Men's Collections: An essential experience |
By Kristen Hampshire |
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Know your clientele and evolve with their tastes to offer a top-shelf experience that feels every bit like a club.Photos: Laura Navarre Is it a club or a men’s shop? In many ways, Beach Essentials in Rehoboth Beach is both. We’re talking club in more ways than one. Located in the upscale, gay-friendly second hundred block of Baltimore Avenue right up from the beach, it’s a longtime destination nestled among fine restaurants and boutiques. Customers are greeted with upbeat music pumping from speakers, whimsical decor like kites or paper balloons dripping from the high ceilings, and collections of bold-and-bright apparel. “We get waves of men who come in, sometimes a dozen at a time, and they are having fun, trying on clothes and showing them off to their friends,” he says. Brown took over the shop from a previous owner 26 years ago. “It wasn’t a busy store at the time, but we saw the potential for it to become a really good business,” he says. At the time, the double storefront was divided into furniture and men’s apparel. With the introduction of more housewares venues in Rehoboth Beach and the popularity of Beach Essentials’ clothing, Brown gradually transitioned the inventory to only men’s offerings. A vibrant selling vibeBeach Essentials’ clientele are second (and third) homeowners, and vacationers who return to Rehoboth Beach year after year. They appreciate the scene: nearby Aqua, an open-air bar and restaurant, the top-shelf menu at The Pines and Blue Moon, which is one of the seaside city’s oldest restaurants.The staff is also seasoned, and that’s by design. Most are retired men, “which I like because they are not here because they need the money,” Brown points out. “They are here because they enjoy the atmosphere.” Just ask Brown about the 5- and 8-inch shorts by Postmarc and Steele that he reorders weekly in every bold color and fabric including a fast-selling Tencel with resilient stretch. “They’re flying out the door,” he says. “I have guys come in here and they will buy 10 pairs of shorts. They have a lot of stretch, they’re attractive, it’s a great material and guys see them when they’re out and ask, ‘Where did you get those shorts?’ and find out, ‘Beach Essentials,’ so we can’t keep them in.” “We get waves of men who come in, sometimes a dozen at a time, and they are having fun, trying on clothes and showing them off to their friends.” — Gregory BrownTo accompany the swimwear, Beach Essentials carries towels, flip flops, sunglasses and sunscreens. It’s all about the essentials and luxuries. Presentation in every wayBeach Essentials’ displays guide men through the store in a natural way, offering some dedicated areas for just swimwear or only shorts, along with presentations that pair casual button-downs with styled pants. One wall is all shirts and shorts, and next to it racks of pants and more tops to match.“I’ve had guys come in with their partners and say, ‘You have 20 swimsuits,’ but, ‘I don’t have this one.’ And many of our clientele will not be seen two days in a row wearing the same swimsuit.” — Gregory Brown |