Mara expanding, adding second location on Main Street

New ‘Cardigan’ store will feature women’s casual clothing

To The Press

Mara this week announced the expansion of its business with the addition of a second store, to be opening in February at 101 N. Main St. in Charles City.

Owner Tiffany Rottinghaus said in a press release that the company’s original bridal and formalwear business has grown to the point where she was looking for another location to house her women’s casual clothing selection.

Ideally, Rottinghaus said, she wanted a storefront on Main Street for more visibility and increased accessibility for her customers. She said she chose the name “Cardigan” for the new store as it represents an item of clothing that is timeless, comfortable, classic, embracing, and perfect for all ages.

“Those characteristics align with the brand and its mission,” she said. Cardigan will carry a selection of women’s clothing in sizes extra small through 3X, including sweaters, tops, denim, dresses and accessories.

“This community rallied around our small business this year, and it has meant the world to me,” Rottinghaus said. “The support has inspired, encouraged and propelled us forward, and I am so grateful. I truly look forward to bringing this boutique to Main Street Charles City.

“It’s my hope that it will add to the vibrancy of our downtown, and more people will discover our business in its new, more visible location,” she said.

The casual clothing has been located in what is called The Studio at Mara, a second building on the Kelly Street property that changed merchandise seasonally, including a prom store January to May.

Mara will continue to carry bridal and formalwear including wedding dresses, bridesmaids’ gowns, tuxedos, and mother and flower girl dresses, Rottinghaus said. The studio at Mara will continue to carry a large selection of prom and homecoming dresses.

“We have no intention of moving our bridal and formalwear business,” she said.

“The house-turned-boutique on Kelly Street has served our brides and prom customers so well, we couldn’t imagine doing it elsewhere,” Rottinghaus said. “Moving the casual clothing offering downtown and rebranding it Cardigan allows for both businesses to have their own intentional spaces, with very attentive and trained staff.”

Mara opened in November 2017 at 500 Kelly Street as a bridal, prom and tuxedo store, then the next year expanded to add casual women’s clothing.

The business has grown, especially after launching curbside pick-up and online shopping at the onset of the coronavirus pandemic, Rottinghaus said.