With over 20 years in business, we would like to acknowledge how grateful we are to support and be supported by the greater Milwaukee community. We have SO much love for our amazing customers, awesome staff, fabulous vendors and neighbors.


Gardening and garden design was the passion that first launched us as Garden Room in 2001, but we quickly learned that our love of great design and a thirst for creative living had fueled an evolution into something more than a garden store. In 2014, we decided rebranding as MOD GEN was a perfect contemporary twist on the classic general store and great way to sum up the wide variety of products we now carry.  July 2016 marked our move from Shorewood to the heart of Milwaukee’s Historic Third Ward and we’re so excited to be part of the vibrant Third Ward family of businesses!

Did we mention we’re plant people?

We stock over 1,000 fabulous houseplant at any given time!

Whether they spark a twinge of nostalgia or scream contemporary cool, we search local and afar to bring you creative, well-designed products for everyday living. We believe it’s about life’s simple pleasures; a well made bar of soap, a beautiful plant, or reading a good book. MOD GEN has been a proud advocate for inclusion, conscious buying habits, old-school customer service practices and community underwriting. LOVE is LOVE! We are a safe space that welcomes all, and take great PRIDE in being in the heart of downtown Milwaukee.