Shinola Opening Store in Grand Rapids, Marks First Decade in Business

Shinola, the Detroit-based design brand known for watchmaking and its commitment to American manufacturing, will open a new retail location in downtown Grand Rapids this November.
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Future Grand Rapids Shinola store
Shinola, the Detroit-based retail operation, is opening a store on 40 Monroe St. in Grand Rapids. // Photo courtesy of MyEListing

Shinola, the Detroit-based design brand known for watchmaking and its commitment to American manufacturing, will open a new retail location in downtown Grand Rapids this November.

The new space, opening 10 years after the brand began retail operations, will be the 22nd Shinola store in the United States.

The Grand Rapids opening coincides with the launch of Shinola’s “Thank You, Tenfold” customer appreciation event. The store is located at 40 Monroe Center St. NW in Grand Rapids.

Shinola entered into a lease agreement with Rockford Construction, a real estate development company in the region, to secure the location. The company’s decision to open a store in the historic Peck Building in downtown Grand Rapids is part of a decade-long commitment to fostering local partnerships and contributing to the economic growth of the communities in which the company does business.

“We’re interested in creating timeless experiences with Grand Rapids community partners and establishing a strong brand presence that connects Shinola to the Grand Rapids market,” says Awenate Cobbina CEO of Shinola. “After exploring the space at 40 Monroe Center and observing the walkability and vibrancy downtown, we knew it made good business sense to make this home for Shinola in downtown Grand Rapids.”

The Shinola retail space is being renovated and stocked in time for a grand opening that coincides with the company’s “Thank You, Tenfold Event” — a sequence of 72-hour exclusives running each weekend through Dec. 17.

With limited availability, each Tenfold event offer is valid during its designated week at the downtown Grand Rapids Shinola store, other retail locations, and at shinola.com.

“Our team is pulling together a new store and grand opening plan in under five weeks — this is typically a six-month process,” says Cobbina. “We are confident the effort and investment will deliver considerable returns.”

Rockford Construction is overseeing the entire store renovation and buildout with guidance from Shinola’s in-house merchandizing and branding experts. Shinola is working with the city of Grand Rapids and Downtown Grand Rapids Inc. to install a city clock at the corner of Monroe Center St. and S. Division Ave.

“Rockford has been investing in downtown Grand Rapids for more than 25 years and to welcome a nationally recognized brand like Shinola further solidifies Rockford’s commitment to downtown,” says Mike Mraz, president of real estate development at Rockford Construction. “We continue to bring a holistic perspective to projects as real estate developers, builders and property managers – this was a team approach maximizing Rockford’s full-service offerings.”