Retail Strategy & Business Plan 
Revenue Strategy 
Product Assortment 
Branded Merchandising Program 
Visual Merchandising Strategy 
Interim Retail Director 
Staff Recruitment 

When the Portland Art Museum (PAM) prepared to relaunch its Museum Shop, Lakeside Collaborative was engaged to develop a comprehensive Retail Strategy and Business Plan — and then serve as Interim Retail Director to execute that vision through opening.

Working closely with museum leadership and retail architects, Lakeside defined the shop’s purpose, positioning, merchandising framework, and revenue targets. The strategy established a clear role for retail within the broader museum experience: to extend engagement with PAM’s collection and exhibitions while generating sustainable earned revenue.

A detailed merchandising plan outlined product categories, pricing architecture, and margin goals, ensuring a balanced assortment aligned with both visitor expectations and financial objectives.

Guided by the Museum’s exhibitions and permanent collection, Lakeside implemented a buying strategy that prioritized quality, thoughtful design, and creative inspiration. The assortment was carefully curated to enhance the visitor experience and reflect the spirit of the art on view.

Special emphasis was placed on sourcing unique, mission-aligned merchandise, including products from local makers and sustainably produced goods. Each purchase supports the Museum’s exhibitions and education programs, reinforcing retail as a meaningful extension of PAM’s mission.

As Interim Retail Director, Lakeside translated strategy into action. Responsibilities included:

• Vendor sourcing and relationship management

• Purchase order creation and inventory planning

• Assortment balancing across price points and categories

• Launch timeline coordination to ensure on-time product delivery

Lakeside collaborated closely with PAM’s finance, operations, and marketing teams to coordinate receiving, ticketing, merchandising preparation, and operational workflows — ensuring full readiness for opening day.

Additionally, Lakeside supported staff recruitment and team development, helping establish a strong foundation for long-term retail success.

The relaunched Shop at PAM reflects the Museum’s mission, deepens visitor engagement, and delivers a thoughtfully curated retail experience. Positioned with a clear strategy, disciplined buying plan, and operational structure, the shop is designed to contribute meaningfully to the Museum’s long-term earned revenue goals while enhancing the overall cultural experience.