Shopping in a typical antique store can be an overwhelming experience. You can spend hours wandering through cubbies filled with nick knacks, kitschy castaways and furniture you’d have to fix up to make suitable for your home. Somewhere in that mass of merchandise may be the one item you’re looking for, but you may never find it.
For some people that is part of the adventure. But for others it is an unsatisfying experience.
Neal Kielar wants to serve those others. “Any store can have stuff, and it can be great stuff,” he says. “But if your environment and the experience isn’t inviting, your inventory is more of a commodity.”
Kielar is owner and creative director at MidModMen+friends, a St. Paul, MN retailer of restored and modern home furnishings. MidModMen offers a refreshing experience for people searching for Midcentury modern treasures for furnishing their homes.
For starters, the store focuses on quality merchandise over novelty or quantity. Shoppers are treated to top quality merchandise because each piece is cleaned and restored to its former glory.
Sometimes better than its former glory:
Faded wood is lovingly refinished. Worn chairs and couches are reupholstered with fabric that maintains the original vintage look. Every item on display is high quality and ready for show in your home.
The same attention to detail extends to how products are staged inside the store. “We stock just enough merchandise to engage curiosity,” says Kielar. “Customers can make one or two circuits through the store, but there’s not so much that they feel overwhelmed and can’t make choices.”
MidModMen is an excellent case study on how to add value in new ways to create a unique customer experience. That’s why we’ve invited Neal Kielar to be our guest on the Go for Heart program. Listen in to learn:
- How to build a community of loyal customers online and in-store
- How to build a brand that stands for something that matters to customers
- How to create anticipation for visiting your store every week
- How to extend the customer experience to social media marketing
- How to create a brand story your customers will love to tell
MidModMen: Experiential Marketing by Design
MidModMen+friends is a St. Paul, MN retailer of restored and modern home furnishings. The award-winning store takes a fresh approach to retailing based on consistent quality of goods, everyday attainability, authentic customer interaction, and social and physical community. It has been recognized by three top local publications as Best Place to Buy Furniture, Best Midcentury Furniture and Accessories Store, and Top New Boutique Store in the Twin Cities.
About Neal Kielar
Neal Kielar, along with his partner Jon Mehus, is owner of MidModMen+friends. Prior to launching the business in 2012, Neal spent more than 30 years in brand and content marketing. His clients included Disney/ABC, Time Warner, the Oprah Winfrey Network, United HealthCare, FedEx, Yahoo!, Kitchenaid, and multiple financial services and technology companies. He is also the Creative Director for MidModMen.