The new Organic Garage store in Toronto will serve as the brand’s flagship.
“I think that with this new-look store, we will be on more people’s radar than maybe we were previously,” Lurie said.
Organic Garage’s streamlined formula positions it for success, he noted.
“I’m a big believer in design and décor as a way to retain customers,” Lurie said.
Scheffel told SN that many of the décor items found throughout the store were positioned to appear as “found items.” Props used for display purposes were often made to look older to capture the desired aesthetic.
Lurie told SN that his store is a “one-stop shop,” with a wide selection of organic brands to choose from at lower price points than Whole Foods.
Lurie said that the modern shopper does not need in-store dieticians to inform decisions. However, detailed signage, such as the displays pictured here, can tell customers all they need to know.
Scheffel said designing the flagship was a “collaborative” experience that helped Organic Garage display its “true brand.”
“There’s an edginess to the brand and to the tone,” he added.
Organic Garage’s produce selection is 100-percent organic.
Lurie isn’t worried about traditional grocers getting in on organic. He said his level of selection will ensure that he can outpace them.
“They can’t be committed to it like we are,” he told SN.
“Our goal is to continue to drive costs out of the system so we can continue to be competitive on price,” said Lurie, adding that high prices are what hurt health food stores.
A more bare-bones business model, like the one Organic Garage employs, will allow it to keep customers happy when they reach the register, he said.