Strawflower Shop rebrands itself to become Geneva Design House

GENEVA – After being known as Strawflower Shop for 40 years in downtown Geneva, the store’s owners have re-branded and renamed it the Geneva Design House, according to a news release.

The name change is effective immediately and will be rolled out in marketing materials over the remainder of this year, the release stated.

The new name represents the growth and success of Strawflower Shop, which is known for high-quality residential furniture, rugs and carpeting, home accessories and home floral designs.

Strawflower Shop was founded in the 1970s by Susie and Mike Haas with a focus on floral design.

The couple added rugs to the offerings in the 1980s, the release stated.

Furniture and home décor items were added in 1998, when the business moved to its current location, 210 W. State St., Geneva.

The business became known for eclectic and unusual items, and built a following of customers who counted on finding something at Strawflower they wouldn’t find anywhere else, the release stated.

Whether it was furniture, carpeting, accessories or floral – a common factor was always unexpected and remarkable design, the release stated.

Most recently, the Haas family has added a new generation with manager Kelsey Haas joining the ranks.

Under her guidance, Geneva Design House will offer expanded design services in all departments, helping customers to understand how the store’s design services can be better utilized, the release stated.

“We’ve always been seen as design experts here,” Kelsey Haas stated in the release. “Now we are putting that aspect of our business in the forefront, and working more with our customers not just to sell them the best products, but to achieve the perfect combination of our products in their homes.”

Geneva Design House is kicking off the celebration of its name change with its annual anniversary sale in October – celebrating more than four decades of business in the town that is now part of its name.

The store is open daily from 11 a.m. to 4 p.m. with longer hours on Saturday, and is closed Monday. More information is available at 630-232-7141, or online at