Retailing's Entrepreneurs Of The Year

Making the shift from selling jeans to selling jelly beans isn't exactly easy. But Joel Rosenberg, president of Candy Express, has managed it.

A third generation retailer, Rosenberg and brothers David and Michael had managed Cedar Post, a clothing chain in suburban Washington, D.C., for some 20 years.

Candy is a big change.

"It was an accident. My brother and I were in Baltimore looking for a location for our next store," Rosenberg explains. The center's leasing agent mentioned a nearby candy store's sales per square foot. When Rosenberg looked around he realized, "this was a lot easier." Further investigation into the candy industry led him to think that he could do something different.

"We wanted to create a self-serve atmosphere that was fun, because candy should be fun," he says.

The Rosenbergs created a format of self-service bins that allow the customer to browse at will. Stores are approximately 1,000 sq. ft.

The first Candy Express opened in 1988, and the brothers quickly sold the clothing chain.

The firm immediately began franchising the concept, and provides each of its franchisees with a substantial amount of support. Each new owner spends three weeks in training, the first at staff headquarters, followed by a week at an established store. The final week is spent in the new store. A 500-page operations manual covers all aspects of the business.

In a recession-ridden time, candy is one indulgence most people can afford, Rosenberg says. Candy Express sells a variety of hard candies and chocolates, including both relatively inexpensive treats and higher-end imported goods. For the diet conscious, the stores have a substantial selection of low-calorie and sugar-free candies.

Two of the chain's 35 stores are company-owned stores.

"Now that the franchise stores are solid, we plan to open more. Between company-owned and franchise stores, we hope to open 50 each year," Rosenberg says.

Rosenberg counts on Candy Express becoming more than a regional chain. He plans to expand to every regional mall in the country.

"When you're selling candy, everyone is a potential customer," he says.

Joel Rosenberg President Candy Express Silver Spring, MD Annual sales: $10 million (1992 est.) Annual profits: $2 million (1991 est.) Type of business: Franchised candy stores Number of stores: 35 Areas of operation: Southeastern U.S., Michigan, Pennsylvania and Canada

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