From Brick-and-Mortar to Wholesale, Owen + Alchemy Owner Finds New Way to Help Brand Thrive

When the cold-pressed juice trend made its way from Los Angeles to Chicago in 2014, Owen + Alchemy, a juice bar with alternative milks and a small menu of healthy eats, was among the first to hit the city. But unlike other juice bars, customers didn’t enter to find bright walls with health mantras written on every surface. Instead, Owen + Alchemy boasted refined and modern touches, like charcoal walls, bronze accents and lush greenery.

Looking to take the brand to the next level, in late 2016, Owen + Alchemy Founder Anne M. Owen decided to close the one brick-and-mortar location in Logan Square, Chicago to instead distribute product wholesale throughout the city. A massive transition for the brand, Owen spoke with 1851 about her decision to close the retail location and work with distributors to completely alter the path of her business.

“It was a difficult and very personal decision,” says Owen. “The retail location was important for a lot of reasons, especially in terms of our interaction with customers. However, when it became apparent that scaling the retail model probably wasn’t going to be sustainable, I had to make a major pivot and decide how to keep the integrity of the brand, while changing the way that consumers interact with it.”

What ultimately led Owen—who initially built a decade-long career in magazine publishing—to open her own business was a desire to do something she felt mattered. Growing up and living in Chicago, she recognized that the Midwest was lacking in plant-based and progressive food options, and she wanted to do something about it. For Owen, juicing had changed her life, given its convenience and the jam-packed nutrition one can receive from a simple beverage.

After opening in 2014, the challenges that coincide with retail became very apparent to Owen, and she realized the necessity of being able to scale her business. Even so, she managed to build a strong brand and quality product. When it became clear that the brick-and-mortar location would prove detrimental to the business, Owen refused to simply give up. Instead, she chose to look at her business and ask the tough questions, figuring out what steps she needed to take to not just save the brand, but to make it even better.

“The challenge will be continuing to connect with consumers in a really personal way,” says Owen. “My hope is to evolve as a lifestyle brand, to evolve our product to fit what people are looking for and to continue making healthful sustainable beverages that are steeped in centuries-old history and knowledge of the power of plant-based ingredients.”

To maintain these goals, Owen’s first plan of attack is to partner with the best vendors for the brand, meaning businesses that have values aligning with those of Owen + Alchemy. Two such names are SoHo House, which has a club located in Chicago’s West Loop, and Eataly, which is located in Chicago’s River North neighborhood. Though Owen says she’s currently planning on keeping the business local to Chicago, she’s also open to national opportunities in the future.

“Though necessary, this transition has been completely challenging,” says Owen. “Aside from my friends and family, who are by default my biggest supporters, I’ve found that other local business owners have brought me so much support and strength. I’m excited to see what the next year holds.”