We took over an established store whose previous owner ran a GOB sale just before we assumed ownership. The first: rebrand completely and treat the opening like a launch. “I would divorce myself completely from the previous store ownership,” says Janne Etz of Contemporary Concepts in Cocoa, FL. letter, expressing the new team’s aspirations and thanking the previous ownership. “Customer expectations are tough because they are so entrenched in the previous business,” he says.