The renovation of the 9,800-square-foot store, a behemoth in the retail and apparel industry, allowed Lowe to reach a broader, younger demographic. “We brought in exponentially more brands like Billy Reid, Faherty [and] True Grit,” says Lowe. The store also started carrying smaller sized and more tailored fits. “A lot of people will say, ‘Oh my gosh, you were my grandpa’s shop,’” says Lowe. “Well, we were, but we are also now where you need to shop.”
The renovation also allowed Lowe to bring in two new experiences. No. 1: a first-in-the-nation Martin Dingman Flagship Lodge. “Martin Dingman, it’s a huge brand for us with footwear, luggage, belts, accessories,” says Lowe. “Marty went to Missouri State [and] was the head designer for Cole Haan leather goods for years.” After his time at Cole Haan, Dingman established Martin Dingman Leathergoods in the early 1990s. The flagship lodge designation—which can be found in a handful of others in southern states like Arkansas, Tennessee and Alabama—means Town & County offers a majority of Dingman’s products, and according to Lowe, “We’ll stock it in every size he makes, and we’ll stock it every day of the week.”
The second addition, The Reserve at Town & County, lets Lowe focus on his other passion: wine. “I’ve been a level 2 [sommelier] for probably 15 years,” says Lowe. “I love the journey of wine. I love the journey it can take people on. I love that most of my great friendships in life are based around food and wine experiences,” he says. “I wanted a place where people could come and learn and try new things, and I didn’t feel like that was really being offered in the city.”
Even with the fresh makeover and new-school offerings, Town & County is still, at its core, focused on the customer experience. “My average employee’s been with me close to 20 years, and they are truly professional at what they do,” says Lowe.