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Article about Downstairs Records from Billboard MagazineJuly 9, 1979N.Y. Retailer Relies on Specialization - Downstairs Records is a nine year old retail shop with two locations in subway stations in midtown Manhattan which specializes in disco and oldies. And business is booming, reports owner Nick deKrechewo, because the store has chosen to specialize in these two areas while competition between major dealers here escalates to staggering heights and the smaller operations struggle for survival, victims of intense price wars. Downstairs Records locations are 33rd St.. & 7th Ave. beneath the Statler Hilton hotel and at 1026 Sixth Ave. The store relies heavily on mail order sales to discos and DJ's across the country as well as to retail customers looking for hard to find items. According to Mr. deKrechewo when the store was opened with the capital outlay of about $10,000 in 1970 there was the realization that the tight budget and less than prime location negated any attempts to compete with the giants on their on turf. Today, as the 27 year old executive explains, who find Downstairs Records are the ones who really need it services. Without a doubt this is a sizable clientele, for the shop not only double its original space it also opened its second store run by Boris deKrechewo. The original facility is also up to an inventory of 300,000 in records, all fully paid for. Downstairs Records was the first retail outlet in the city to recognize the potential of disco music, and to provide a special section for its display. Today disco accounts for 50% of all record sales at the store. More recently the company began specializing in disco imports which are big in the clubs but largely unavailable at the retail level. At present hard to find imports account for 20% of all Downstairs Records sales. Acutely aware of the competition that would encroach on his territory. Mr. deKrechewo cannot risk relaxing his vigilance on market trends, or ignoring the needs of his customers. To ensure that his store is several jumps ahead of anything that is new, or any trends that may be developing, he has retained a staff of experts in the field of music he covers. They include David Rodriquez, a disco DJ whom he describes as his right hand assistant. Lisa Hazel an expert in disco music who also handles much of the mail order business. Barry Terry and Warren Tesoro, formerly of the Gary Toms Empire, who are oldies experts. The store also stocks what Mr. deKrechewo describes as the largest selection of oldies and country singles in the city. Downstairs Records carries an inventory of 170,000 titles representing about 1,000,000 records. The vast majority of these are 7" vinyl singles. Mr. deKrechewo is confident that 12" disco records will never replace conventional 7" singles. He states that although the 12 inchers enjoy popularity because of their length and fidelity, they are causing confusion by the lack of standardization. Mr. deKrechewo states that customers grumble because they cannot stack the 12 inchers because of their varying speeds. He also lambasts the 12 inchers as being too expensive, difficult to store, and representing vinyl waste in an era when emphasis is on conservation. He also states that unlike 18 months ago when they were first introduced, the quality of the 12 inch disk has dropped and (a lot of garbage) is being released in this format. As part of the strategy to maintain longevity through service, Downstairs Records functions as a consulting and programming service for DJs who are either too busy or too inexperienced to stay on top of all that is new in disco. The store advises, suggests, and complies entire programs for disco DJs at no additional costs to them. They also offer special discounts and 100% returnable warranty on all products. In spite of this offer the return rate has remained at around 3% with only a handful of buyers abusing it. The store has also released its first disco single on it 's newly established Downstairs Records label on an experimental basis. The first release is a British import, "For the Love of Money", by the Disco Dub band. The record is on yellow vinyl because, Mr. deKrechewo explains, multicolored vinyl appears to provide a substantial incentive for impulse buyers.
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