• BEHIND THE BRAND | ACK 4170™ •
making a federal case
We’ve been fans of the Nantucket brand ACK 4170™ even before they were a brick and mortar store. Owner Susan Fairgrieve’s beautiful island photography first caught our eye, as well as her sleek and classic logo since it was introduced back in 2017.
ACK 4170™ offers Nantucket-inspired accessories, apparel, jewelry, home decor, stationery and art, much of it created by local artisans and Susan herself. The brand is named after the airport code for Nantucket – ACK, and the island’s latitude and longitude – 41 degrees north, 70 degrees west.
Her first store was on Easy Street where she enjoyed 3 years along the Old North Wharf. But she recently finished a move just around the corner to the more hustle and bustle of Federal Street. We caught up with her to see how and what the move will do for her brand and what’s ahead for the store in its new location.
• BEHIND THE BRAND | ACK 4170™ •
SI: So what brought about the move to 18 Federal Street?
SF: The location move of ACK 4170™ was brought about for many reasons. One being my personal housing quarters above the store on Easy Street. I had outgrown the space and no longer wanted to live with the store. A separation was necessary and in that space, it was not possible. Initially it was a great introduction to Nantucket and an easy move from being out of state.
• BEHIND THE BRAND | ACK 4170™ •
SI: How long did it take you to find your new spot?
SF: Finding the new store location was not very hard at all and only took a few weeks. There is something on Nantucket called “The Nantucket Shuffle”. People and businesses move around very often. It is usually due to landlords increasing the rent. I actually looked at a half dozen locations before deciding upon 18 Federal Street.
• BEHIND THE BRAND | ACK 4170™ •
SI: What were some challenges when looking for a new place?
SF: The biggest challenge when looking for a new store space, was finding a place to live, at the same time. The “affordable” housing on Nantucket is the island’s biggest issue. I had to move everything for the store into a storage unit initially, as my store space was not yet ready for a tenant. Then, after a few weeks, I had to move everything out of the unit and into the store.
• BEHIND THE BRAND | ACK 4170™ •
SI: How has the change inspired your brand?
SF: The move in store locations has inspired me to create a different shopping experience for my clientele. From incorporating new fixtures, painting previous ones and brightening up the space, it is fresh and welcoming to new and repeat shoppers. My previous location was a bit darker inside with less windows. Like the saying goes, “location, location, location!”
• BEHIND THE BRAND | ACK 4170™ •
SI: What new things can we expect in the new store?
SF: For 2021, ACK 4170™ has taken in the work of a couple new artists. For those who are unaware, ACK 4170™ is made up of small makers and artists. We have also added several pieces to our etched glassware collection, several new cheese and charcuterie boards by different makers—ready for your Summer entertaining! New apparel styles, custom entertaining pieces, jewelry and a new canvas tote collection—just to name a few. We have found that custom is what people love. They want the “Sconset” pillow to remind them of the sweet village of rose-covered cottages on their bed. A new Nantucket-themed soap collection also dresses our shelves as well as our new Brant Point 100% soy candle to add to the series.
• BEHIND THE BRAND | ACK 4170™ •
SI: What are you most looking forward to in new spot?
SF: In the new store location, I am looking forward to seeing the buzz on Federal Street! It is a much busier street than Easy Street, with far more foot traffic and vehicles, with it being the only two-way street in town. Evenings will be busy and vibrant with the surrounding restaurants permitted to host outdoor dining again this year. Hoping the business and brand grows in leaps in 2021!
• BEHIND THE BRAND | ACK 4170™ •
SI: How does the island continue to inspire you?
SF: Being a photographer, Nantucket Island inspires me constantly. Early morning walks are when the juices are flowing. Constantly being inspired by the environment that surrounds me, this island delivers more than one can absorb. From the beaches and boat basins, to the trails and window boxes overflowing, the architecture and beauty & brawn of The Grey Lady, always shines through. This island is chocked-full of artists which also inspire me on a daily basis, which is part of the reason why I love Instagram so much. I have never seen so much creativity in one place before.
• BEHIND THE BRAND | ACK 4170™ •
SI: What’s next for the brand?
SF: At this point, just having opened the new store location, the future of ACK 4170™ is in the hands of Federal Street for the time being. This Summer will teach us a lot about location and the move. Will our clientele change? Some say yes. What we do know, is that Summer will be very busy, due to Covid and annual visitors not wanting to miss “their Nantucket” for a second year in a row. We would love to expand the apparel collection, especially for online shoppers near and far. Our issue at this time is space and storage. Time will tell and present the answer.
• BEHIND THE BRAND | ACK 4170™ •
SI: Are you ready for the summer!?
SF: Ready for the Summer? I’d like to say yes, but almost! Since opening on April 3rd, we have already had many items sold out more than once. This location has proven to be a very busy one and it will only get busier in the next couple months. Working on storage for inventory is in the works! Game on!
