About Us

Meet Our Founder, Lena Hiemsoth



History of ROOTS

Growing up, I have always loved our little downtown space, Main Street USA. I remember riding my bike down the streets looking at all the old buildings, loving old architecture and dreaming of what these spaces could be used for. The town looks quite different since those days, as all small towns do, but I believe in this beautiful little Main Street! You pop off the highway, drive south a couple blocks, and see a gorgeous steeple right before you pop into our downtown space.

Life unexpectedly brought me back to Concordia a while back. I was open to a new life; however, that old thought of what those downtown buildings could be still dreamed inside my head and I knew with my heart that our downtown could thrive once again.

I set my heart on finding the right space. Two years into that vision, the old corner building went up for sale. I could not believe it; it was my favorite space! And it was meant to be! We are very happy for the chance to turn my old favorite into a thriving shop.


My ROOTS is Concordia; my family roots are in Concordia. My family history even goes back to the love of plants. My great-grandfather owned a  greenhouse...one of the coolest things I have learned during this process! I've had a vision for this shop since I was a kid, and it's hard to believe that it's finally taking shape! Even our choice of coffee has a special meaning; that has to do with family roots too. One day it just clicked in my brain: Plants and Coffee...ROOTS. It fit! So that became our name. In honor of where I come from; where people within our community come from. Many people who grew up in this town have connections to our building as well, and the town has been so excited and supportive of our new adventure! We are extremely grateful to be a part of this community.

My Vision

I have a dream to create a space that is inviting, fun, and that people just want to visit, often! A space that is unique. A place where you can buy all things plants. I loved going to green spaces when I was a kid. I have always admired the garden shops in England and I want to offer that kind of experience here. Everything you look for in a magazine or online, you can find right here, in our shop or on our online store. I don't know about you, but I love a day trip! And this is the place for it! This place is about community. It is about family. Funny how life takes you in direction you always had planned if you let it. We'll be very excited to open our doors to the public, very soon!