JC Licht True Value Paints a New Picture in Chicago

June 25, 2018
Located in the rapidly growing West Loop neighborhood (near Google and McDonald's new campuses), JC Licht True Value is ready for business. Elliot Greenberg owns the JC Licht Paint stores throughout Chicagoland and this is his first True Value facility. The unique space combines his successful paint store and two adjoining spaces to form a 5,614 sq. ft. hardware and paint destination that offers window treatments, wallpaper, and specialty paint and light fixtures.

During the remodel, Elliot faced challenges such as minimizing disruption to his existing paint business and working around city zoning delays. As the separate spaces had three different elevations, they also had to level the area and the store planning team recommended adding a center entrance. Elliot is grateful for this advice, as these proved to be excellent enhancements. "The support systems from True Value were amazing," he explains. "Ticket count and sales have really grown since the grand opening." He adds that "success is born from understanding the opportunity in the community, getting involved and creating a store that meets their needs.”

Given JC Licht's loyal paint contractor following, customers enthusiastically welcomed the new store with shout-outs on Facebook and support for the Community Gardens initiative across the street. May 5 was the grand opening and ribbon cutting, attended by Alderman Dan Solis, various vendors, and True Value RC Melinda Atchley, RD Mike Meikle and marketing operations specialist Eddie Desecki. The celebration included free tacos, a “plant a flower” event, face painting, “pick a stick” paint discounts and a 20% off bucket sale.

Congratulations to Elliot Greenberg and the JC Licht True Value team!