FRANKLIN -- Cyber Monday is expected to set another sales record this year as 50-percent of Americans plan to purchase something online.
While you probably know what it's like to find a bargain on Cyber Monday, one Franklin online retailer depends on the shopping holiday.
Routine Baseball, a lifestyle clothing company, is almost strictly internet-based so Cyber Monday is their busiest day of the year. That means all hands are on deck as they try to get $250,000 worth of merchandise out of their warehouse.
"It's going to be pretty chaotic," said owner Michael DeGrave.
DeGrave calls it organized chaos as his employees pick and pack orders and then restock the shelves. His warehouse workers ride hoverboards to get thousands of orders shipped just moments after the orders are placed.
"We've noticed it's a lot more efficient than walking this big facility," he said.
DeGrave launched the lifestyle clothing brand in 2011, blending street clothes with a baseball aesthetic.
"We noticed there wasn't a whole lot there with it," he said.
From the beginning, DeGrave chose to go the e-commerce route to cut down on overhead costs. He now has eight full-time employees and customers all over the world.
"We jumped in at the right time when the market was good," he said.
"Anyone with a few hundred dollars can set up a website," said UW-Milwaukee business professor Purush Papatala.
Papatala warns success is hard to achieve in online business.
"We're also going to end up in a space where e-commerce is going to be dominated by a few brands," he said.
DeGrave hopes to one day be a dominant clothing brand by using each Cyber Monday sale to extend their reach.
