As we approach the winter solstice, thoughts turn to snowy trips over the river and through the woods to family gatherings, cheerful gift giving, and the hustle and bustle of the Christmas season. This is the time of year when Leavenworth business Kris Kringl — where it’s Christmas all year long — really shines.

But how do you make a store that focuses on one specific holiday like Christmas work for you the rest of the year? Kris Kringl owner Carl Evans knows. He has been doing exactly that for 25 years.

“Of course, sales fluctuate over the course of the year,” Evans said. “We do two-thirds of our annual business during the last quarter of the year. You have to be flexible because things change over the years.”

With a lagging economy, the last three years have been particularly challenging for the business, but this year it is focusing more on what people are looking for and what they can afford. This means making changes in buying strategies.

And it seems to be working. Kris Kringl has recently seen an upswing in sales, which is encouraging, Evans said.

The community of Leavenworth certainly understands the public’s fascination with the winter holidays, and their popular Christmas lighting events span several weekends and draw thousands of tourists and locals leading up to the big holiday.

“Leavenworth is a unique situation and I think we’re sitting better than a lot of areas during this economic time just because of our location and that we are the theme town that we are,” Evans said. “People are willing to come here and experience what we have to offer. Getting away, but not going very far.”

The building Kris Kringl occupies on Front Street used to be divided up into many smaller businesses. As space became available over the years and as money allowed, Evans reinvested his profits by purchasing those spaces. He tore down walls that divided the spaces and expanded his store to make it what it is today – two stories full of Christmas cheer.

During the time that Evans has owned the store it has grown from 800 to 7,000 square feet. Having money to put back into the business has enabled it to grow.

“For any business to be successful this long, you have to keep reinvesting in it,” Evans said.

Displays are regularly changed with products coming from countries all over the world. That helps give customers a reason to come back.

“We’re constantly changing our store, and our customers like coming back to see what’s new and what we’ve done differently with the store,” Evans added.

Kris Kringl also engenders a sense of loyalty from its customers.

“We have a very loyal customer base, with a mailing list of almost 30,000 customers from all over the country. Most of them live here in the Northwest, but many come from different parts of the country,” Evans said.

Kris Kringl’s draw transcends national borders as well.

Last year when Evans was in Turkey, he was having lunch on a terrace with some friends overlooking the Mediterranean Sea. Some Canadians sitting a few tables away came over and asked where they were from. When he said Leavenworth, their eyes lit up and one said, “That’s the place with that neat Christmas store!”

Kris Kringl’s website – www.kkringl.com – is currently being retooled, but they hope to have it up and running soon.

“Ten years ago when we first had a website it was phenomenal. When you did a search for ‘Christmas’ you got maybe 40-some responses, but now it’s hundreds of thousands,” Evans said. “The web is a really good tool for customers to look at product, but I think people like knowing that we have a bricks and mortar store – not a warehouse – they can go to and they can relate to.”

As Kris Kringl gets geared up for its biggest sales period of the year, it has 12 full time employees and several part timers. During the off-season it employs five or six full time.

Evans has this advice for new business entrepreneurs:

• Follow your passion.

• Do something you enjoy.

• Stay involved with your business and your community.

And Evans clearly practices what he preaches. Kris Kringl supports the community in a number of ways.

“We are heavily involved in the new ice rink that we are trying to build in Leavenworth,” Evans said. “Our charity of choice, however, is the Ronald McDonald Foundation. We have an Annual Collector’s Night event in September, and in the last 10 years we have given over $250,000 to the organization.”

That community support does not go unnoticed.

“Carl Evans and Kris Kringl are huge assets to the village of Leavenworth,” said Nancy Smith, executive director of the Leavenworth Chamber of Commerce. “The employees always dress in traditional Bavarian clothing and they actively support many community events. Carl has served on multiple boards throughout his tenure here in Leavenworth, and is always willing to support anything that makes Leavenworth a better place to live and run a business.”