MOD GEN store to move from Shorewood to the Third Ward

Wants to tap into growing downtown market

211-13 N. Broadway building in the Historic Third Ward.

Last updated on May 15th, 2019 at 05:03 pm

MOD GEN, a “modern general store” will move from Shorewood to the Historic Third Ward in Milwaukee.

The store is currently located at 2107 E. Capitol Dr. in Shorewood. That location will remain open until May 29.

211-13 N. Broadway building in the Historic Third Ward.
211-13 N. Broadway building in the Historic Third Ward.

It will move to a 2,500-square-foot space at 211-13 N. Broadway in the Third Ward. The four-story building was constructed in 1904.

“We are so fortunate to have found a location with great light and old world features that blend beautifully with our eclectic style,” MOD GEN manager Doug McDonald said in a post on the store’s Facebook page.

The store is expected to open at its new location in late June.

“This relocation is part of our long-term business strategy,” McDonald said in a news release. “Retail is a very competitive market and embracing change and looking to the future has been key to our success. Although we love our current space, we are excited to be moving to a more centrally located business district that will not only provide easy access for our current customers, it will allow us to tap into the developing downtown market. ”

The store opened 15 years ago in Shorewood and was originally known as Garden Room. It was rebranded as MOD GEN two years ago.

“We will continue to offer our unique selection of goods for the home and garden alongside a fantastic selection of houseplants and seasonal offerings at our new location,” McDonald said.

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Andrew is the editor of BizTimes Milwaukee. He joined BizTimes in 2003, serving as managing editor and real estate reporter for 11 years. A University of Wisconsin-Madison graduate, he is a lifelong resident of the state. He lives in Muskego with his wife, Seng, their son, Zach, and their dog, Hokey. He is an avid sports fan and is a member of the Muskego Athletic Association board of directors.

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