New Design, Location, Boost Sales at Blue Goose Market 25 Percent

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New Design, Location, Boost Sales at Blue Goose Market 25 Percent

The Blue Goose Market's new design and location -- which it undertook to better serve shoppers in the newly developed downtown business/residential district of St. Charles, Ill. -- has already driven a 25 percent increase in sales, the retailer said yesterday.

The 30,000-square-foot store, relocated just a short distance from its previous riverfront location, was designed by Supervalu-owned Design Services Group (DSG) to emphasize old-fashioned service, high-quality perishables, and home meal replacement, including a broad assortment of sushi.

"I've known many of my customers since I was a kid stocking shelves," said Blue Goose's owner, Dave Lencioni. "But the city of St. Charles made it clear that they wanted to keep our store and make it a focal point of their new downtown plan. Their support made the choice to move a lot easier."

Blue Goose has served the St. Charles area for the past 75 years, and was originally located directly on the banks of the Fox River. Lencioni agreed to move a couple of blocks west when the city of St. Charles wanted to develop multifamily housing all along the riverfront.

The store's new design pays homage to this history by incorporating some of the old building's distinct design features. "The tower's sloped rooflines and arched entries were inspired by the old location's original design," noted Mike Klein, DSG's lead architect. "The entire design, from the tremendous amount of daylighting and the exposed roof, to the blue standing seam metal roofing on the towers and the canopy, was designed to give the store a spacious, airy feeling."

The interior of the store was designed to recall the historic period when the St. Charles downtown district began to boom in the 1920s and '30s with vintage tin ceiling panels, a dyed concrete floor, and old black-and-white photos of the original store. "The art deco look is being revitalized on the riverfront, and our aim was to make the store fit into this environment," said DSG creative design supervisor Harry Steen.

Conversely, the lighting is modern. Rows of large windows were added to let in natural light, and high-contrast spot lighting in various departments was installed to highlight the food presentation.

DSG provided store planning, interior design and decor, architecture and engineering services, project management, and equipment procurement for the new Blue Goose Market.