ownership of her three retail locations wasn’t materializing due to high barriers in prime retail corridors, but Guenther didn’t want to ignore the opportunity to build equity. The Guenthers bought a Michigan lake house to rent on Airbnb, seeking to build retirement income. “I used my design knowledge to
outfit the space, but also, I’m build- ing a new real estate portfolio,” Guenther says.
Leasing for Growth Guenther’s decision to keep leasing is a calculated move to “own the customer’s attention,” she says. She leans into the adage of “location, location, location” by prioritizing newer, high-performing strip malls anchored by high-traffic giants like Starbucks. In these spots, the rent is high, but the “drive-by advertising” is free, Guenther says. “A Starbucks drive-through looks
into our store windows. You can’t ask for better advertising,” Guenther explains. “Starbucks is bringing the people. That has been fantastic for us.” Because that space comes at a
premium, Guenther makes sure it per- forms. “I don’t want to give money to a storage room,” she says. To maximize the footprint, her stores put the floral design process on center stage, where watching centerpieces come to life sparks conversations and sales. Ultimately, the right space depends
entirely on the business model. When Kobylinski owned In Bloom, it had a large online business and didn’t need to pay high rent for visibility; they need production efficiency. Kobylinski opted for cheap warehouse space with room for industrial coolers and massive inventory storage. “A growing suburban florist maybe
has a small satellite store that is like a billboard in a high traffic area, but it’s more of a marketing strategy,” Kobylinski says. “Or maybe you’re an events-based florist, then you have a very different everyday customer, you need more cooler space, more trucks. You need parking, and space. … You must first know who you are and then find the space that fits the business.”
Sarah Sampson is a contributing writer for Floral Management.
The magazine of the Society of American Florists (SAF) 25
STRATEGIC EXPANSION WildFlower’s newest retail location reflects owner Christine Guenther’s focus on growth — expanding market presence while keeping long-term equity and business value top of mind.
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