Before founding 3 Dots Design in 2009, Holly worked for many years in both the specialty bicycle and run industries.  Working the retail floor at Playmakers running store in Okemos, MI while in college, she became passionate for the industry and moved to Boulder, CO where she worked at Pearl Izumi for 6 years and oversaw the launch of their first retail concept shop program.  From there, she co-founded 3 Dots Design where she consulted on retail design and visual merchandising with many brands such as Fleet Feet, Moving Comfort, Hind Sportswear, Electra, Cervelo Bicycles as well as countless independent bike, run and outdoor retailers.   

She went on to become the Giant Bicycle Director of Retail Services for several years, w here she was responsible for developing their fixture program and the creative guidelines for their global retail program.   Additionally, Holly spearheaded the design and buildout of 18 Giant branded retail stores, being recognized with the “Best New Retail Concept” award for her flagship store design. 

While leading 3 Dots Design, the firm has designed multiple flagship stores for Fleet Feet and they have been consulting for Specialized Bicycle since 2020.   Their biggest accomplishment however, is having worked with hundreds of specialty retailers around the world to improve their store environments and teach them merchandising best practices.    The experienced team at 3 Dots Design combines well over 65 years of retail experience to share with their clients.  

Holly lectures on merchandising and retail design and has been a key note speaker at a number of retailer events. She also leads design seminars and trains retail staff on visual merchandising techniques.