For over 22 years, the Kinnaman family has operated a business out of their 11,000 square feet of retail space located at 670 South Stratford Road in Winston-Salem. Originally known and loved as Kinnaman’s Furniture, the business took a new direction in 2019.
“After processing three tractor-trailers’ worth of furniture a week for 20-some years, my mom, Niki, was ready to retire,” said Michelle Kinnaman. “Or at least semi-retire, and turn the bulk of the business over to me. And I was ready to make a change to the business model.”
But Niki is definitely a part of the operation. Michelle and Niki are a mother-daughter duo who show no signs of slowing down. However, Michelle’s new business model is something that enables them to give back, support others, and still be in touch with the customers they’ve grown to know and love after over two decades in business.
Your Home Marketplace Overview
“We are no longer exclusively a furniture shop,” Michelle explained. “We are a vendor mall, featuring over 75 vendors in our store. But to be clear – we are not an antique mall. It would be most accurate to refer to us as a designer-boutique mall. We are extremely selective about our vendors, and we have such an incredible array of home items, gifts, and clothing! The sky really is the limit when it comes to the unique selection of inventory at Your Home Marketplace.”
She continued, “The store needs to be experienced to be fully appreciated. People are always surprised at their first visit. We don’t look that large from the outside, but once inside, there is much to be discovered. Our vendors have carefully arranged their inventory in such a beautiful, inviting way – one could spend hours looking and discovering new things!”
From original artwork, repurposed home goods, vintage items, and handmade gifts – the vendors who showcase their wares at Your Home Marketplace are in great company with one another. “We hand select our vendors,” shared Michelle. “And currently, we have a waiting list. We were very proud that when our initial six-month vendor contracts were up for renewal, 90% of our vendors re-signed with us. It’s a testament to the relationship we have fostered and developed with them as we act as a liaison between their inventory and the customers who visit our shop.
“Our vendors take a lot of pride in their allotted space. Every vendor space is decorated tastefully and never cluttered. Vendor inventory sells quickly, so there is always something new to see. Our store is neat and clean, and our vendors have helped create a warm, inviting atmosphere for our customers.”
Something for Every Room
Michelle and Niki Kinnaman are hardly passive when it comes to the business. Though the inventory is ever-changing and based on 75+ vendors, they still know what they have in house and where things are located. Moreover, they know what their customers want. “We’ve found that the millennial generation loves the mid-century modern look, and we have several vendors who feature that type of furnishings and home accessories,” said Michelle. “After 20-years in the furniture business, it’s been fun to see things come back around and learn how a new generation is decorating with some of the unique pieces that cross paths in our store. And we have the popular mid-century modern, as well as Modern Farmhouse, market samples, as well as repurposed and antique furniture.
“We can also help anyone who is looking for a specific something,” she continued. “For instance, with summer in full swing, setting up an outdoor living room is a priority for many families. We have plenty of garden furniture and accessories in stock, as well as indoor/outdoor area rugs, which add a great deal of homey-ness to a deck or patio. We have some wonderful wind chimes that are just begging to be enjoyed as one sips tea on a lazy summer evening!”
An Art Gallery
“At Your Home Marketplace, we feature many local artists, as well as two nationally-known artists,” said Michelle. “We are so proud of the talent in our community. Winston-Salem is home to some true artisans, and our walls are covered with their work. The artwork in the store really is one-of-a-kind, and features everything from cityscapes to landscapes.”
A Gift Shop
“Perhaps it’s a gift! Our vendors’ inventory has everything from food products to jewelry… children’s games and clothes… candles, baskets, books, mirrors, artwork, bags, and so much more! It’s impossible to list them all! But a couple of items to point out…. One of our vendors invented a really creative “Bowl-der Holder.” These are rounded and shaped trivets that a bowl can sit in as it’s being microwaved, and removed from the microwave without creating burns! It’s so clever, and she makes them in college and national team patterns!
“We also have two craftsmen who hand make ‘live edge’ tables from various wood types such as black walnut, mahogany, and cherry. They are incredible and functional works of art!”
Michelle also shared that for the hard-to-buy-for, Your Home Marketplace is the ultimate destination for gifts for any age. “One of the most unique pieces in the store is an original antique wooden pinball machine! What dad wouldn’t love this? It’s circa the 1930s and in impeccable condition! It’s a great showpiece and a definite conversation starter!”
Your Home Marketplace Is Online
For the Kinnamans, it’s not just about the success of their business. It’s about the success of ALL the businesses represented in their store. “We care about our vendors and their success,” said Michelle. “We are essentially supporting 75+ small business owners through our own small business. And we are tireless when it comes to promoting our vendors online and on social media. We are constantly updating Facebook and Instagram with pictures of our inventory and showcasing the products available. And on Tuesday and Thursday nights from 7 – 7:30 PM, I host ‘Live with Lee’ on Facebook!”
“Live with Lee is our twice-a-week online get together with our customers, which allows them to enjoy special pop-up sales from the comfort of their home, as well as meet some of our vendors! We’ve had a lot of fun with ‘Live with Lee,’ and look forward to continuing it regularly. It’s a great way to shop if you haven’t had time to stop by the store!”
In addition to their Facebook and Instagram accounts, Michelle is also diligent about updating the Facebook marketplace! “We work hard to get the word out about our store’s ever-changing inventory,” said Michelle. “We have had customers drive all the way from Georgia because of our commitment to making our store bigger than the four walls of our physical brick and mortar location.
“Supporting small business has always been important,” said Michelle. “It’s the infrastructure of the American economy! And never has it been more important to shop small, shop local. Our COVID-19 world has wreaked havoc on our economy, but we are proud that our business is helping others through this. We, along with our customers, are supporting local entrepreneurs and artists…. It’s the best kind of business to be in!”
Your Home Marketplace is located at 670 South Stratford Road in Winston-Salem. Call the store 336.659.0099 or visit online at YourHomeMarketplaceNC.com. Be sure to like Your Home Marketplace on Facebook and follow them on Instagram! If you are a vendor interested in learning more about Your Home Marketplace, stop by the shop with pictures of your merchandise. Michelle and Nikki will review. Currently, there is a waiting list to become a vendor at Your Home Marketplace.