

APPLE PODCAST | SPOTIFY | YOUTUBE
When you think about building a profitable boutique, what comes to mind first? Marketing? Merchandising? Trend-spotting? All important, sure—but according to MaxRetail founder Melodie Van Der Baan and The Boutique Hub’s Ashley Alderson, if you’re not obsessing over turn rate and smart markdowns, you’re leaving money (and peace of mind) on the table.
In a recent interview, the two retail powerhouses talked shop—literally—and dropped gold nuggets on everything. Here’s what we learned.

Why Dead Inventory Is Costing You and How to Fix It
The Myth of the “Fine Wine” Inventory
One of the biggest mistakes newer retailers make? Holding onto slow-moving inventory like it’s going to age like a fine wine.
Spoiler alert: it doesn’t.
Melodie broke it down with a powerful visual:
“Let’s say I buy a makeup bag for $10 and sell it for $20 the next day. I reinvest that original $10 and do it again—10 days later, I’ve made $90 in profit. But if it takes me 10 days (or months) to sell that same bag once for $20, I’ve only made $10. That’s the power of turn.”
Turn, or how often you sell through inventory, directly impacts your cash flow and profit. When an item isn’t moving, mark it down, sell it through MaxRetail, and reinvest that cash into something fresh. As Melodie put it, “Time is the most precious thing we have and it cannot be stored today and banked for tomorrow.”
Cash Is King—and Markdown Strategy Is the Throne
Holding out for that full margin might sound good in theory, but Melodie challenges retailers to shift their mindset:
“Could you squeak out 15% profit in a month—or are you better off taking the cash now and reinvesting it in something that will turn faster and make you full margin?”
It’s not about discounting to discount. It’s about using markdowns as a tool to fuel better buying decisions.
Quality Control… and Baby Wipes?
With thousands of orders flowing through MaxRetail, you’d expect a higher error rate—but Melodie says their incident rate is under 2%. How? Clear processes and checklists that every retailer follows.
Yes, baby wipes are part of the process.
“Sometimes retailers will ship a shoe without wiping the sole or checking for makeup stains. But overall, our community is amazing and takes pride in their shipments.”
Lesson: details matter. A clean item and a double-checked packing list go a long way in keeping customers—and resale partners—happy.
Inventory Analysis: The Most Unsexy Yet Powerful Process
Let’s be honest—nobody gets excited about reviewing sell-through reports and inventory-to-sales ratios. But Melodie says it best:
“It’s like drinking apple cider vinegar. It’s good for you, but you’d much rather be calling customers or playing dress up. Still—you have to do it.”
Regular inventory reviews help identify dogs early and clear space (physically and financially) for better investments.
Two Hours Back in Your Day? Do This First.
Melodie’s top income-generating activity? Reaching out to top customers personally.
“I go to my POS, find my top revenue customers, and send them personalized video texts showing them products I know they’ll love.”
It’s simple. It’s scrappy. And it drives serious results. Remember: 20% of your customers generate 80% of your revenue.
The Hardest—but Most Necessary—Lesson
If you’ve ever held on to a toxic employee too long, this one’s for you.
“No matter how much you think you need that employee, if they’re toxic, you’re better off without them. It’s going to feel like firing your sister, but you’ve got to protect your culture.”
Mic drop.
How to Protect Your Peace While Building a Business
Melodie keeps work and family in separate boxes—literally.
“At the end of the day, I close the box, put a bow on it, and put it away. When I’m home, I’m home. My kids don’t care about Pink Friday. They care about me.”
Even if stress shows up in your dreams (hello, midnight holiday panic), don’t let it rob you of real-life moments.
Final Words of Wisdom: Love It, Even When It Doesn’t Love You Back
Every entrepreneur hits moments where the work is hard and the results aren’t instant. That’s when Melodie leans into her favorite piece of advice:
“You have to love it even when it doesn’t love you back. That’s when you find innovation—when you think there’s no other way out.”
This conversation was packed with tactical takeaways and heartfelt truths. Whether you’re a new boutique owner or a seasoned pro, Melodie’s wisdom is a powerful reminder that retail success isn’t about waiting—it’s about acting. Fast turns. Smart systems. Deep customer connections. And always protecting your peace.
Let this be the permission slip you need to finally mark it down, wipe it off, or fire the person holding you back. Retail is real—but you’ve got this.
In This Episode
- Melodie van der Baan: Instagram | YouTube | LinkedIn
- Max Retail: Website | LinkedIn
- Boutique Summit 2025
- Retail Bootcamp
- Join The Boutique Hub
- Ashley Alderson: Instagram
- The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube
Let’s Connect #AskAshley
- Have a question or guest recommendation? Let us know your feedback directly here!
- Do you love the Boutique Chat Podcast?! Subscribe to our podcast and after that, leave us a review on iTunes Apple Podcasts here!
Must Have Resources
- The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube
- Profit First by Mike Michalowicz
- 2025 Boutique Boss Planner
- Boutique Summit 2025
- Small Business Marketing Handbook
- Small Business Hiring Handbook
- Brand Owner Basics Masterclass
- Tradeshow Marketing Handbook
- 2024 Trade Show Calendar
- Boutique Hub Black
- Hubventory.com
Recent Posts:
- Slow Sales? Ask These 5 Why’s Before You PanicIs your cash flow feeling tight but you’re still not paying yourself? In this episode of Five Minute Friday, Sara breaks down one of the most common retail traps: tying up cash in things that don’t bring you a return. From unnecessary trips to market to unused apps, pretty packaging, and impulse inventory buys, these hidden money leaks could be holding your business (and paycheck!) back.
- The Power of Story, Style, and Sisterhood in Boutique RetailEver wonder what it takes to turn a family passion into a thriving business? Join us as we chat with Kasey & Kaitlyn Widmyer, the dynamic duo behind Marmalade, a boutique inspired by their mother, Marie Widmeyer, and her fashion dreams. From childhood lessons to steering the business through the storms of the 2007-2008 recession, they share how these experiences crafted their resilience and work ethic. Get ready to be inspired as they recount their journey from playtime in the boutique aisles to orchestrating its expansion after college, proving that perseverance and adaptability can indeed breed success even in the most challenging economies.
- Back to School Marketing IdeasBack to school season is the second busiest shopping season of the year! How are you going to capitalize this year? This time of year is going to be here before we know it, so its time to get busy prepping! Back to school time is a perfect opportunity to host an event or run a sale to attract new customers for the busy shopping season. Lets get into our top back to school marketing ideas!