Of all the unique and personalized shopping experiences that Winter Park offers, one longtime retail fixture boasts an eclectic style that would stand out in any city.
Orange Tree Antiques Mall, at 853 S. Orlando Ave., is in its third decade of stocking childhood memories and curious collectibles. But since the beginning of the year, the vendor-style concept has gained exposure and increased profits through a customer-focused rebranding, spearheaded by new owner, Richard Dunbar.
His association with Orange Tree began in 2020 when he signed on as a dealer. “I’ve always been a collector and figured it was time to get a booth,” Dunbar said. A former director at Burberry, he lost his job during the pandemic and his 23 years in retail was an asset in his new environment. When previous owner Sherrie Hershone approached him at the beginning of 2024 with thoughts of retirement and an offer to sell, Dunbar agreed. Once the transaction was complete, he began to consider some changes.
“The customer experience needed refreshing,” he said. “We have two kinds of customers: the ones who walk through the door and pay our rent and the internal customers; the dealers we have in the building. If they aren’t successful, the store isn’t going to be successful, and we close down.”
Dunbar believed the longevity of many dealers and employees simply created a rut, and the way out began with rebranding. More color was introduced around the shopping area and new signage and business cards were created. Dunbar enlisted the help of a local graphic designer to create stickers that were distributed and became a point of interest for first-time guests. With rebranding under way, more attention was paid to customer service and engagement.
“People come to shop, but they’re also coming for an experience, and the staff and dealers are part of that,” he said. “If (customers) see a unique item or something from childhood, it can start a conversation. That creates an experience.”
The conversation is elevated by the popularity of thrifting, where “vintage” clothing is sought over new fashion trends. TikTok videos and Instagram posts by thrifters have attracted a younger demographic that helped create buzz. “We have one vendor with 59,000 followers, so when he posts something, that potentially brings more foot traffic.”
According to Dunbar, changes have literally paid off as monthly sales have increased. “The store only did about $1 million in business last year and we’re trending to hit $1.25 million this year.” He expects double-digit increases to continue and has invested in upgraded internet, wireless credit card readers, and new accounting software to streamline operations.
The current wait list for booth space is about 18 months, but as the mall is sandwiched between two other businesses, expansion is not possible. To offer a more affordable start for aspiring sellers, 24 single-shelf units were each offered for minimal rent. “They can work on their own business,” Dunbar said. “See what sells, what doesn’t sell, and decide if this is something they really want to do before taking the next step and renting a booth at five or six times the price.” Dunbar plans to leverage his experience to help develop new dealers, and to increase sales for long-time sellers. “We all succeed here together.”
Orange Tree will reach the 30-year mark in 2025 and Dunbar looks forward to building on the new success of a vintage business. “An antique can be something from the 40s or the 90s,” he said. “It brings a diversity of customers and creates a special experience.”
