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‘Walking the walk’ for more than a decade
August 5, 2024
WAUSAU – Magnolia Soap & Bath Co. (320 N. 3rd St.) has just celebrated its first year in business with what Owners Julie and Brian Fox describe as raving success and happy customers.
The Foxes said what started out as something to do together has turned into a full-time job, and a retirement plan for these two later-in-life entrepreneurs.
And though just a year into operations, with the Wausau location doing well, the couple said they are looking to expand into the Green Bay area.
Why start Magnolia?
Julie and Brian were both previously in health care – Julie in lab management and Brian, a medical helicopter pilot.
After the COVID-19 pandemic, Julie said she found herself burnt out and was looking for an alternative – which led to them opening Magnolia Soap & Bath Co.
Brian said he planned to work as a helicopter pilot for at least another year to let the business grow, but after only four months he was working full-time at the store.
Unbeknownst to them, the Foxes said they found they had a passion for soap and the lifestyle the business provided them.
And Brian said the sales numbers made his decision to transition earlier than expected easy.
When Julie mentioned she was looking for a new career, Brian said “we thought maybe we should try something we can do together.”
“We began looking at various businesses and franchises, and found Magnolia through a pilot connection I had,” he said.
Brian said his connection opened a Magnolia Soap & Bath Co. franchise location in Alabama three months before them.
Each Magnolia store, he said, is family-owned and locally operated.
Brian said the company’s focus on plant-based ingredients sold them on the idea.
“We are very excited about the products and what it has to offer – being free, as much as possible, from harsh chemicals,” he said. “With Wausau not having something like this previously, it’s been very well accepted. Many of our customers have told us that this is what the area needed.”
Finding the location
Brian said finding the location was easier than they had expected.
When they were awarded the territory for the franchise, he said they began the search in Rib Mountain, but found that wasn’t the most ideal area because of the lack of foot traffic.
This, Brian said, led them to venture to the Historic River District in Wausau, which neither of them had spent a great deal of time in over the last three years of living in the area.
“We didn’t even know what was available,” he said. “We turned the corner on Third Street and fell in love with the 300 block. It is a one-way street with lots of little shops.”
What happened next, Brian said he chalked up to fate.
The man from Compass Properties that owns/operates the building Magnolia is now in, he said, just happened to be there that day and gave the Foxes an impromptu tour of the space.
The rest, as they say, was history.
“Everything fell into place, and everything seemed like this is certainly where it needed to be,” he said.
Learning the retail soap business
Before coming into the business, the Foxes said they admit they knew little to nothing about soap.
The pair traveled to the Magnolia headquarters in Mississippi for some training and from there began to grow their knowledge.
Though the majority of their customers are female, Brian said the store’s target audience is everyone and anyone.
He said some of his favorite customers are the guys who come in.
“Being a guy, I can relate to the men asking questions,” he said. “Before I got into the business I never realized how intimidating soap products can be. It’s a lot of fun interacting with them and showing them around the store and explaining everything.”
A local, loyal customer base
Brian said the launchpad of the store’s success started with its grand opening last year – when they saw record-breaking attendance and sales for a franchise in their first weekend.
He said they had people waiting in line, around the block to get into the store that first week of operation.
Flash forward a year to June 2024, Brian said they made virtually the same sales during their first-year celebration weekend as they did in their first few days of operation.
“It was a testament to the fact that we’ve not only grown our customer base, but we also have very loyal customers who support us,” he said.
That loyalty, Brian said, has extended to community partnerships – the first being with The Pinery Coffee Co., which is also located on Third Street.
The Pinery, he said, provided Magnolia with coffee grounds to use for its soap – which led to Magnolia offering those who purchased the soap with a 15% discount at The Pinery.
At the same time, Brian said The Pinery created a Magnolia Lotus drink, and anyone who buys that drink will get a 15% off coupon for the Magnolia store.
Brian said he hopes to continue collaborating with other local businesses.
The reception to working together with other businesses was a hope they had from the start, he said.
“If a business has something they want to do or promote for their employees, we encourage them to come in,” he said. “We can create and match what they do.”
Brian said Magnolia has previously partnered with the Wausau Chamber of Commerce by providing products for thank you gifts for member renewals.
Magnolia, he said, created a red, white and black swirled soap – which are the chamber’s colors – and labeled it Most Valuable Member.
“It was a hit,” he said.
Brian said Magnolia has also collaborated with customers to create custom products for their needs – such as soaps in the color of bridesmaid dresses.
He said they have also created bubble bath scoops or bath bombs for similar events.
Soap and savings
Brian said Magnolia’s No. 1 seller is the laundry wash, which they make in store.
However, he said it’s more than just a laundry wash – with some customers using it as a carpet cleaner, in the dishwasher, on their countertops.
Brian said it’s more like an all-purpose cleaner.
“When we have a laundry wash sale, we know it’s going to be a busy weekend,” he said. “People come back in because we offer a 10% discount to refill, too.”
Magnolia, Brian said, also offers bath bombs, shower steamers, room sprays, body oil, body butter, sugar scrubs and soy candles – which are poured and decorated by hand.
Customers who bring their candles in for a refill, he said, receive a 50% discount.
More than just selling soap
Magnolia, Brian said, also offers parties – where participants make their own soap, pour their own candle or mold their own bath bombs.
So far, the Foxes said their Wausau store has hosted parties for up to 20 people.
Party participants received 10% off to shop during the party.
Brian said the goal with Magnolia is to stay community oriented.
“We hear every day from customers coming in that they haven’t been to downtown Wausau since the mall was torn down,” he said. “They’re super excited about our plant-based store being here and what we have to offer them.”
The store’s best advertising, Brian said, has come from word of mouth.
“When you are talking to a customer, and another customer breaks in to promote your product and how it has changed their life, you know you have a good product,” he said.
Magnolia Soap & Bath Co. is open from 10 a.m. to 6 p.m. daily.
For more information, check out Magnolia Soap and Bath Co. Wausau on Facebook.
