About us

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As we celebrate our 21st Anniversary, we would like to acknowledge how grateful we are to support and be supported by the greater Milwaukee community. We have SO much love for our amazing customers, awesome staff, fabulous vendors and neighbors. THANK YOU!

Whether they spark a twinge of nostalgia or scream contemporary cool, we search local and afar to bring you creative, well-designed products for everyday living. We believe it's about life’s simple pleasures; a well made bar of soap, a beautiful plant, or reading a good book. MOD GEN has been a proud advocate for inclusion, conscious buying habits, old-school customer service practices and community underwriting. LOVE is LOVE! We are a safe space that welcomes all, and take great PRIDE in being in the heart of downtown Milwaukee.

Ps. Did we mention we're plant people?

Find over 1,000 fabulous houseplant in stock at any given time!

Gardening and garden design was the passion that first launched us as Garden Room in 2001, but we quickly learned that our love of great design and a thirst for creative living had fueled an evolution into something more than a garden store. In 2014, we decided rebranding as MOD GEN was a perfect contemporary twist on the classic general store and great way to sum up the wide variety of products we now carry.  July 2016 marked our next evolution with a move from Shorewood to the heart of Milwaukee’s Historic Third Ward. We’re excited to see what’s next!



Doug Gwen Jamie

Doug, General Manager & Buyer

Team member since 2005

Prolific collector of minutia.Dog lover. Gardener. Artist. East & West Coast transplant.


Gwen, Manager & Purchasing Assistant 

Team member since 2019

Jamie, Houseplant Buyer, Social Media Manager & Display Lead

Team member since 2002

Inquisitive artist & professional kitchen dancer. Plant nerd. Proud Mama to Pearl.



Kira, Supervisor Team Member Since 2021