Posted by on Feb 26, 2013

4665 Cascade Rd SE
Grand Rapids, MI 49546


Expanding and remodeling a store is an opportunity not only to communicate your brand but to create new habits and disciplines in the sales team. Kennedy’s Flowers & Gists in Forest Hills, Cascade MI took on the challenge in 2013.

This family business, owned by Lori Haveman, enjoying more than 20 years in the floral and gift business, decided to take over neighboring tenant space in their building to expand their store. They turned to their architect, Don Smalligan who referred r.o.i. Design, experienced retail designers.

While the overall appeal of the new store is light, bright, clean and clear, the real success was a new layout and managing the customer’s experience. Creating definitive departments and dedicated space for merchandise not only helped the customer, it enabled Kennedy’s to monitor inventory much easier. The discipline of eliminating clutter and opening up views in a store that has so many SKU’s will continue to be the goal for operations.

Design features that resonate with their brand and are favorites of the team include:

  • Reclaimed ash wood service counter and walls from trees cut down in Grand Rapids due to the Emerald Ash Borer infestation
  • Bright paint accents
  • The delineation of departments through changes in floor finishes
  • New open shelving that captures needed floor space in front of windows without blocking light
  • New decorative lighting