WETHERSFIELD — Comics gets top billing at Scott Wool and George Fietziewicz's business, Omni Comics and Cards, but Wool laughs when he's asked how much of the sales are comic books these days.
"Negligible. Two percent or so," he says, laughing some more. "Ridiculous."
Wool borrowed money from his credit card company to become partners with Fietziewicz 22 years ago, when Omni Comics and Cards went from one location to two.
The original Bristol store, which opened in 1987, is still open. After about 10 years, Wool moved the Glastonbury store to a Wethersfield strip mall.
Wool, 48, has had to adjust to changing tastes repeatedly over his career.
"We're a very trendy business," Wool said. Think back to when Pokemon was hot in the 1990s. That year was huge for Omni Comics and Cards. But consumer tastes can turn on a dime, and Wool was stuck with too many Silly Bandz when that fad cooled.
About a dozen years ago, he started selling sports memorabilia, and now about 70 percent of the stores' revenue comes from that category.
While you might think that a small store couldn't compete with Dick's or Modells on price, Wool said, "because I buy closeouts, I'm cheaper than anybody."
For instance, he's still selling UConn dual championship T-shirts. The first day after the women's victory they cost about $22, but now he sells them for $11.99 in the store or $14.99 online. (Free shipping means you build your shipping and handling costs into the price, naturally).
"I sold one in the store today," he said.
About four years ago, walk-in traffic to Omni's two stores fell off dramatically. It was about half as much as it had been before the recession. So the owners ramped up their selling on eBay, where they'd had a presence since 2000.
Now, selling online is 75 percent of total revenue, and just south of $1 million a year.
In 2013, total sales grew more than 20 percent compared with 2012, and online sales doubled. "We hired two people, which was great," Wool said. The business has seven employees, two part time.
But managing that rapid growth, especially the logistics of all that shipping around Christmas, was a strain.
"Last year almost killed me," Wool said, as the staff was sending out more than 700 packages a day, with an average value of $15. "Orders were coming in faster than we could print the shipping labels. It was ridiculous. If I wasn't sleeping, I was here. I was sleeping five hours a day."
While 2013 was the biggest year Omni has ever had, the profits are much thinner than before the Internet brought the ability to compare prices with a click or two. Wool said sports cards are the lowest margin, because there's a race to the bottom among sellers. The best margin is selling older collectibles, particularly putting together thematic sets that require some expertise.
A couple of years ago, Omni started selling older Lego sets and used Legos. He buys them at a dollar a pound, and sometimes the sellers complain it goes for more on eBay.
"Used Legos? How much work is it?" he called out to his partner Fietziewicz.
"Too much," his partner replied wearily.
Why is it so much work? Well, for one, you have to put together the kit to know that it's complete. But it has worked out well. Wool said The Arc, a nonprofit agency that serves people with intellectual and developmental disabilities, is part of the solution. He said he gives Arc money, and they give five autistic adults Legos to sort by color.