Ensconced in the shops at charleston place with its profusion of neighboring exclusive retailers and high-end eateries, johnnie-O by M. Dumas & Sons, brings together iconic brands where “East Coast classic meets Southern California casual.”
Under the leadership of Gary Flynn, president and co-owner of M. Dumas & Sons, and David Dumas, the third-generation owner, johnnie-O by M. Dumas & Sons has been exceeding expectations with its first standalone Charleston store, which opened this past September.
Flynn, who is a veteran retailer with a solid résumé that includes 27 years in senior positions with Nordstrom and senior merchandising roles with Hugo Boss and Samsung, is proud of his eight-year track record with M. Dumas & Sons—a 107-year-old company with a storied history that has firmly established itself as Charleston’s leading retailer for men’s clothing.
Charleston Place visitors and nearby residents have been discovering johnnie-O’s timeless, coastal-inspired men’s and boys’ apparel, accessories and footwear. The clothing collection includes formalwear, elevated casualwear, outerwear, and golf and resort attire.
“The premium lifestyle brand features clothing that enhances physical performance—technical qualities such as moisture-wicking properties that are great on the golf course,” says Flynn, who also notes that “johnnie-O’s sports outfits have gained them a significant following and a new audience. Everything in the collection goes together and tells a cohesive story.”
Flynn, who has spearheaded the opening of the store, is quick to point out that the johnnie-O brand has been elevated since Chris Knott joined the company as its chief merchandise officer. “Chris really helped to improve the brand’s consistency,” says Flynn. “He has also really taken the taste level up, and he does a great job of getting his whole design team rowing in the same direction. That is their secret sauce. Now, johnnie-O is a head-to-toe, proven collection, and the brand is more well-rounded—it now features sports coats and pants.”
He points out that customers of johnnie-O by M. Dumas & Sons are usually captivated by the fabric and colors of the clothing. “Once men come into the store, they are drawn to the colors and then to the feel of the fabrics. If they try the clothes on—even if they never heard of johnnie-O—they usually try to put together a three-piece outfit or a sports outfit. Once they make their first purchase, it’s not going to be their last.”
Flynn says some of the best-selling items include johnnie-O’s polos, quarter zips and some of the lighter weight offerings.
“Some of the best-selling pieces include the Sully, a cotton quarter zip that comes in 12 colors and is popularly priced. There is also a new five-pocket pants available that is called the Atlas, and it comes in multiple lengths,” says Flynn. “The pants are very lightweight, and it is very appropriate for the South. Men of all ages are loving it.”
The new store is located at 132 Market St., within The Charleston Place, paying homage to Charleston’s rich history and style. This historic building holds special significance in the city’s fashion heritage as the original home of M. Dumas & Sons. The space has been meticulously restored, blending old-world charm with modern design.
Founded in 2005 by John O’Donnell in Santa Monica, California, johnnie-O is a brand differentiated by its loyal and passionate customer following, high-quality products and omnichannel excellence. The collection includes polos and button-downs featuring the patented “Tweener Button,” bottoms, swimwear, outerwear and a line of performance gear for the active lifestyle.
“The brand’s target is fairly wide,” says Flynn. “I see customers in their young 20s, and I see guys in their 60s gravitate to the brand as well. If the customer doesn’t know the brand, they usually ask if they can try something on.”
Flynn, who has been in retail his entire career, says if it’s possible, he loves his work now more than ever. “This opportunity that I have now never gets stale. End to end, you do it all—the buck starts and ends with you,” says Flynn. “I love that there is no finish line. You are always trying to improve the business. From belts to flip-flops to complete outfits. There’s no end to the possible combinations.”
Flynn habitually tries to instill in his staff the same attention to detail and dedication to the clientele, but he says they are likewise committed—so they make him look good by doing what they do best. “The staff is phenomenal, and they know how to treat the clients,” he says. “They are very sincere and always willing to go the extra mile, which is another reason they have created their own followings.”
When Flynn connected with M. Dumas & Sons, so too did his wife, Heather, and daughter, Lila, who is 13. And the trio couldn’t be happier living in the picturesque setting. Flynn says after working in Seattle; Chicago; New Hampshire; Orange County, California; Minneapolis; South Orange, New Jersey; and Dallas, Charleston turned out to be the icing on the cake.
“We really love the beaches, the waterways and the charming, historic nature of the downtown scene. Everyone has been so welcoming to us that we feel like longtime Charlestonians,” he says.
Flynn makes it a point to embrace this approach at home and at work “With this new johnnie-O store, we’re all trying to pass this Lowcountry hospitality along to our customers—one person at a time,” he says.
Ellen Uribe is an award-winning journalist and a communications expert. She is a sought-after speaker, participating as a moderator and panelist at numerous industry events, conferences and broadcast outlets. She has contributed to Vanity Fair, Palm Beach Life, The New York Times, Chicago Tribune, Women’s Wear Daily and Time Magazine.
