Meet the small retail businesses driving retail forward
NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
September 2026 Spotlight
Skip Chapman
KAFX Body
Manasquan, N. J.
This month’s spotlight features Skip Chapman, founder of KAFX Body, a New Jersey-based deodorant manufacturer and retailer.
Tell us the story of how your business started. What inspired you to open your doors?
I never set out to make deodorant, sell it or become an inventor. I was just a dad trying to find something that worked for our teenage triplet sons without baking soda. My wife Paige suggested using our roasted-coffee-infused oil, and what started as a solution for our family became our family business.
What makes your business unique in your community or industry?
We’re a self-funded, family-run company in Manasquan, N.J., manufacturing and fulfilling our products in-house with our small team. Our patented roasted-coffee-infused coconut oil brings coffee-derived compounds into a moisturizing, skin-conditioning base for our odor-control deodorant, with all five inventors being members of our family.
How do you stay connected to your customers to keep them coming back?
Paige handles customer service, and regularly participate in live shopping on platforms, so customers talk directly with the people behind the business. Their feedback has shaped our scents and products, and when something goes wrong, they hear from a person who cares about getting it right.
)
Catch up on NRF's Small Retail Business Spotlights
)
)
)
)
)
)
)
Apply to be featured
The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
Read more on eligibility, selection and apply to be considered.
Eligibility
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
Selection
NRF will have full discretion in choosing the businesses featured each month.
Promotion
Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
)
Small Retail Business Spotlight Application
Prohibited product categories
Crib bumpers, Drop side cribs, incline sleepers, or car seats
Animal Products (fur from the killing of animals or cruel practice – mink, bearskin, angora, mohair); live animals; ivory/rhino or any endangered species
Critical Use Products – seek to save lives (CPR kits, emergency auto telephone dialer, etc.)
Invasive/Non-Invasive Self Treatment & Self Diagnostic Products
Breath Testing Devices and Breathalyzers
Drugs, Alcohol, Tobacco or Drug Paraphernalia
Supplements, folk medicines and snake oil remedies
Cosmetics using animal testing
Violent, obscene and pornographic materials
Weapons and weapon-related products
Profanity and banned words
Promotion of hatred, racism or intolerance including stereotypes on gender, nationality, race, religion or sexual orientation
Costumes that refer to specific cultures
Flags/Maps shown in destructive manner or manipulated
Nudity or sexual inuendo / sexualization of children
Gambling and wagering games/devices
Covert surveillance equipment (including surveillance drones)
High-risk recreation equipment
Fuel additives, gas mileage enhancers or other global hazmat related products
Currency with the exception of gift cards, collectible coins, or tickets
Unauthorized copies or reproductions of artwork that violate any copyright or trademark