By Kristen Miller
DASSEL, MN Based in Dassel, JM Cremp’s has successfully gone from a catalog-only boys’ adventure line, to having a retail destination on Highway 12, to now opening a store at the Mall of America (MOA) all within three years.
“With the great response from the Dassel store, we felt like we had a viable retail store concept,” said owner Jay Asplin, adding that his team researched many different parts of the state and the MOA seemed like the best fit.
“The team we worked with at the MOA was very excited to have our store there, and even made a couple trips out to Dassel to look at our store and create a design concept for the MOA,” Asplin said.
So, when a retail space opened up for the Christmas season, “we decided to take the leap and go for it,” Asplin said.
This is only a test, however, to see what response the boys’ adventure store has in the MOA climate before a permanent location is considered.
The MOA store officially opened Nov. 8, and Asplin has been so busy organizing the effort that he hasn’t had much time to reflect on the excitement of it all.
“We haven’t had much time to think about how it feels [to have a store at the MOA], we just keep moving forward and we hope after Christmas, we’ll have a little time to reflect,” he said.
“We have been so blessed with the great employees, family, and friends we have, and they are a large part of the reason we have been able to take on this next step,” Asplin commented.
Since there wasn’t any advertisement that JM Cremp’s was opening an MOA location, Asplin noted there has been some interesting reactions from MOA shoppers.
“It was fun to see people’s reactions as they walked by, slowed down, read the sign, looked inside the store and then said, ‘oh, cool,’ and came in.”
The MOA store is located on the second floor, space N240, between Sears and Nordstroms.