The Edmond Sun

November 22, 2013

New apparel store fits $10 niche

Heather Moery
Special to The Sun

EDMOND — Tenz, an apparel and accessories store where nothing costs more than $10, has received a great turnout since it opened its doors Oct. 19 in Edmond.

Store co-owners Fred and Lisa Wheeler said the turnout is due to several factors, including how the $10 price point appeals to a wide range of people from teenage girls to college students to young adults. The Wheelers said the store target’s age is 12 to 30 years old, however, they have seen lots of women in their 40s, 50s and 60s come into their store.

“There’s a real need for it,” Fred Wheeler said. “They could go buy one or two items at the mall, but here they can buy three or four.”

“Teenage girls can afford to buy these things,” Lisa Wheeler said. “It’s good for a person’s style and confidence.”

Fred Wheeler said another factor for the great start to their business is because of the store’s location in the Edmond Exchange Shopping Center at 3209 S. Broadway in Edmond.

“They come here because it’s good, but also it has visible crossroads and there are lots of women’s services in this area,” he said. “There’s a good mix of businesses and food that attract women here.”

The Wheelers said word of mouth and the store’s Facebook page,, also help bring customers into the store.

Tenz sells a wide range of apparel and accessories in the $10 price range including purses, perfume, jewelry, jeans, dresses, shirts, sunglasses, leggings, shoes, hats and tracksuits to name a few. Lisa Wheeler said pajamas and lingerie will be coming to the store soon.

“The uniqueness of the $10 price point is what makes the store stand out,” she said.

In August, after Fred Wheeler retired from his previous job, Lisa Wheeler said she and her husband began thinking of ideas for a business venture.

“We were thinking about what we could do and go into business and be our own boss,” she said.

Lisa Wheeler said the couple looked at a wide range of businesses, from motorcycles to franchises, and that’s when they discovered Dollar Retail Store Services, which sells start up businesses.

Lisa Wheeler said they paid the lump sum up front, then DRSS, with the help of the Wheelers, took care of most everything else from finding the location to researching consumer demographics and choosing the store’s inventory.

Now that the store is open, the Wheelers said they hope their store continues to prosper and they would like to see 20 more stores opened keeping with the $10 price point.

Lisa Wheeler said another aspiration would be to expand their retail to include plus-size clothing.

“We have lived in Edmond for 10 years and we’re glad to be able to give back to the community,” she said.