Entrepreneur Carrie Heidemann Charlick establishes multimillion-dollar business
Self-confidence and an education in business have helped SC4 alumna Carrie Heidemann Charlick turn a bright idea into a multimillion-dollar business.
Charlick of West Bloomfield is chief executive officer of Essential Bodywear, a company she cofounded in 2003 with business partner and company President Marcia Negro.
Essential Bodywear's mission is to revolutionize the way women buy bodywear.
"We started with an idea of bringing bra shopping and underwear shopping to home parties," Charlick said.
The idea began with $500 contributed by Charlick and Negro. Today, the business has grown to $4.3 million in annual sales.
It has been featured on the Oprah Winfrey Show, Today Show and What Not to Wear.
SC4 alumna Carrie Heidemann Charlick's Essential Bodywear company has been featured on several television shows.
In April, Essential Bodywear was named one of the 2010 Michigan 50 Companies to Watch, presented by Michigan Celebrates Small Business.
Charlick was raised in Port Huron and chose SC4 because it was close to home. She earned her associate degree in marketing in 1987.
She said SC4 introduced her to valuable business concepts.
"I remember reading a textbook chapter about direct selling," she said. That was the basis of her new business nearly 20 years later.
Charlick's career has included management and leadership roles in business and retail, including a business start-up venture. She was inspired by the entrepreneurship attitude.
"I never want to look back and say, ‘woulda, coulda, shoulda,' " she said.
She said many women wear undergarments that don't fit properly because of poor customer service. They don't enjoy shopping for bras and panties, Charlick said, because the experience in stores isn't enjoyable or supportive.
Essential Bodywear's formula is to provide trained representatives offering undergarment sales in people's homes.
"This is what people are craving," Charlick said. "They want the customer service; they want the attention."
The business did $60,000 in sales in the first six months and has increased every year since.
"Women want to feel good," Charlick said. "We give them the star treatment."
Essential Bodywear is headquartered in Oakland County's Commerce Township and employs 12 office staff. The business has more than 300 representatives throughout the United States selling products through in-home parties.
Charlick said SC4 students and graduates should jump at opportunities and have confidence in their decisions.
"If you see a need and you think you can fill it, go for it," she said. "Move forward. Take a chance. With the job market we have right now, entrepreneurship is a great option."
Charlick and her husband, Peter, have two sons, Alex, 16, and Matthew, 14, and a daughter, Katie Rose, 9.
