By Shayna Mace | Photography by Shanna Wolf
Although Todd Christiansen officially launched Middleton, in 2018, the concept was decades in the making. He first drafted a business plan for his own brand nearly 30 years earlier, in college.
Christiansen, who spent 20-plus years in merchandising and product development at Lands’ End as well as at TravelSmith, a San Francisco-based retailer, had a crystal-clear vision for his brand. As he approached 50 years old, he was poised to launch Journeyman Co.
“I decided to jump and do it — it’s something I thought a lot about. So when I sat down and decided to [write] the business plan, I think I wrote it in three hours,” he says.
The shop carries heritage brands including Taylor Stitch, Faherty, Relwen and Barbour, as well as small-batch makers Hiroshi Kato, imogene + willie, Tellason and Railcar Fine Goods.
“The idea was to bring brands that aren’t necessarily in the Madison metro area that I was a fan of,” he says. “It’s grounded in Americana style, timelessness and approachability. When you buy something that has a story behind it … it just feels better putting it on and it’s an item that typically doesn’t go out of style.”
Christiansen also has a hand in designing his Journeyman Co. private-label line. Pieces include rugby shirts, Wisconsin-themed sweatshirts, knit caps, leather belts and more.
Three years ago, Christiansen opened a second location at 402. E. Wilson St. in downtown Madison and his online sales are robust. He points to his curated merchandise assortment, along with top-notch customer service, as the main reasons the brand has been successful.
“A lot of first-time customers [have] never experienced boutique shopping for men. [We can start] them out with a great pair of jeans, a shirt and maybe a sport coat. To see them walk out of the store and feel like they’re put together is pretty special,” he says.
7525 Hubbard Ave., Middleton, and 402 E. Wilson St., journeymanshop.com
