About two years after the
closure of 108-year-old oriental rug store Kashou Carpets, its former building on Milwaukee's East Side has become home to a new business venture that retails a very different product line, but shares some of the same family roots.
Kind Oasis quietly opened its doors in June, at 2169 N. Farwell Ave. The business sells its own brand of CBD products as well as other Wisconsin-based CBD brands, home goods and gifts, and will soon start selling confectionary and bakery items from an in-house commercial kitchen.
The store is co-owned by Salem Kashou, who comes from a family of local entrepreneurs. He most recently led Milwaukee-based Sandwich Bros of Wisconsin LLC, a
division of Kangaroo Brands, which was founded by his father, John Kashou, in 1979.
Salem's uncle, Robert Kashou, operated Kashou Carpets as its third-generation family owner and still owns the 7,000-square-foot building, now home to Kind Oasis. Robert is also a partner in the business.
After several renovations and updates, the storefront looks different and more modern than it once did. But the past is very much alive at the century-old building, said Salem Kashou in an interview with BizTimes Milwaukee.
"It's great to work in this old building, where my grandfather and great grandfather worked, walking through the same front door that they walked in for so many years," he said.
Antique tables and other furniture from Kashou Carpets is used now to display merchandise at Kind Oasis.
Launching a new retail concept amid the ongoing coronavirus pandemic has presented some challenges and kept the store from holding an official grand opening, said Salem, but business this summer has been steady.
In light of COVID-19 Kind Oasis offers masks for all shoppers, hand sanitizer throughout the store, and continuous cleaning of high-touch surfaces, in addition to touchless payment processing.
"We know that people need the products that we have to offer," he said "We know there are a lot of people who are stressed out and could use any help they can."
CBD is often used to help treat a range of ailments, from joint pain and inflammation to insomnia and anxiety.
The Kind Oasis product line includes edible gummies, oil, capsules, vape cartridges, sport balm and pet products. Some items are made in-house, while most are sourced from manufacturers around the country, said Kashou.
In addition to the new store and e-commerce site, Kind Oasis distributes its products to other CBD retailers in Wisconsin and is currently considering plans for a line of white-label products to sell at stores in the area.
Kashou's has partnered with Erik Willms to head the CBD side of business. Willms, who is one of four part-owners of Kind Oasis, worked in industrial hemp production in Montana for the past 10 years.
"Our aim is to set the bar for CBD quality in Milwaukee," said Willms. "We’ve seen the wide-ranging comforting benefits that come with using quality CBD for chronic muscle and joint pain, insomnia, anxiety, focus, stress, and even depression. That is why we place such a huge emphasis on education and third-party testing."
Other CBD brands sold at Kind Oasis include Medterra, Plant People, and Green Roads.
The store's food development efforts will be headed by
Dane Huebner, who brings a 20-year career in cheesemaking to the team. Kashou said the commercial kitchen will provide an additional source of revenue once production of both wholesale and retail items begin in early October.
Juggling a few different business channels requires flexibility and the ability to adapt as needed, especially with looming uncertainty brought on by the ongoing pandemic.
"Not only are you dealing with a difficult business environment, you're also dealing with a difficult business category on top of it," he said, in reference to CBD production and retailing.
Although, Kashou has been able to draw on past experience working in the commercial food industry. Similar to healthy food, CBD products can be used to help people live better lives.
The Kind Oasis storefront also has a free event space where community members can host educational seminars, community events and fundraisers, as well as an option for local artists, musicians, fitness gurus, and others to host their own pop-up events, the business said.
The East Side BID on Thursday will hold its weekly
'Rally ON' event at Kind Oasis. The event aims to introduce and drive foot traffic into local businesses in the East Side neighborhood.
