We caught up with the brilliant and insightful Gregg And Gina Hoffman a few weeks ago and have shared our conversation below.

Gregg and Gina, thanks for joining us, excited to have you contributing your stories and insights. One of the toughest things about entrepreneurship is that there is almost always unexpected problems that come up – problems that you often can’t read about in advance, can’t prepare for, etc. Have you had such and experience and if so, can you tell us the story of one of those unexpected problems you’ve encountered?

The biggest learning curve we’ve faced with WWOO has been understanding the unpredictable nature of concrete. Gregg had worked with concrete plenty in the past, but never on this scale. We often joke that concrete has a personality of its own—you never really know how it’s going to behave. Despite the challenges, over the years, Gregg and his team have become good friends with concrete, learning to work with its quirks and even discovering new ways to transform WWOO.

Gregg and Gina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

WWOO is an outdoor living brand specializing in modern, minimalist kitchens and spaces. Our core product is a customizable concrete kitchen that blends seamlessly into any environment—backyard, patio, or larger outdoor areas. Unlike traditional bulky kitchens, WWOO offers sleek, functional designs with clean lines and open shelving. We don’t just build kitchens; we create spaces for gathering, cooking, and enjoying the outdoors together. WWOO is for those who want more than just an outdoor kitchen; it’s for those who want an outdoor experience that becomes a central part of their lifestyle. Our niche is offering a durable, low-maintenance, and aesthetically pleasing solution that enhances natural surroundings.

Our journey into the outdoor living space was a natural evolution of our individual backgrounds. I’ve been in real estate since 2011, and Gregg has an extensive background in landscape design. For years, we both worked in fields that were all about transforming spaces—Gregg designing outdoor environments and me helping people find their perfect homes. When we first discovered WWOO, it felt like the perfect marriage of our passions and expertise. Gregg had been designing and building traditional outdoor kitchens for years, and he immediately saw the unique value in WWOO’s minimalist, modern approach. The idea of bringing a product to the U.S. that seamlessly blends into outdoor spaces, while also elevating the overall experience of outdoor living, was a natural fit for both of us. It combined Gregg’s knowledge of creating functional, beautiful landscapes with my eye for design and understanding of how people live in and use their spaces.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Gregg’s extensive knowledge, background, and experience in landscape design have had a profound impact on our work with WWOO. Before discovering WWOO, Gregg often built traditional outdoor kitchens for clients, which gave him a deep understanding of what worked well and what didn’t in those setups. His experience allowed him to see the potential in WWOO immediately—he recognized that the minimalist, functional design of WWOO offered something unique that traditional outdoor kitchens lacked. This understanding of both the technical and aesthetic aspects of outdoor living spaces became a huge catalyst for why we fell in love with WWOO. It wasn’t just about adding another product to our portfolio; it was about offering a solution that truly addressed the shortcomings Gregg had encountered over the years. His expertise has been invaluable in helping us position WWOO as a game-changer in the outdoor kitchen market, and it continues to drive our success today.

Does your business have multiple or supplementary revenue streams (like a ATM machine at a barbershop, etc)?

When we moved to our current location on Penn Street, we converted our showroom space into an event venue. Since then, we’ve hosted numerous events, including weddings, birthday parties, mitzvahs, and more. We’re constantly expanding our capabilities to accommodate larger events and more guests, which has become a significant supplementary revenue stream for our business

Contact Info:

• Website: https://wwoous.com
• Instagram: @wwoocalifornia
• Facebook: https://www.facebook.com/WWOOCalifornia/

Image Credits

Portrait Photo by Carissa Woo
First Image by Mia Buerk / Design by Joanna Archer
Second Image by Rob Curd and Flee Chavasse / Design by Karen McClure Garden Design
Third Image by Gilad Radat / Design by Roy Altaras
Fourth Image Rob Jones