“The National Family”

We are thrilled to announce that SHOPNATIONAL.com has been formally recognized by Newsweek as #1 ranked on their list of “Best Online Shops 2020” for Women’s Fashion (single brand). We have the honor of sitting alongside some incredible brands in the industry, including Chadwicks, Victoria’s Secret, and White House Black Market.

More than anything, I wish my grandparents could see this milestone – a tribute to their hard work, deep belief and commitment to our National family.

Founded in 1952, NATIONAL started from humble beginnings as a mail order business by Eddie Smith, my grandfather, in the town of Lexington, North Carolina. An exemplary American entrepreneur, “Georgie,” as he was known to most, cared for and evolved the company based on a customer-centric philosophy, and in 1999 at the age of 80, he was inducted into the Direct Marketing Association Hall of Fame.  

“The Early Days”
I remember these days so clearly….I strapped on roller skates and made my way through the warehouse as a little girl. The rows and rows of inventory made for perfect hide and seek territory. Many individuals in this photo are with National today and, therefore, my giant extended family for which I am so thankful.

 

Today, NATIONAL continues to thrive under the personal care of my gifted and compassionate mother, Lynda Smith. We  remain committed to offering a wide range of apparel and accessories, designed for the mature woman to provide them with all-day comfort and style.

We have long held to our mission –  “Living the Comfortable Life.”  The second-generation, family-owned business has thrived in the trade for over 65 years thanks to the commitment my Grandfather made to the customer – first and foremost.

“Family Leading Family”
Growing up in family business, I don’t remember the business suits and posed photos. I remember my Grandfather’s 6 a.m. visits to our house after his morning jog. I would come downstairs and find him in the sunroom with my mom discussing work, family and everything in between. Sometimes the conversations centered around really important, often difficult business decisions. Always, the conversations ended with a hug and a smile. Family first, no matter what.

“All in the Family”
In the years since business school, it has been an incredible journey with the National family in my role as business strategist. Collectively, my mom and I have evaluated key opportunities for the business and learned to work together with respect and excitement for all that is ahead. Not often an easy task in family business, but for us…thankfully…it’s (almost always 😉 ) pure joy.

So, how did we get recognized by an international publication for this commitment?Newsweek developed the rankings based on an independent survey of 20,000+ U.S. customers who were asked whether they’d recommend brands to friends or family. Respondents also assessed the brands on their communications, technical competence, service range, customer focus, and accessibility. More than 130,000 evaluations were collected.

That means – YOU

Our National customer, you shared feedback and supported National’s leap into the spotlight. More than that, you have walked alongside our team….our family…for generations. Thank you for being a part of the National family!

“Give Personal Care”
Mom taking time to read and answer letters from our loyal customers, our extended family!

 

 

With gratitude and love,

Parker

 

 


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