From College to a Chic Boutique: Winona's 507Company newly opened
In the heart of historic Winona, a fresh energy is radiating from a charming storefront on West 3rd Street. Behind the inviting displays of stylish clothing and accessories at 507Company are two dynamic young entrepreneurs, Phoenix Matthees and Hayden Dais, who are proving that passion and perseverance can indeed turn dreams into reality.
Their story, as they tell it, began in a decidedly less glamorous setting: a couch and a laptop back in 2021. Dissatisfied with the traditional nine-to-five grind, Phoenix and Hayden decided to forge their own path. "We just looked at each other and said, 'Do you want to do this?'" Hayden recalls with a smile.
With a crucial assist from Hayden's mother, an experienced business owner, the duo navigated the initial hurdles of launching their venture. Their early days involved storing inventory at Hayden's grandparents' truck shop and hitting the local vendor show circuit to build their brand. For two years, they diligently showcased their initial offerings, primarily t-shirts, working hard to get their name out there.
However, Phoenix and Hayden recognized a missing piece in their online-focused strategy. "The online sales weren't really picking up like we hoped," Phoenix explains. "People wanted to try things on." This realization sparked the vision for a brick-and-mortar store.
When a space became available, they jumped at the opportunity. December 2024 saw them transforming the building, painting, and constructing the essential elements of a retail space. On February 1st 2025, the doors of 507Company officially opened, and they haven't looked back since.
The evolution of their product line is a testament to their responsiveness to customer needs. While they started with a focus on t-shirts, their current inventory boasts a diverse range of women's wear, including dresses, jumpsuits, jeans, and shoes – all allowing customers the crucial "try-before-you-buy" experience. "That was our main issue," Hayden admits, "now people can come in, look at it, feel it, try it on, and see if they love it."
In today's digital age, online presence is key, and Phoenix and Hayden understand this well. They diligently post daily on Facebook and Instagram under the handle 507Company (and @507c.o on Instagram). While paid ads didn't yield the desired results early on, their consistent social media engagement has proven invaluable in reaching their audience. "We get a lot of our reach on there – a lot of posts, comments, shares, likes," says Phoenix.
Adding to their marketing success is the strong sense of community in Winona. "Word-of-mouth travels a lot here," Bringing new people by every week to the store.
Balancing their growing business with other commitments – Phoenix is set to graduate in May, and both hold other jobs while Hayden is also in school – is a testament to their dedication. "We're always juggling a hundred things at once, but it'll be worth it in the end," Phoenix affirms.
Their advice to aspiring entrepreneurs? Just go for it. "So many people sit on the fence and dream about it but never actually pull the trigger," says Hayden. With the unwavering support of their families, who pitched in with everything from construction to cleaning, Phoenix and Hayden took the leap.
Looking ahead, 507Company is even expanding its offerings. Notably, they recently started carrying women and men's shoes from Twisted X, a well-known Western-inspired brand. This unexpected addition came about through a serendipitous connection made by one of Phoenix's connections. "We're a little side of country, so we try to add in a little bit of Western flair," Phoenix explains. The arrival of a recognized brand like Twisted X is a significant milestone, a sign that their little dream in Winona is attracting attention.
The remodeling of their space was a family affair, with Pinterest providing inspiration and their fathers and mothers bringing their visions to life. Even the building itself, holds a touch of history, featuring a classic tin ceiling that customers often admire.
507Company isn't just a clothing store; it's a reflection of Phoenix and Hayden's vision, hard work, and connection to their community. They've created a welcoming space where women (and now men!) can find unique styles and feel good about their purchases. For Southeast Minnesota fashion enthusiasts and anyone who appreciates a compelling story of local entrepreneurship, 507Company in Winona is a must-visit.
This article was made with assistance from AI
