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The Hustle

Name: Atlas Body + Home

Tony Loeffler and Michael Griffin know fashion. They recently opened Atlas Body + Home, a men's lifestyle boutique in the EDGE district. As interior designer's by trade, they had planned to open a home furnishing shop, but that idea quickly blossomed into more. They saw a clear opening for a men's boutique in St. Pete, a city saturated with women's boutiques. Leveraging their design skills, they applied their craft to clothing and personal aesthetic. The duo stays on point by researching trends, traveling, and investing time to make sure each clothing item fits their brand and the needs of their customers.

Years in St. Pete

6 Months

Hustle (job)

Owners of Atlas Body + Home

What do you do?  

We run Atlas Body + Home, a men’s lifestyle boutique in the Edge District. We are passionate about our products and take a hands-on approach with every aspect of the business, from merchandising to helping our customers find the perfect shirt or pair of swim trunks to complete their look.

Why do you do it?

We love retail and the customer service aspect of running a shop. Working with customers is rewarding and educational, and we want our clients to know they can count on us as the go to stop for the best shirts, trousers, swim trunks and accessories for guys in the bay area. There is nothing like the feeling of sending off a happy customer.

What was your Catalyst? (How did you get started?)

With our background in interior design, we planned on opening a strictly home furnishings and design showroom, but we quickly noticed the lack of options for guys' retail in St. Pete. What started as a nugget of an idea (quality undies and bathing suits) turned into a full fledged men's lifestyle store featuring men's apparel, accessories and incorporating home furnishings and vintage finds.

What’s a common misconception or unknown aspect of what you do?

Brick and mortar shops have their challenges, right? But selling is more than just putting some things on shelves. It’s about creating the right experience and atmosphere. The hard work that goes into curating the right mix takes a lot of work – researching, traveling and experimenting - but that is what keeps things fresh.

What’s the most challenging part of your Hustle?

The hours. We spend five days a week in the shop, but countless more hours doing research on new brands, trends, communicating with vendors and clients. But the payoff is worth it.

What’s the most valuable piece of business advice/insight that’s helped you?

If you're going to do it, do it right. Wait until you have your concept tight and you're branding on point so you can show your best face to your clientele and communicate what you do and sell.

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