Isom IGA Builds Back With IGA Décor Package

When a devastating flood swept through southeastern Kentucky, the small community of Isom felt the impact deeply. With 44 lives lost and over 5,500 homes destroyed, the scale of the disaster was beyond anything they had anticipated.

Over at Isom IGA, the devastation was evident in every corner, with floodwaters filling the store. The Christon family, who has owned the store since 1998, was so overcome by the thought of rebuilding, they initially considered selling to a Dollar General Market who had shown interest in purchasing the property a year earlier.

Yet, as they returned to assess the damage, the Christons realized how crucial their store was to the community. Amid the wreckage, there were so many memories — pictures of family and customers, an image of owner Gwen Christon cutting the ribbon during the grand opening, and the aisles that Manager Simon Christon, Gwen’s son, grew up in.

Incredibly, customers, though struggling with their own losses, approached the store, eager to help with cleanup. This overwhelming sense of community led the Christons to a profound realization: reopening the store was not just a business decision, but a commitment to the people who had stood by them through thick and thin.

2022: Isom IGA Employee Dale Blair pushes a cart of products that were thrown out. Photo credit: Ryan C. Hermens, Herald-Leader.

Embracing a New Vision

After much discussion and prayer, the family decided they had to rebuild. But rather than just putting things back the way they were, they wanted to create a store that reflected the heart of their community. That started with a new look and feel to revitalize the space, which still had much of the décor from the grand opening celebration in 1998.

Immediately, the Christons knew they wanted to use the IGA Décor Program. Simon, who has always loved design, took the reins on the design initiatives. 

“MDI has a great design team, along with IGA, and they sent us this décor packet that has a dark charcoal gray, almost a black color called iron ore," he said. "I love the dark color with the white accents. It looks really fresh and modern.”

Christon noted that not everybody was on board with the design at first. He explained that some employees were worried that it would be too stark of a contrast from the more traditional feel they had previously embraced. However, Simon was confident that this look would be a great way to resonate with loyal patrons, which trended toward an older demographic, while also attracting a younger audience.

Cheyenne, Simon, Gwen, and Arthur Christon (left to right) join IGA CEO John Ross (far left) in cutting the ribbon upon reopening in 2023.

Choosing the Design

Once they had decided to go with the IGA Décor packet, the first step was deciding which design to go with. 

“MDI makes it so easy, they almost spoil you. Their design team is so good,” Christon said.

MDI first sent the Christons a few different designs, which they narrowed down to their favorite. Next, they received a rendering that illustrated exactly what the design would look like in their store.

Store Owner Gwen Christon stands at the new fast lane checkouts.

Customizing for the Isom Community

Although Christon loved the overall look of the package they chose, he felt like they could improve on the images of people included in the decor packet. Looking to better capture their community, Christon contacted local photographer Malcolm Wilson for help sourcing images. When he and his wife Cheyenne went to visit Malcom, they expected to review a handful of photos. Instead, they were there for hours, pouring over hundreds of images of their community.

Eventually, they narrowed it down to images of local figures, such as Hope Campbell pictured with her Bible, her son Randy Campbell, a local coal miner, and notable banjo player Lee Boy Sexton. Other pictures celebrate local entrepreneurs, such as Ted, who produces honey in the region, and Black Sheep Bakery, a bakery that hires previously incarcerated individuals and provides them with steady work.

Once the photos were selected, Christon sent them over to MDI to plug into the design. When everything was finalized, a representative from MDI came out to install the package. Even though the store was closed, Christon said that the representative was very careful about making sure that nothing was in the way. He felt that, even if the store had been open at the time, there wouldn’t have been any disruption to his operations.

With the full package up, Christon said that one of the things he loves most is how unexpected the pictures are.

“You wouldn’t expect to walk in the grocery store and think you're going to an art exhibit, but it creates a lot of talk in the store. A lot of these families come in and take pride in seeing their family members up there being represented and it's just a great conversation starter for anybody that comes in the store. It makes it feel like their home.”

Hope Campbell, a local Isom resident, is pictured on the store signage with her Bible.

A Heartfelt Reopening

After nearly 10 months of remediation and rebuilding from the floods, Isom IGA was ready to reopen. But before opening their doors to the public, they decided to have a soft opening for families featured in the décor. It was an emotional event, filled with tears and gratitude.

The next day, the official grand reopening drew crowds from miles around, with cars lining up to celebrate a store that felt like home to many. Customer reactions to the new design were overwhelmingly positive. The store became a vibrant gathering space, filled with personal touches that made each patron feel valued and included.

Hunt Brothers Pizza sits next to the deli, where another local resident is featured on the signage.

The Impact on Business

Since reopening, the store has nearly doubled its sales, with foot traffic growing as people come through the doors to view the photographs and refreshed look and end up leaving with a cartful of groceries. The thoughtful design and local elements created an atmosphere of pride and engagement, transforming the grocery store into more than just a shopping destination—it became a community hub.

Employee morale also benefited from the changes. Knowing they worked in a space that celebrated their community and put in the effort to make the store so inviting, fostered a sense of ownership and responsibility among staff. Christon noted that customers were not just returning for groceries but to experience a place that reflected their own lives and stories.

A Message to Other Retailers

For other retailers contemplating similar changes, Christon recommended taking the plunge. Investing in impactful décor yields substantial returns — not only in sales but in strengthening community ties. When a store invests in its community, it fosters loyalty that goes beyond mere transactions.

In a world where many businesses can feel faceless, Isom IGA stands as a testament to the power of local connection. It serves as a reminder that in times of crisis, communities can rally together, turning devastation into a renewed spirit of hope and collaboration. With the help of the IGA décor program, Isom IGA has built back from the flood and is ready to move confidently into the future.