Wildroast Coffee Co. Installs Signage in Downtown Grand Rapids
The local roaster is preparing to open its second city location at a historic storefront on Monroe Center Street.
Updated on Oct. 23, 2026 in Openings & Closings
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Wildroast Coffee Co. has installed exterior signage at 61 Monroe Center St. NW, marking a key milestone for its upcoming downtown Grand Rapids shop. The company is currently renovating a historic storefront that previously housed Elegance Wigs for 50 years.
Why it matters
This expansion brings the company's house-roasted beans and food menu to a prominent downtown space. It follows the brand's successful launch of a West Side storefront earlier this year.
The new site occupies a space at 61 Monroe Center St. NW, which served as the home of Elegance Wigs for 50 years. This follows the company's 2026 expansion from its original location at 637 Stocking Ave. NW.
The players
Wildroast Coffee Co.
A local coffee business that roasts its own beans and serves a variety of beverages and food items.
Elegance Wigs
A long-standing retail business that occupied the historic storefront at 61 Monroe Center St. NW for 50 years.
The details
The roaster plans to offer its full menu, including specialty lattes, cold brew, matcha, teas, sandwiches, wraps, and baked goods at the new downtown site. Renovations are underway to adapt the historic building for its new function as a coffee shop.
Timeline
March 2026: Wildroast announced plans for two locations in Grand Rapids.
May 2026: The company opened its first shop at 637 Stocking Ave. NW.
October 2026: Exterior signage was installed at 61 Monroe Center St. NW.
Market Landscape
This move represents the ongoing effort within the downtown Grand Rapids retail revitalization initiative to convert long-vacant historic spaces into vibrant culinary destinations. It signals a shift toward local, independent roasters claiming premium foot-traffic areas previously held by long-term retail tenants.
Downtown workers and residents will gain a new option for specialty coffee, sandwiches, and baked goods at the Monroe Center location. The store will provide local access to house-roasted beans that were previously centered at the company's Stocking Avenue shop.
The takeaway
Supporting local roasters can help stimulate the revitalization of historic urban districts while providing unique dining alternatives to chains. Residents can watch for future hiring announcements or grand opening events as the final renovations conclude.
Further reading
Learn more about new commercial projects in the area on the Grand Rapids Openings & Closings page.
Source note: This article includes information reported by 100.5 The River.
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