As we attempt to read the tea leaves about the restructuring of the global retail market, some stores keep on trucking and have found success by focusing entirely on their own community. Denver Americana institution, Berkeley Supply, is one such success story as they’ve just opened their second location in their home city.
Owner and founder Eli Cox opened shop on a credit card in a 168 square foot space sandwiched between two bicycle stores. Building Berkeley Supply wasn’t easy. As we explored in our first podcast, Eli began as the sole owner and employee, working days in the shop and nights in restaurants to keep it afloat for the first year.
After four years of grinding, the original shop has four times the floorspace and Eli – still the sole owner – celebrated the opening of a second location in Denver’s Colfax neighborhood. The new spot is all American made and carries over many of the brands from the main store: Rogue Territory, Freenote Cloth, Tellason, Railcar Fine Goods, Tanner Goods, and Filson. There’s a heavier focus on denim, more fits, and more weights.
No telling whether Berkeley Supply has more plans for expansion in the future. Despite our pessimistic predictions on the retail landscape, it’s good to see slow organic growth and sticking behind a core group of brands still works.
You can find the new location at 3229 Colfax Avenue, Denver, CO 80206, Tuesday through Sunday 11am to 6pm. All images by Keegan Schultz.