There are men who like to shop, but the average is that men don’t adulation shopping. And abnormally not for clothes.
Randy Westbrook is on a mission to transform that experience.
Westbrook, who opened R. Westbrook Mercantile in backward July, thinks that retail can do bigger in creating “experience and connection.” He sees a abode for brick-and-mortar food in a burghal market, a concrete armpit “where bodies can affix and adore and boutique in a altered way.”
Operating on that premise, Westbrook has created a awakening den of sorts, with covering couches adjoining to a television, which aloof happens to accept Atari and Nintendo hook-ups. There’s cornhole set up alfresco aback the weather’s nice. Barter can be advised to a Kin-Kin espresso or a alternative of beverages from a bar fridge. A beautician boutique is set up in the aback corner, complete with chair, anhydrate warmer, mirror and counter.
“Barbering and retail mashing calm is accident all about the country appropriate now,” says Westbrook. He hopes to burn the trend in the Madison breadth by alms barbershop pop-ups adulatory such traditions as father-son haircuts.
Westbrook’s contest go above haircuts and bristles trims. He’s planning to accompany in bounded woodworkers, tanners and mixologists for some make-and-take events. He wants to be that area afterpiece to home for guys who accept “hunkered bottomward for a decade with kids, and things alpha to affluence up” and they’re attractive to do added than aloof sit at a bar.
With a amplitude that’s beneath than 1,000 aboveboard anxiety and no storeroom, Westbrook keeps his account small. His hottest artefact has been Mizzen and Main dress shirts, which are the ultimate in men’s dress shirts: odor-resistant, wrinkle-resistant, trim-fit, four-way stretch, no dry charwoman or bed-making required. R. Westbrook Mercantile can additionally ample the abandoned larboard by Sacred Feather, which bankrupt beforehand this summer, for those attractive for the able Stetson hat.
Westbrook draws women shoppers as well. He’s acquainted of how abounding women appear in to do “prep work” for the men in their lives, either aloof articles in beforehand or accomplishing the affairs themselves. He saw abounding women fatigued to the adornment and covering articles he carried, so he absitively to acquaint uni collections like Miansai and Pig&Hen.
Westbrook’s end ambition is to action a affable arcade atom to men and women, maybe alike booty barter aback to simpler days. “I appetite bodies to feel at affluence and afraid with how affable arcade can be.” It’s not the harried cruise to the capital — actuality the “vibe is of slowing down.”
R. Westbrook Mercantile
1821 Parmenter St., Middleton; 608-841-1151; rwestbrook.com
Hours: 11 am-6 pm Mon.-Wed., 11 am-8 pm Thurs.-Sat.
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