years.

And she’s the kind of person who gives her time and gets involved.  This is Deborah’s first year on the board of the

Barrington Chamber of Commerce and she just baked 500 cupcakes out of her own home for last weekend’s

American Cancer Society Relay for Life right here in Barrington.  She’s as busy as can be, her business is up

33% over last year and she’s sincerely passionate about what she does.  On top of selling American goods,

she’s created a grass roots organization called Bring One Home.  “I’m trying to encourage big companies

that have taken products offshore to bring one product back home, make it in America and they will see that people will buy it.” 

You can help the cause AND celebrate Norton’s anniversary this week.  Here’s their schedule of anniversary

specials they’re offering this week – just in time for Father’s Day!!!

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