The book "Retail Truths"

The Author

Chip AverwaterChip Averwater is retired chairman of Amro Music Stores in Memphis, TN, one of the largest musical instrument retailers in the U.S. He is a third-generation retailer and has spent 38 years building his own stores and assisting other retailers.

Chip has an MBA, has written for national retailing magazines, and has been a featured speaker on retailing at meetings and conventions in the U.S., Great Britain, Australia, Germany, and China.

He served for 14 years as a board member and officer of NAMM, the International Music Products Association, and served as its chairman from 2007-2009. The association represents over 9,000 retailers and their business partners and produces the NAMM Show, one of the largest trade conventions in the U.S.

Currently Chip serves on the boards of several retailers, speaks at retailing conventions and seminars, is often called on as a retail advisor, and enjoys talking with fellow retailers about common problems and solutions. Retail Truths is a collection of over 400 lessons on retailing that he gathered from experience as well as from his mentors and retailer friends.

Chip is an avid traveller and enjoys speaking outside the U.S.  In addition to English he speaks German and some Spanish and is experienced speaking through local interpreters. He enjoys hearing from readers and can be contacted at chipaverwater (at)