a partner at san francisco-based newport group where she advises ceos at top retail chains. >> as i looked at your overall business t silver business is doing almost half of your total sales. >> true. >> okay so. your silver business has about 70% of the inventory. you need all of those? you need them all? >> the way i've done it is -- overdue it in terms of certain items but i like to be -- somebody want as chain i got them all. >> like many entrepreneurs joe has always believed that more selection means more sales. but that's not how helen sees it. >> i've been a buyer for the largest retailer in the world, and that's macy's and everything that we did there and everything that i learned was about reducing your assortment, not expanding them. >> as they examine all of the shops it became clear that each one has large amounts of unsold inventory. >> to make it easier for the customer to buy is to just narrow up some of this. narrow it up. >> helen's first recommendation, get rid of the slow selling merchandise. even at discount prices. and then use the cash to focus on what's hot and profi

she's a partner at san francisco based newport board group, where she advises ceos at top national retail chains -- >> if i looked at your overall business, the silver business is doing almost half of your total sales. >> true. >> okay. but your silver business has about 70% of the inventory. do you need all of this? you need them all? >> well, we have always done it -- >> yes. >> is overdo it in terms of certain items. but i like to be the -- someone wants a chain, i got them all. >> like many entrepreneurs joe has always believed that more selection means more sales. but that's not how helen sees it. >> i've been a buyer for the largest retailer in the world. and that's me. and everything that we did there, and everything that i learned was about reducing your assortment, not expanding them. >> as they examined all the shops, it became clear that each one has large amounts of unsold inventory. >> to make it easier for the customer to buy, is to just narrow up some of this. >> narrow it out? >> narrow it up. >> held be's first recommendation, get rid of the slow-selling merchandise. even