What Retail Can Learn From Magnolia Markethttps://www.chutegerdeman.com/wp-content/uploads/2022/01/MagnoliaMarket-HeaderImage-1440x428-2.jpg1440428Chute GerdemanChute Gerdemanhttps://secure.gravatar.com/avatar/27b8b1d5d4480e694e1d763231b8e868?s=96&d=mm&r=g
“If you build it, they will come.” Those are the famous words an Iowa farmer heard whispered in the classic 80’s movie Field of Dreams. While many retailers today could never rely on such undefined confidence (or unproven advice), the Magnolia Market seems to prove what it means to build a (retail) concept around community and strong (brand) values.
In the heart of small-town Waco, Texas, sits a home goods haven—Magnolia Market at the Silos. But way before the ground broke or the seed was planted for such a visionary retail concept, founders Chip and Joana Gaines were busy building their HGTV personalities on a show called Fixer Upper. With a fanatical fan following, desirable design aesthetic, a budding empire including brand partnerships with Target, and a cable TV network, it was only a matter of time until a physical manifestation of Magnolia emerged.
In 2015 the dynamic demo duo opened the mixed-use Magnolia Market at the Silos as an extension of the brand’s original home goods store. The charming, rustic retail destination now spans two and a half acres to create a community experience that fosters connection. Part retail, part hospitality, and outdoor activity space, the lifestyle retail center attracts nearly 30,000 visitors a week.
“Our vision for the Silos has always been to offer a place where people could gather and spend time together. It’s really an honor every time someone chooses to walk through those gates, and it’s important to Chip and me that the experiences we create across the grounds are unique and meaningful and offer something for everyone.” – Joanna Gaines, Magnolia Co-founder
The Magnolia brand is brought to life in-store through six uniquely designed freestanding cottages. Themed around particular segments including bath and body (Vie Bien Aimée), men’s provisions aka Chip’s favorite things (No. 16), bags and jewelry (Tried & True), books and stationery (Chapter One), kids and baby (Juniper & Crew), and women’s apparel (Reverie), these independent stores are unified with seasonal colors, and décor also found in print and online.
With many of the featured products available only in-store, shoppers enjoy a one-of-a-kind buyer satisfaction. Further creating a sense of discovery, Magnolia also presents products made by local artisans. Whether you’re a local native or just visiting, you can take home a little bit of Waco with you. Once you’ve checked off your list of home goods essentials, you can channel your inner green thumb at the gardening shop and then stroll over to the landmark grain silos for an incredible photo op.
For those who work up an appetite, Magnolia Market has you covered. More than a dozen food trucks, including Luna Juice Bar, Captain Billy Wizzbangs, and Cheddar Box, can be spotted on any given day. An adjacent green field with artificial turf creates the perfect place to sit back and relax or let the little ones loose. From cornhole to whiffle ball and hula hoops, there are activities to entertain all ages.
“If you come here and want to play whiffle ball for five hours and walk out without spending a dime, we’re thrilled that you chose to spend your day here. That’s really what it’s about.” – John Marsicano, Magnolia Spokesperson
If the day-to-day draw wasn’t enough, Magnolia Market hosts crowd commanding community events throughout the year. An annual “Silobration” celebration of the store’s opening, and vendor fairs like the “Spring at the Silos,” welcome dozens of artisans and makers from across the country to bring their products and passions. Live music performances on the lawn and rooftop picnics with views of the grounds make this the perfect place to hang out.
Curious to read more about innovative retail developments, check out our article Community Retail: The Lifestyle Center 2.0. We explore the eco-friendly retail campus Camp which brings together food, fashion, community, art, and music in a harmonious way.