Digital native Mizzen+Main expands retail footprint

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Digital native Mizzen+Main expands retail footprint

By Marianne Wilson - 08/01/2019
A men’s apparel brand that specializes in sweat-wicking, wrinkle-resistant and no-dry cleaning dress shirts is expanding its fledgling retail footprint.

Mizzen+Main opened a 1,675-sq.-ft. store at Shops at Merrick Park, Coral Gable, Fla. It is the company’s first location in the state of Florida and fourth overall.

Launched online in 2012, Dallas-based Mizzen+Main opened its first retail store in fall 2018, at West Village in Dallas, followed by locations at The Shops at Clearfork in Ft. Worth, and at Classen Curve shopping center in Oklahoma City. More stores are reportedly in the works. In addition to its online site and company-owned stores, the brand is available in more than 800 retail locations nationwide, including Nordstrom.

Mizzen+Main apparel is made from moisture-wicking, wrinkle-free performance fabrics. In addition to its signature dress shirts, the assortment includes henleys, quarter zips and polos.

The company is headed up by Chris Phillips, who took the reins as CEO in April, succeeding founder Kevin Lavelle who remains chairman. Phillips is a 20-year-retail veteran who most recently served as the head of men’s and kids’ clothing at Stitch Fix.

“Mizzen+Main is excited to debut our brand in the Florida market at Shops at Merrick Park,” said Phillips. “Our consumer insights have shown that once guys try on our shirts, they are hooked. By expanding our fleet of retail locations and opening in an incredible location in South Florida, we know it will enable us to grow in what is already a very strong e-commerce market for us.”

Mizzen+Main has a strong following among professional athletes. (It is the favorite on-course dress shirt for Masters champion Phil Mickelson). NFL star J.J. Watt has a stake in the business.

At The Shops at Merrick Park, Mizzen+Main joins the soon-to-be-opened Peloton, the technology company known for its indoor cycling bikes, treadmills and immersive streaming studio content and Perry’s Steakhouse & Grille. Sea Grill and C’est Bon have recently opened, offering more dining choices.

“The Shops at Merrick Park is thrilled to have been chosen as the first Florida location for Mizzen+Main,” said Andrew Peach, senior general manager. “Not surprisingly, Miami was recently ranked one of the 10 hottest cities in America by USA Today and Mizzen+Main is sure to become a fast favorite for stylish men seeking fashionable alternatives to beat the heat.”