Richardson's Candy House, 2005 Small Business of the Year Finalist

“I didn’t understand that, to be out of product when you do 60 percent of your business in about eight weeks,” Terry Hicklin said. “It’s not a good time not to have product.”

With one facility and a staff of 12, he looked for ways to boost business. Bill and Joyce Kastler, the previous owners, had doubled sales revenues in the five years they owned it, he said, but there was more growth to come.

At a 15-day candy-making school in Pennsylvania – limited to 24 students every two years – Hicklin learned many aspects of the candy-making business. The most significant was automated candy-making equipment, and he soon invested in equipment of his own.

Hicklin declined to share details, but said revenue has grown 400 percent in four years.

Richardson’s now has four locations – the original store, founded in 1970 at 454 Redings Mill Road, Joplin; 3857 S. Campbell Ave., Springfield; 2408 South Grand Ave., Carthage; and Richardson’s Chocolate Factory at 510 Kentucky, Joplin, which opened Nov. 17.

Richardson’s now employs a year-round staff of 45, and daughter Bonnie Hicklin manages 12 in Springfield, the Hicklins’ busiest store.

Bonnie Hicklin said the busiest times of the year are Christmas, Valentine’s Day and Mother’s Day.

The low-carb craze, she said, hasn’t hurt business – it’s helped.

“People are now coming in because they see that they can eat the same things that everybody else does in our store. They just have the sugar-free instead of the regular,” she said.

Nearly all – 95 percent – of Richardson’s candies are made at the company’s own facilities. The remainder, items such a hard candies, are ordered from manufacturers.

Terry Hicklin said that 65 percent of sales are made in the stores, and of those sales, 30 percent to 40 percent come from corporate sales such as chocolate business cards and employee incentive gifts. Overall, 20 percent of sales come from orders that are shipped to customers, and 15 percent of sales come from the Internet and merchandise sold at Sam’s Clubs in Springfield, Joplin and Springdale, Ark.

But the new equipment and higher production capabilities aren’t the most important reason for Richardson’s growth. Hicklin attributes the growth to the ties he establishes within each community where Richardson’s has a presence. His philosophy, “Sell yourself and people will buy your product,” is exhibited through memberships with the chambers of commerce in Springfield, Joplin and Carthage, along with serving on various boards, committees, and participating in fund-raising events.

Springfield might follow Joplin’s lead and become a two-Richardson’s town. Terry Hicklin said the sales figures have him considering adding a second location, possibly in 2007. In June of that same year, Hicklin, who serves on the board of Retail Confectioners International, hopes to bring 400 to 500 candy store owners and employees to Springfield.

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