Walking into the 880 ft2 (82 m2) store, what makes Artichoke stand out, both in its local community and that of other gourmet housewares stores, is almost immediately evident. While many storeowners in small locations attempt to maximize every square inch of space and fill it with product, the Hughes’ took a different approach that supported the branding they wanted to portray. The store’s unique merchandising and product selection strategy follows its open concept approach and highlights a showroom aesthetic. The owners will not on-board anything that doesn’t fit with the branding of the store, which includes a product’s aesthetic appeal from design to packaging. The couple even avoids putting displays for impulse buys and add-ons near the register, regardless of its success in other stores, in order to maintain their streamlined, clean look.