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Shopping Spree

BY Christine Benedetti | May 4, 2018 | Feature Features

The Profit's Marcus Lemonis saves small businesses, and he stepped in to salvage Aspen's Courage b several years ago. Now, the serial entrepreneur is putting his own name on the line with a signature store on Hyman Avenue dubbed—what else?—Marcus.

With the first Marcus in Chicago, why choose Aspen as a subsequent location?

Aspen has become very close to my heart over the past few years. We had success with our first store, Courage b, which was recently rebranded to Runway, and we noticed that many of our Aspen shoppers were also regulars in my other stores around the country. When the historic Ute City Building property became available, it was very clear that this was an opportunity to preserve the integrity and history of a very unique space in Aspen, while also introducing our newest shopping experience, Marcus.

Can you talk about the charitable efforts benefiting from this new store?

For the grand opening of Marcus, I wanted to give back to two local charities, Aspen Hope Center and Shining Stars Foundation, as they’re both doing incredible local work to support those in need. The Aspen Hope Center works to extend a beacon of hope to those in emotional crisis, and Shining Stars Foundation gives strength, support and hope to pediatric cancer patients and their families through recreational outdoor social activities. We held a silent auction featuring my line of candles, which became “hope candles” representing the flame of Aspen Hope Center, in addition to tote bags donated by Detroit Denim Co., which were embellished by the children of Shining Stars Foundation. Additionally, 20 percent of proceeds from the evening were donated to the charities. I’m proud to offer my support and look forward to continuing to give back to the Aspen community.

How does the Aspen shopper fit into your brand?

And when you think of an “Aspen shopper,” how do you describe them? To me, the ‘Aspen shopper’ likes to have fun. Whether it’s for a local or a visitor, I take this into consideration when choosing which trends to send to the Aspen market. Overall, the store features something for everyone at all price points, so I think it’s the perfect one-stop-shop for fashion, accessories, gifts and even art.

What are two or three signature Aspen pieces?

I’m proud of our extensive and carefully curated cashmere and sweater lines, including our newest partnership with Minnie Rose, which offers a variety of high-quality sweaters and accessories—even beanies with bling that spell out ‘Aspen.’ Outerwear is of course a major focus, so we brought in some unique statement coats and jackets that have been a huge success. Lastly, one signature Aspen piece I’m especially proud of is one that’s not for sale: the original Ute City Bank vault. Simply historic and meaningful.

Photography Courtesy Of: