Cherette Group: Growing with the Market, Building for the Long Term
Since its founding in 2012, Cherette Group has grown into a full-service real estate development, investment, and property management firm shaping communities across West Michigan. Backed by more than 50 years of commercial real estate experience through its founder, Denny Cherette, the company has built its reputation on taking projects from concept to completion—while evolving alongside the markets it serves.
“We’re a start-to-finish developer,” said Director of Development John Cherette. “We take a project from the moment land is identified all the way to brokering the sale—we’ll handle the project completely.”
That end-to-end approach allows Cherette Group to stay closely connected to both the financial and community impact of its work. From land acquisition and zoning to financing, construction oversight, and long-term management, the firm maintains control throughout the entire lifecycle of a project.
Their portfolio includes multifamily and mixed-use developments across the region, examples including Harmony Lake in Fruitport Township and West Town at Wilson in Walker—Class A apartment communities featuring modern, high-quality housing.
Evolving with the Market
A key driver of Cherette Group’s growth has been its ability to adapt. Rather than sticking to a single development model, the firm remains responsive to changing market conditions and community needs.
“We’ve really stayed focused on what the market needs at any given time rather than forcing a particular type of product… or timing or location,” said Cherette. “We’ve been trying to be proactive in meeting those needs that the demographics are telling us.”
That approach has shaped how the company plans and executes projects—from refining tenant mix to exploring new housing types. This flexibility has been especially important amid shifting economic conditions, allowing the team to stay disciplined and continue delivering strong, sustainable projects.
Beyond the Headline: The Full Fruitport Story
While many in Muskegon County recognize Cherette Group for bringing a Costco Wholesale to Fruitport Township, the larger story lies in the transformation behind it.
The site—formerly the 115-acre Fruitport Golf Course—has been reimagined in just five years into a major corridor of residential and commercial growth. Today, the development includes 217 apartment homes, 188 single-family homes under construction, and a major national retailer. Nearby, the team is also developing a 92-unit townhome community on an adjacent 20-acre parcel.
We’ve really seen that area explode,” said Cherette. “The Costco is a part of that—but it’s also proof of what we’ve known: Muskegon has a lot of potential for growth, and national brands continue to recognize that.
For Cherette Group, the project represents more than a single high-profile retailer. It demonstrates how strategic, large-scale development can unlock broader economic opportunity—bringing housing, commercial investment, and long-term momentum to a community.
Investing in Partnership
Cherette Group’s investment in Greater Muskegon Economic Development (GMED) reflects its belief in strong public-private collaboration. “GMED is a good example of bridging that gap between private investment and public priorities,” said Cherette.
That kind of alignment is critical as Muskegon County continues to grow. “Muskegon has an opportunity to do a lot, but with opportunity you need thoughtful growth… in ways that are going to sustain over time,” he said.
“We really value that collaboration,” Cherette added.
Looking Ahead
As Cherette Group continues to expand across West Michigan, its focus remains rooted in adaptability, quality, and long-term thinking.
“We’re very proud not just of the Costco, but of how that entire corridor has come together,” Cherette said. “It’s a great example of a successful project that we can replicate in other areas as Muskegon County continues to grow.”
For Cherette Group, success isn’t defined by a single development, but by the ability to adapt and deliver projects that meet real market needs. As Muskegon County continues to grow, the team remains focused on creating thoughtful, high-quality developments that can be replicated and sustained over time.