Read the original story from Milwaukee Business Journal here.

Active East North Avenue in Milwaukee this spring will get a new store where men can come to get their beards trimmed, buy clothes and accessories, and get tips on grooming.

Dubbed Beard MKE, the new business created by longtime Milwaukeean Geoff Hoen will fill the last open storefront in the Edge on North building at North and Oakland avenues. Hoen, who worked at The Waxwing store in that same building, said he felt Milwaukee needed a store catering to mens’ style needs.

“I’ve always had my own sense of personal style, so it’s been an issue to find things that represent my own sense,” he said. “I want the place to be approachable. I want it to be welcoming. I want it to be educational. I want people to come in and feel comfortable asking about men’s products.”

Drywall is going up in the Beard MKE store space now, and it could have a soft opening in early March, Hoen said. He’s looking for a barber to operate in the space, offering beard trims, shaves and potentially haircuts. Shelves will be stocked with grooming items, accessories and jewelry, clothes, bar ware, home goods such as prints for walls and “quirky” gifts, Hoen said.

“I’m working as much as I can with local artists to sell through the store on a consignment basis,” he said.

Hoen said the store name is inspired by his late father, who died in a car crash four years ago and was a small business owner who sported an impressive beard. 

“It was a huge moment in my life where you do some reflection and think about where you want to go next,” Hoen said.