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Shinola to open Downtown Grand Rapids retail location

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Shinola Grand Rapids
The newest Shinola location will be within the historic Peck Building in Grand Rapids, Mich.

Detroit-based design brand Shinola is bringing its high-end watches and leather goods to the west side of Michigan.

The brand is planning to open its 22nd retail location in downtown Grand Rapids, Mich. in the historic Peck Building, built in 1875. Located at 40 Monroe Center St NW, the renovated storefront’s opening coincides with Shinola’s “Thank You, Tenfold” customer appreciation event.

“We’re interested in creating timeless experiences with Grand Rapids community partners and establishing a strong brand presence that connects Shinola to the Grand Rapids market,” said Shinola CEO Awenate Cobbina. “After exploring the space at 40 Monroe Center and observing the walkability and vibrant downtown, we knew it made good business sense to make this home for Shinola in Downtown Grand Rapids.”

Shinola entered into a lease agreement with Rockford Construction to take on the new project.  Rockford Construction is overseeing the entire store renovation and buildout with guidance from Shinola’s in-house merchandising and branding team. Shinola is working with the City of Grand Rapids and Downtown Grand Rapids Inc. to install a city clock at the corner of Monroe Center St and S Division Ave, bolstering the store’s appearance.

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“Rockford has been investing in downtown Grand Rapids for more than 25 years and to welcome a nationally recognized brand like Shinola further solidifies Rockford’s commitment to downtown,” said Mike Mraz, president of real estate development at Rockford Construction.

Thank You, Tenfold is a series of 72-hour exclusives running each weekend through Dec.17. With limited availability, each Tenfold Event offer is valid during its designated week at the Downtown Grand Rapids Shinola store, other retail locations.

Founded in 2011, Shinola opened its first retail store in 2014. Four years later, the company opened a luxury hotel in the heart of Downtown Detroit.

Cobbina told Chain Store Age that Shinola isn’t targeting a specific region for further expansion, but rather searching for places where it can continue success with its main shopper demographic. Shinola’s strongest retail footprints outside of Michigan are Washington D.C., New York, Texas and California.

“We’re looking at Class A properties in communities where people appreciate and purchase products that are thoughtfully designed, well made, and built to last,” he said. “Our buyers traditionally trend toward being affluent males in the 25-to-65 age bracket, but we are increasingly seeing customers in the 18-to-35 year old range, and we are attracting more and more women. Whenever we explore new opportunities – whether they are product categories or geographic areas – we are seeking to further diversify Shinola’s buyer base.”

Cobbina added that the brand will review dozens of potential locations in the top 50-100 Metropolitan Statistical Areas for its “next chapter of growth.”

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