Reverie Apparel is closing its brick-and-mortar location, but the business will continue to operate in a different form, said owner Patrick Russell.
He opened Reverie Apparel in November 2019 after completing the Co.Starters program through Innovate Springfield, which he credited with inspiring him to start a new business. The location at 407 E. Adams St. made him part of the Adams Family of businesses who collectively market themselves as a downtown destination.
“The Adams Family is still going strong, and they’ve been very supportive,” said Russell. In a video posted to the company’s Facebook page Dec. 26, he said, “I just couldn’t make it happen. The brick-and-mortar isn’t as profitable as it needs to be,” citing the desire to have his family in a better financial position with more stable income and benefits.
“I’m going to go back and get into a 9-5 job,” said Russell, who was a marketing specialist at Bunn before opening his own marketing company, Curtain & Leaf, prior to launching Reverie Apparel.
While he will no longer accept custom printing orders, Reverie’s shirts will continue to be available for purchase. “You’ll still be able to order all of our great designs, and I’ll still be printing everything,” Russell said. “The location to pick up will be at Whimsy Tea. People will still be able to shop at reverieapparel.com and get the Reverie shirts that they like, it’s just a little bit different method.”
Saturday, Jan. 28, will be the last full day of operations for the brick-and-mortar store and Russell said the Adams Family is planning a send-off for him. “We’re still finalizing a couple of details, but the shop will be open from 10 a.m.-3 p.m. and then we’ll move over to Buzz Bomb for the rest of the evening,” he said.