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The Simple Solution


The Simple Solution was brainstormed into a niche market from need stemming from our local real estate market. Many local condominium associations don’t allow owners to have sales on the property when they are moving. These homeowners are often overwhelmed by the enormity of organizing an entire household for sale. Whether the move is caused by a loss of loved one, or any other reason, there was an opportunity to be the first business in Door County that offered a solution to a variety of moving issues. In the process of letting our fellow business owners know of our business model, it was also discovered that other businesses needed an outlet for their property sales events. The Simple Solution offers tailor made arrangements for a client’s needs. From running an estate sale on property, to moving all furniture to our showroom to sell, we have a variety of options to offer. We also offer consignment to our clients at a 50/50 split. Additionally, we are a Dixie Belle chalk mineral paint premier retailer.

Heidi Penchoff, Co-Owner


Heidi Penchoff is a Door County native. Born and raised in Ellison Bay, she has been part of the local tapestry all of her life. Her experience in the local hospitality industry goes back to her first jobs and then her creative and sales side developed with a focus on home furnishings when she worked with Sister Bay Trading Co., The City Farmer and Northern Territory. With her eye for antiques and her appreciation of local history, she was able to combine all of her talents when starting The Simple Solution, with her business partner Scott Lohman.


Their partnership began in June of 2018 when they formed their LLC and started The Simple Solution Estate Sale business ,out of a garage on Hwy 57. It was only a few short months before they were bursting at the seams and needed a large showroom to display their estate items, as well as a creative space for furniture upcycling. Upcycling preloved furniture became a passion of Heidi’s when she discovered DixieBelle Paint products and how user friendly they are. She and Scott decided to become distributors and are currently the only ones in Northeast Wisconsin. The business plans to expand that effort into providing classes to teach customers the ease and fun of upcycling.


Heidi has a heart for helping others. Whether through her local fundraisers for people who are ill, or in starting the Door County Food Pantry at Door of Life Church, her creative, inspirational support can be felt county-wide. She is a member of 100 Women Who Care, a national philanthropic organization that supports Door County charities. She and her husband, Brian, have raised all their children in Door County and now have many grandchildren to spoil.


Hannah Boom, Manager


Hannah Boom is the store manager bringing experience and creativity to the business. Her years of work in the local furnishings and gardening businesses have shaped her to be a great person at the helm.

Hannah has a passion for learning and is talented at making things beautiful. Her experience at McKeefry & Yeomans and Northern Territory has taught her a lot about how to combine beauty and function. Her staging ability along with her painting skill and use of color has spearheaded the Dixiebelle line’s successful growth in a short time.


Hannah has been in Door County for 11 years. She loves reading and spending time with her son, Jack. Her family loves participating in all the local events. You’ll always see them out and about!

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