San Jose, Calif.-based Orchard Supply Co. CEO Mark Baker described the retailer's efforts to keep the brand fresh while also honoring the company's 80-plus-year history.

An emphasis on the in-store experience and local knowledge is key for the California chain, Baker explained during his presentation to the Presidents Council advisory board meeting during the International Builders' Show here in Orlando, Fla.

"We're not a small big box, but a really big small box," he said.