If you’ve driven down Monroe Street the past couple of weeks, you might have noticed a new bright yellow awning.
The interior of Hive is just as welcoming as you could imagine from a place with such a cheerful awning.
Hive of Madison, Monroe Street’s newest retail spot, offers a wide variety of outdoor clothing for both men and women, home accessories, jewelry and other lifestyle products.
Owners Troy Kattreh and Pam Schwarzbach, a husband and wife team, opened the shop to bring outdoor and lifestyle retail to Monroe Street.
As two former residents of Monroe Street, now living in the Regent Street area, they’ve always held the neighborhood near to their hearts and couldn’t pass up the location.
“It’s a neighborhood that has a soul,” Kattreh says. “The neighborhood [and] the people who live in this neighborhood are very supportive, in general, of merchants on this street.”
Through their work experience with The Ascentials, the outdoor brand-focused independent sales representative company the duo founded, Schwarzbach says they’re able to get feedback from retailers on what products and styles working and what might not be on the market. With this insight, Schwarzbach says they’re able to determine what to stock and curate for Hive.
Kattreh says they wanted to bring fresh brands and ones they have personally worked with to Monroe Street, since many of those brands might be not be regularly available at larger area stores.
“We really wanted to offer a unique and curated retail environment here,” Kattreh says. “The brands that we’re carrying we feel do a great job of offering that.”
Some of the brands they sell are Nau, Patagonia, Toad & Co., Smartwool, S’well, Krimson Klover and Pistill. Kattreh says many of the brands use recycled fabrics and keep sustainability at the core of their mission.
When it came to naming their new store, Schwarzbach says she’s always loved the word “Hive” since it evokes a certain buzz of energy.
After they chose the bright, yellow awning color for the outside of the store, the color ironically ended up being named “liquid honey”—something Schwartzbach calls “almost cheesily too perfect.”
Inside, the wood accents, green, orange and white walls and wooden flooring fit an outdoor-themed shop. With its two entrances, one across from Trader Joe’s and the other next to Strictly Discs, there is plenty to see within the spacious store.
Kattreh says they plan to keep the store consistently evolving. Both see the possibility of offering more home goods like candles and local food products while keeping the outdoors at its core.
“It allows us to go in various directions or continue to expand upon what we are doing without feeling constrained by the name,” Kattreh says.
Maija Inveiss is digital content editor at Madison Magazine.