Eco-friendly Retailer Redefines its Niche to Stay Competitive

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Olive, Fine Organic Living®, located in Milwaukee, WI, has been constantly evolving ever since it opened its doors just over four years ago, at the onset of The Great Recession. In order to survive, its direction is shifting once again, this time towards offering different product lines to reach a more diverse customer base. Redefining its niche, Olive stands poised again, equipped to handle the ongoing challenges of being a specialized retail business in a continually volatile economy.

Having moved to its current location just less than 18 months ago, Olive is already looking to expand its showroom to accommodate a substantial addition of new product lines. Here is a look at what the new space will showcase:

-Organic Mattresses –

The timing is ripe for this product line, as consumers have clearly begun to identify the health advantages of purchasing a natural, organic mattress, versus a traditional, chemical-laden one. Numerous studies are now reporting the long-term negative side effects of being exposed to toxic chemicals on a nightly basis, and conscientious shoppers are actively seeking out these healthy mattress alternatives, regardless of a slightly higher price.

Even with the increasing demand for these organic mattresses, Olive will be the first and only brick and mortar store in Southeastern Wisconsin to sell them. This means that there are currently no other showrooms for customers to try-out these mattresses within a 75-mile radius.

-Sustainably Manufactured Furniture, Home Goods, and green Building Supplies -

With no other high-end furniture galleries in the neighborhood, and no one else offering “green” building supplies throughout the city, Olive will quickly become a destination for local homeowners looking to retro-fit their homes with more eco-friendly materials. Partnering with an established Green paint, flooring, and countertop dealer (The Green Design Center in Waukesha –, the store is ready to hit the ground running, and has already sold a few gallons of paint just by mentioning that it was now available.

-Infant Products –

Parents have become increasingly willing to buy their children natural and organically made products. So, Olive will expand it’s baby product lines and now carry more essential daily use items, such as baby carriers, wraps, diapers, changing pads, etc. Although the store will still carry some apparel, more of an emphasis will be given to selling these higher necessity items.

By diversifying its product line, this broader scope of products should attract more customers, both locally and online. Look for Olive to incorporate baby and wedding registries as a new method for selling these new products in the near future, too!

As of the date of this press release, Olive’s expansion is on schedule to be completed and should be open by the beginning of October 2012, just in time for fall/winter, indoor, home-project season. A Grand Opening celebration is scheduled for Saturday, October 13 from Noon until 5pm.

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David Neubert
Olive, Fine Organic Living
(414) 332-2710
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