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West Village pop-up store to promote time spent outdoors in the city

Mor & Co.

After making an online debut, a Detroit-based outdoor equipment and lifestyle store is set to debut as a pop-up on Saturday, July 25, at the Red Hook coffee shop in the city's West Village neighborhood.

MOR & Co. is the outdoor store for city folk, says founder Sarah White, a West Village resident. The products she carries aren't meant for ambitious excursions far outside the city center, but rather for stimulating outdoor experiences on a day-to-day basis. Be it gardening or biking, recreation in the backyard or a city park, White proposes that small outdoor experiences are as important as the big ones. It's important, she says, to break away from the screens of devices we use at work and at home by being pro-active about spending time outside. She hopes that MOR & Co. will help Detroiters do just that.

White's goal is to open a brick-and-mortar location some time next year. For now, she plans to build a customer base through a series of pop-ups and an ever-present online store. At Red Hook, she'll be selling summer wares like hammocks, picnic blankets, and marshmallow roasting sticks. She's also been collaborating with other Detroit businesses and will be carrying custom-made citronella candles from Detroit Rose Candle Co. and s'more packages from the Detroit Marshmallow Company. Future collaborations include custom picnic-inspired drink mixers from Wolf Moon and tree swings from Reclaim Detroit.

A Grosse Ile-native, Sarah returned to Michigan with an MBA in Design Strategy after graduating from the California College of the Arts in 2014. In school, she studied a triple bottom line approach to business, an idea that promotes creating positive impact through people and planet in addition to profits. She's currently searching for community partners to promote outdoor activities throughout the city. It's also a program very much focused on the study of design, something that affects nearly every aspect of the way White is approaching her business.

"When I look at the design of something, it's not just what does it look like, but how does it work, where did it come from, who made it, what's their story, how am I going to sell it, what does someone do with it after it's done being used? All of those are important components," says White.

White hopes to open a permanent location by next year--she's thinking either West Village or Eastern Market as potential destinations. It's pop-ups in the mean time, which she considers a valuable opportunity to gather feedback from the community. In addition to the pop-up at Red Hook, she'll be taking part in the West Village better block initiative Aug. 1.

Red Hook Detroit is located at 8025 Agnes St. MOR & Co. will operate out of the shop from 8 a.m. to 6 p.m. on Saturday, July 25.

Source: Sarah White, founder of MOR & Co.
Writer: MJ Galbraith

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Read more articles by MJ Galbraith.

MJ Galbraith is Model D's development news editor. Follow him on Twitter @mikegalbraith.
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