Megan Tamte was a new mom who wanted help putting together fashionable outfits. A bad experience at a northern California boutique sparked the idea for Evereve, which is now a national women's specialty retail chain with 85 stores, a fast-growing e-commerce business and a subscription service called Trendsend. “I left the store crying," Tamte recalls of that fateful shopping experience more than 20 years ago. "I remember thinking, someone should create a retail concept that helped women like me who wanted help finding items that would fit their body type. I wanted clothing that was modern and versatile…and I wanted connection.”
Five years later, in 2004, Megan and her husband Mike opened their first store in Edina, Minn., called Hot Mama. Their unique proposition: trendy fashion, warm service and a kid-friendly environment with toys in the fitting rooms so moms could take a moment for themselves. That boutique grew into Evereve, which now generates $120 million in annual revenue.
In a wide-ranging conversation, the Tamtes explain how a detailed business plan set them up for success. They reveal why they changed their company name right as the brand was taking off. They talk about balancing parenthood and running a business together, about leading a brand that has grown far beyond their dreams, and about the future of retail.
After the conversation with the Tamtes, we go Back to the Classroom with University of St. Thomas Opus College of Business digital marketing professor Gino Giovannelli, who shares tips on using social media to your brand’s advantage, as Evereve has done. And, from his own personal experience, Giovannelli highlights pros and cons of going into business with a spouse.
Editor-in-Chief of TCB
Co-Founder & Co-CEO of Evereve