Published March 2005

Edmonds shop a destination
for Savvy Travelers

By Kimberly Hilden
SCBJ Assistant Editor

Planning a trip to Italy and need a guidebook chock full of bargain buys and travelers’ secrets? Want to trek across the Yucatan but need clothing that packs light and can take some wear? Have a yen to order croissants at a Parisian cafe but don’t speak a lick of French?

Then you might want to head to The Savvy Traveler in downtown Edmonds.

The shop, now in its eighth year of operation, has become a one-stop destination for folks heading to other destinations, owner Petra Rousu said.

Snohomish County Business Journal/ KIMBERLY HILDEN At The Savvy Traveler in Edmonds, shop owner Petra Rousu and her staff help customers with practical travel needs, whether it is finding the right guidebook or piece of luggage.

“We have luggage, travel accessories, day bags. Four years ago, the shop expanded into travel clothing, clothes that are easy to care for, dry quickly and often have technical features such as sun protection or security pockets — all of those things that help you when you’re traveling,” said Rousu, herself an avid traveler.

Among the 3,000 square feet of retail space, customers can find day wear such as the Columbia Venture Vest, a fast-drying article of clothing that keeps moisture away from its wearer while offering protection from the sun’s rays. Or there’s the Tilley Travel Dress, which can be washed by hand and hung to dry for travelers who want to pack light — a skill that can be learned at one of the many seminars held throughout the year at The Savvy Traveler.

“We teach how to maximize your wardrobe and pack efficiently,” said Rousu, who packed just a carry-on bag for herself during a recent two-week trip to Costa Rica. “The seminar also offers security tips, safety tips and health tips. It’s a great seminar, we do it every other month.”

The seminar, held in 2,000 square feet of space downstairs from the shop, is just one of many held each quarter at The Savvy Traveler.

Others include travel seminars highlighting different destinations, from Slovenia and Croatia to Mexico and Scotland. Still others focus on linguistics, teaching participants conversational French or Italian for travelers.

With a staff of 10 enthusiastic travelers, each with their own favored destinations, The Savvy Traveler offers “all around” travel information, answering customers’ questions about foreign voltage adapters and currency adapters as well as referring them to travel agents and tour operators.

“We’re not affiliated with anyone,” said Rousu, so references given are based on the experience had by the shop’s employees. “Often, we have gone on the tours ourselves.”

Over the years, radio advertising, The Savvy Traveler’s own newsletter and word-of-mouth has created a market that stretches throughout the greater Puget Sound area, from Kent and Bellevue to Everett and Bellingham, said Rousu. Much of that customer base is comprised of an older demographic — people who have the time and money to travel.

And travel they do, all year long, she said. During the winter, it’s to places such as Australia, Mexico and other warm locales. During the summer, it’s to Europe and Asia.

“For us, Italy seems to be the number-one destination (for our customers),” Rousu said. “Central and South America is becoming popular, as is Asia.”

Despite the recent economic doldrums and the slump felt by the travel industry as a whole following the Sept. 11, 2001, terrorist attacks, The Savvy Traveler has been enjoying steady growth, she said.

“There was very little impact after 9/11. Being smaller, you can react to the market quicker,” said Rousu, a 20-year resident of Edmonds. “We brought in products that you could use every day. We also (serve) a hearty traveler.”

As for the shop’s future, Rousu said she wants to continue offering new and innovative products to customers and, possibly, open another location elsewhere in the region to cater to those who enjoy the pleasures of a new place.

“Travel is just one freedom that people will always enjoy,” she said.

Back to the top/March 2005 Main Menu