In it for the long term

S.M. Bradford Co. opens upscale store in Whitefish

Kay and Clayton Emmert looked seven years for a place to settle down in the Rocky Mountains.

Amid a jumble of fabricated towns, nothing felt authentic. They were used to their home base in Hilton Head, S.C., and knew exactly what they wanted a little mountain spot that was still a hometown.

Traveling from Colorado ski resort to Colorado ski resort in the late 1980s and early 1990s, the Emmerts looked in vain for a place that said home.

Then we saw a lot in Bigfork, and in 24 hours wed bought it, Kay said.

Not long after, they remodeled a shop just across the street from Showthyme restaurant on Bigforks Electric Avenue and opened S.M. Bradford Co., the first Montana location for their upscale clothing, furniture and lifestyle stores.

That was 13 or 14 years ago.

Now on Nov. 14, just in time for this seasons influx of winter visitors and shoppers in the picturesque Christmas village, they opened a second store in Whitefish. The striking building, built by Gerald and Mark Brevik of Bigfork, features their hand-cut and hand-chiseled post-and-beam construction out front, hammer-beam sections in the upper reaches inside, and dozens of other handcrafted details from roof to door runner.

The top-drawer building is a sizable investment, but Whitefishs cachet as an upscale ski-resort town and the Emmerts business acumen hold promise of making it work.

In a sense, the Emmerts are living a dream come true ever since Clayton, a former banker and manufacturer, sold his business and retired when he was 35.

Within six months we knew retirement wasnt for us, Clayton said.

Looking for something they could do together, they opened a small shop in Northern Pines, N.C. Deciding to name it for their two children, Stephanie Michele and Bradford, they called the 1,000-square-foot shop S.M. Bradford Co. As the children grew, they became more involved with the company.

Three other stores in Hilton Head bear the S.M. Bradford Co. name and two more of their stores are called Currents. With the move to Whitefish at 5,000 square feet, their largest location they expanded the family companys holdings to seven stores.

Today, Bradford has taken particular interest in the technical and operations end, Kay does 98 percent of the buying and Clayton rides herd on the financial decisions.

With 26 years in the business and an expansion into Montana, the Emmerts have established a pattern of making moves very much directed by their tastes, not drawn by commercial centers.

We like real, authentic downtowns to the core, Kay said. Thats why we went to Bigfork and Whitefish We love seeing the hardware store downtown. It would be great if the car dealer were still here.

You cant recreate that, Clayton added. You either have it and have maintained it, or youve lost it forever Thats what Whitefish is, its a real town.

They sense that its merchants and citizens understand that.

You let it be what it is, Kay said. You dont try to say Im going to make it pretty by bringing in stuff You want authenticity and you want quality.

Because they followed that ethic to the Flathead, Clayton said, the business followed us, we didnt follow the business.

They have hired seven full- and part-time employees who help keep the atmosphere relaxed, warm and welcoming in the Whitefish store.

The stores decor is accented with handcrafted chandeliers made from fallow deer antlers and elk antlers, handmade burl-wood display tables, and leather chairs handmade in Texas. And while its filled with pricey clothing, accessories and home furnishings, theres definitely a price niche for the low- to moderate budgets.

Quarried stone forms the front flower beds and the bases for support beams. Old railroad trestles were used for the timber forming the entry on Whitefishs Central Avenue and theres rugged hardwood flooring just inside the door.

Its important to us to not use synthetics, to use natural elements, Kay said. Our purpose is to truly enhance peoples lives.

That philosophy fits with their target market.

Its a taste level and its definitely not an age, Clayton said. That taste comes in appreciating quality and individual looks We have inexpensive to expensive [merchandise[ and everything has its value.

What about future prospects for S.M. Bradford Co. in the Flathead?

I boil it down to three things, Clayton said. Location and look, personnel and unique merchandise.

If another merchants comment can be a measure of success, theyre succeeding. This looks like a place I could hang out, Clayton recounted the merchants comment.

They started the Whitefish store plans a couple of years ago when the real estate market still was soaring. Construction began in fall 2007 before the construction boom started its gradual decline here. Its definitely the most expensive building around, the couple admits. But they dont regret it and arent worried about recouping their hefty investment at a time when people are clinging more tightly to their pocketbooks.

Its really more a faith and belief in Whitefish and whats happening, Clayton said. We loved the town and were in it for the long term.

Reporter Nancy Kimball can be reached at 758-4483 or by e-mail at nkimball@dailyinterlake.com