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Richard Stolls

New York Sole Man

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Richard Stolls, president and ceo of Trim Corp. of America (Trimco, Brooklyn, N.Y.), got his first taste of the visual industry selling women's shoes. “It was called display in those days,” he recalls.

Stolls worked as a shoe salesman by day while attending Iona College at night. Working his way up the ladder to executive vp of a national shoe chain, he was exposed to NADI shows and industry suppliers. It was then that he realized, “I was bored with what I was doing. But I loved the excitement, the creativity and the passion of the display industry and wanted to be part of it.”

So in 1979, he traded in shoes for seasonal props, becoming general manager for Trimco, a visual marketing supplier he had met during his years in the shoe industry. Three years later, Stolls and Buddy Stein bought the company. “I still love coming to work and I haven't been bored since,” says Stolls.

Work isn't the only thing keeping Stolls active. Over the years, he has served as president of NADI (National Association of Display Industries), on the visual advisory board for FIT (Fashion Industries of Technology) and was a founding member of PAVE (Planning and Visual Education Partnership) and the Society of Visual Merchandisers. He is also a special adviser to the High School of Fashion Industries and earlier this year received a special award from its principal and students.

“I believe that if you are in any business, you should get involved in the industry as well,” says Stolls.

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Stolls and his company are exhibiting at VM+SD's StoreXpo winter market, held December 8-10 at the Javits in New York. For more information, visit www.storexpo.com.

What are you most proud of having accomplished in this industry?

Helping young people attain their goals and dreams. In a relatively short time, PAVE has increased the awareness of our industry in the academic arena by developing a curriculum for both high school and college levels and giving out more than $250,000 in awards and donations.

Describe your reaction to receiving PAVE's Lifetime Achievement Award last December.

For someone who is usually not at a loss for words, I was speechless. To be recognized by your customers, as well as your competitors, is a rare event. Having my son Ken and many of my staff present made it even more meaningful.

What about the New York market do you think is the most important?

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New York in December is just so special. The stores are at their best, the windows are amazing and, if you are lucky, you might get to see snow on the tree at Rockefeller Center. Also, in addition to the Javits, there are many exciting private showrooms to see. In my opinion, New York is the most exciting city in the world and we as visual professionals should be exposed to the very best. Last, but certainly not least, New York in December is home of the annual PAVE gala.

On a good day, how do you see the world?

I am the supreme optimist. Each day presents a new challenge with many opportunities to succeed and be able to help people.

On a less than good day, how do you see it?

Unfortunately, I witnessed firsthand the horror of 9-11. After you live through one of the most horrendous events in history and attend four funerals in one day, it really puts things in perspective. Life is so short, so unpredictable, that we owe it to ourselves to make the most of every day we have.

What three words best describe you?

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Passionate, caring, tough.

Name one tradition you always indulge in on Thanksgiving Day.

Spending the day watching the Macy's Thanksgiving Day parade and football with my family. In 1997, with the help of my friends at Macy's, my wife Lynne and I actually marched in the parade. We were dressed as clowns, skipping down Broadway, making kids laugh with millions of people watching.

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