Online-only no more: CircleRock opens a store on 44th St. in southwest Minneapolis.
In the year since Paul Grangaard launched CircleRock, an online-only line of fine men's clothing, the former Allen Edmonds CEO and turnaround specialist says he learned a lot about today's retail landscape. The biggest lesson: people want to see and feel things, especially if you're claiming to offer luxe products at more affordable prices.
Enter, the CircleRock House of Style, a brick-and-mortar boutique that opened in early September in southwest Minneapolis in the Linden Hills neighborhood. Grangaard said he and his management-investment team determined that the online-only approach made it difficult to stand out from the crowd. The Made in USA brand's focal point is made-to-order suits under $1,000. It also sells custom dress shirts for under $125 and sports coats for under $700 as well as belts and other accessories.
But Grangaard said CircleRock lacked "iconic" products. And instead of a website featuring 30-minute videos of well-dressed men discussing leadership principles, CircleRock needed influencers and an Instagram following.
"We're reacting to learnings quickly and aggressively," said Grangaard, a former investment banker who chose retailing over retirement at the age of 60.
The store occupies the red-and-white converted home on 44th Street previously inhabited by Lily and Violet, a women's boutique that closed in April after 14 years. Among those iconic offerings are a series of tailored vests suitable for the office and a knitted European style sports coat that bridges the wardrobe line between a sweater and a jacket. Yes, a swacket.
"Business casual is very confusing for most men," Grangaard said. "We're offering a way for men to up their game with superior quality and excellent value."
Grangaard envisions building a social community for his Edina-based lifestyle brand. Along with style tips, the website offers career advice and ruminations on ways to improve civic life.
