After their honeymoon to Paris was canceled during the pandemic, Vanessa Vu and Kevin Yu decided to channel their disappointment into motivation. 

Drawing inspiration from their passion for comics and Asian culture, the couple envisioned a unique café that would engage guests in a hand-drawn world, inspired by the Paris trip they never took.

Their journey led them to create 2D Restaurant, a fully immersive café in Chicago’s Lakeview neighborhood. 

Read on to learn their five tips on how to start a retail business.

1. Start with an Authentic Concept  

Vanessa and Kevin started with a deeply personal narrative that couldn’t be replicated. At 2D Restaurant, every room represents a “scene” from a fictionalized version of their dream honeymoon. The walls are covered with strong Paris visuals, like an Airbnb suite with a view of the Eiffel Tower and a vintage library filled with books inspired by their life.

If you’re figuring out how to start a retail business, begin with a story that only you can tell. It doesn’t have to be literal, but it should be meaningful and memorable. A well-crafted brand concept will be a strong guide for every product, space, and social post that follows. 

Not sure where to start? Think about experiences you’ve had that have shaped who you are. Trips, hobbies, and even relationships could be the catalyst for your next great business idea. 

2. Build a Business Around Your Strengths

Kevin and Vanessa didn’t try to do it all. Instead, they decided to lean into what they were best at, combining their strengths to succeed. 

As a former retail store manager with over 12 years of experience, Kevin handled kitchen operations and staffing. Vanessa, a professional interior designer, took on the space’s visual storytelling, branding, and customer experience. Their combined skill sets made 2D Restaurant what it is today.

Having retail success doesn’t mean you have to do it alone. First, try figuring out what skills you’re best at and use that to your advantage. Then, look for partners or additional employees who can help with the rest. With adequate support, you can turn your business idea into a reality!  

3. Pay Attention to the Details 

When you step into 2D Restaurant, you feel like you’re stepping into a graphic novel. The walls, tables, and chairs are painted in black-and-white linework, mimicking the comic book illustrations that Kevin and Vanessa love.

“Everything in 2D Restaurant was designed to give you that illusion, that happiness of escape… everything here is hand drawn from the wall, floor, tables and chairs to perfectly human scale,” Kevin explains. 

Creating that illusion took work. Over the course of 18 months, Vanessa developed the design, using iPad mockups, 3D models, and laser-guided freehand sketches. She partnered with a local muralist to hand-paint every inch of the restaurant, bringing their vision to life.

When starting your retail business, pay attention to these details: 

• Product Quality and Consistency: When your products consistently meet or exceed customer expectations, it builds brand trust and loyalty.
• Brand Consistency: Keeping your brand’s look and message uniform across all platforms improves recognition and customer connection.
• Attention to Environment: Designing a space that reflects your brand helps set the tone for your desired experience.

Focusing on these details can set your business apart, build lasting customer relationships, and ultimately lead to growth in your retail business.

4. Plan for the Long Haul 

Most business owners focus on the launch, but what happens after opening day can make or break your brand. At 2D Restaurant, their goal is to ensure that every guest, from the first to the most recent, has an unforgettable experience. To maintain this, Kevin and Vanessa repaint one quarter of the restaurant every month. It’s time-consuming, but essential.

Beyond upkeep, the team continues to introduce seasonal exhibits, interactive photo opportunities, and rotating menu items to surprise returning customers and stay relevant on social media.

When starting a retail store, remember that consistency builds trust. Your store should look and feel the same as when you first opened, but making small changes can build interest and engagement among customers. Keeping up with maintenance, refreshing your atmosphere, and updating your inventory will ensure your business lasts. 

5. Navigate the Logistics with Help

Navigating Chicago’s business licensing, permitting, and inspection processes wasn’t easy. Kevin’s prior work in retail management gave him a head start, but he needed support. The couple leaned on mentors, including Vanessa’s mother, a seasoned businesswoman in Vietnam, and tapped into city resources to navigate the red tape.

Their advice for others? Be prepared to learn on the job and don’t hesitate to ask for help. Every part of your journey will be a lesson in entrepreneurship.

Understanding licenses and compliance is key to success. If you’re unsure how to start a retail business, explore your city’s small business development centers. Having local guidance can save you time and money!

Conclusion

Kevin and Vanessa were able to start a business that brought together their love for design, flavor, and each other. Their story proves that retail doesn’t have to be transactional. It can be emotional, experiential, and even joyful.

If you’re considering starting a retail business, we hope these tips will give you the information you need to succeed. 

Want to learn about more retailers and their journey to retail success? Read more inspiring stories from retail leaders across Illinois who are making a difference.

If you loved learning about the 2D Restaurant story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!