Morgan Li Founders Speak on Retail Experiences

Morgan Li Founders Featured in Authority Magazine

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What does it take to create an unforgettable retail experience? This is the question posed by Authority Magazine’s editorial staff in their latest series titled How To Create A Fantastic Retail Experience That Keeps Bringing Customers Back For More.

Authority Magazine Series: What It Takes to Create Fantastic Retail Experiences

Over the past three years, Authority Magazine has run this series, speaking with brand leaders, technology companies, and their partners on what it takes to create a meaningful, memorable customer experience. And in a recent article, Morgan Li founders Andy & Jonathen Rosenband got a chance to share their story and insights.

Morgan Li Founders Andy & Jonathan Rosenband Speak with Authority Magazine

The entire article, aptly titled Andy and Jonathan Rosenband Of Morgan Li On How To Create A Fantastic Retail Experience That Keeps Bringing Customers Back For More is an exciting read, offering a ton of information from a unique perspective—a custom manufacturer of fixtures, furniture, and graphics.

From humble beginnings as a fixture refurbishment company to a soon-to-be nine-figure business, Andy and Jonathan have combined vision and action, tactics and strategy—all focused on creating unforgettable experiences that bring people back. So, what did they have to say about the journey? A whole lot.

We highly recommend you take the time to peruse the entire article summarized below.

The Origin Story

Morgan Li might only have been around since 2009, but its legacy dates back more than eight decades. A third-generation business, the company was built on creating longstanding relationships with customers from big box to boutique.

From the patriarch Maurice to his son Phil—down to Andy and Jonathan eighty years later, the journey has been fueled by unwavering experience, relentless determination and a commitment to offering unparalleled manufacturing options.

A Growing Process

Starting with four employees, the journey from nothing to today has had its share of ups and downs. When asked about the funniest mistake on their journey, Andy and Jonathan shared this amusing tale:

“During our early days, we were tasked with installing an Adidas shop within a Nordstrom store in Los Angeles. Upon reaching the site, the truck driver unintentionally drove the top of the truck into the building’s roof, rendering it impossible to unload the shipment conventionally.”

How’d they fix it? With the same grit that got Morgan Li where it is today:

“In the face of this unexpected predicament, we quickly realized that leaving the job undone was not an option. Determined to fulfill our commitment, we took matters into our own hands and ascended the truck, unloading the products ourselves.”

Those Who Made It Possible

From the Morgan Li team to the people who mentored the cofounders, today’s success wouldn’t be possible without the help and guidance of those around them.

One of those most important to growth? Andy and Jonathan’s father Phil, who brought a few decades of leadership experience in the fixture business. After all, while Jonathan served his time in the fixture business, Andy was honing his craft in professional soccer. And Phil was imperative—both in the early days and now.

Inspiring Reads

Getting to the top requires leaders to read, listen, and learn. And one of the most inspiring books cited in the interview? Shoe Dog, a book documenting the story of Nike founder Phil Knight.

From early days as a struggling entrepreneur, the book documents the founder’s journey from a guy selling shoes out of the back of his car to his spot atop one of the largest, most well-known companies in the world. Andy and Jonathan can relate.

“As a mobile showroom, our car became a symbol of our unwavering commitment to the success of Morgan Li. With products carefully packed in the vehicle, we embarked on a mission to showcase our offerings to potential clients. In order to establish our brand and make connections, we needed to go the extra mile, quite literally, by physically transporting our products and meeting clients wherever they were.”

Advice for Aspiring Leaders

For founders, leaders, and those aspiring to be, burnout can seem inevitable. So what do Morgan Li’s founders have to say about staying on point? Integrating personal passions and values into work, aligning work with core values, and keeping it light.

“Something we’ve learned along the way is the benefits that come with adopting a light-hearted and self-deprecating attitude. This can be a powerful tool to navigate stress and maintain resilience. Learn to laugh at yourself and find humor in the challenges of everyday work life.”

Overcoming the Overhyped Retail Apocalypse

The past decade has had analysts predicting the “retail apocalypse.” Has it happened? Not as quickly as assumed. Physical retail might be entering a golden age, and Andy and Jonathan had a lot to say about what it takes to thrive.

“It’s important for retailers to view e-commerce and brick-and-mortar as interconnected components of a unified customer experience. By ensuring that both channels work together seamlessly and enabling cross-channel initiatives, retailers can enhance convenience and create a cohesive shopping experience, ultimately reaching a wider audience.”

Create Something Inspirational with Morgan Li

The entire article offers a whole lot more on Morgan Li’s path to success, Andy and Jonathan’s advice for leaders, and predictions for the retail world at large. Check it out here. And when you’re ready to transform your space into an unforgettable experience, get in contact with us to schedule a time to talk.


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Cash wrap and perimeter displays at Brooklinen flagship in New York City. Custom retail fixtures by Morgan Li