The recent acquisition of a corner building on Fifth Avenue South for its own clothing boutique signals that the Hoffmann Family of Companies remains dedicated to downtown Naples.

“Here we are again,” said Jerri Hoffmann, who plans to launch the second location of her Augusta Clothing Co. this year on the northeast corner of Fifth Avenue South and Sixth Street South. “We love it. We love Fifth Avenue. We love Naples. We’re committed.”

After a 2023 major real estate deal sold about 25 Hoffmann properties in downtown Naples to Aspen-based M Development, the latest venture by Hoffmann Commercial Real Estate indicates a reinvestment in downtown Naples, particularly a commitment to acquisitions along its upscale backbone, Fifth Avenue South.

“It’s great to have property on Fifth Avenue again, and to bring such a beloved boutique to the area,” said Greg Hoffmann, co-CEO of Hoffmann Family of Companies with his brother, Geoff Hoffmann. “We are big believers in Naples commercial real estate and will always be looking for opportunities to acquire.”

The packaged sale of its impressive collection of downtown real estate was just a matter of being in the right place at the right time, Greg Hoffmann said, but the Hoffmanns retain ownership of many local businesses, as well as high-profile properties such as Hertz Arena and Old Corkscrew Golf Club in Estero and Old Collier Golf Club and American Farms in the Naples area.

“We never really divested in Naples by any stretch,” he said. “As you know, we own a lot of other properties around the area and certainly a ton of businesses. So, it’s not like we have gone anywhere, and we’re always looking for new opportunities. This one presented itself — happened to be on Fifth Avenue — and we jumped on it. It was just another great opportunity in a part of the company that we love to invest in — that being Naples, Florida, Southwest Florida.”

The Hoffmanns don’t necessarily have specific properties under contract yet on Fifth Avenue or downtown Naples, but don’t expect this recent local acquisition to be their last.

“We have irons in the fire, but nothing specific to those parameters,” Greg Hoffmann said. “We’re still very interested in and active in that market, so if there are opportunities to buy, we are looking at them, as well, and we’ll jump on the right ones as we have in the past. So, never say never, you know. There could be something else on Fifth Avenue come down the line that we would take a look at, but nothing to speak of at the moment.”

Hoffmann notes that his parents, David and Jerri Hoffmann, remain residents of the city of Naples and their company employs thousands of people here. “We haven’t gone anywhere. Nothing has really changed,” he said.

In early July, the Hoffmanns purchased the 0.11-acre property at 601 Fifth Ave. S. from R.L.R. Investments LLC, an Ohio-based real estate investment company that also owns Royal Shell Real Estate, which had an office there for about 15 years. The location also previously was a store for Congress Jewelers. Royal Shell recently relocated to a new real estate center at 3000 Tamiami Trail N. in Naples.

“We’re excited, obviously, to get that property in our hands,” Greg Hoffmann said. “It’s a great part of town.”

Augusta Clothing Co.

Jerri Hoffmann told her son, Greg, who runs the commercial real estate part of the company, to keep his eyes peeled for opportunities to expand her clothing store concept into Naples. Greg Hoffmann said his mom’s strategy is to grow her successful Augusta Clothing Co. beyond Augusta, Missouri, where it launched in April 2022.

“She’s always, obviously, wanted to look into new markets, and I think Naples is the perfect place to do that. We’re excited as a company and she’s very excited to get it open as quickly as possible and watch it be a huge success,” he said.

The more than 4,000-square-foot Naples store will open in a corner property that resembles a residential cottage with a tiled hip roof. The future store’s exterior already has a unique, quaint identity for Fifth Avenue. The new store in Naples won’t have the history of the original’s old brick wine hall in Missouri, of course, but the Hoffmanns hope to still honor local heritage.

“What we’d like to do is sort of bring in that Old Florida vibe into the store as far as the architectural part of it goes,” Jerri Hoffmann said.

“I’d like to replicate the brick that we have in our store up north; either put it on the floor or somewhere,” Hoffmann said. “We’ll have kind of that little reflection, just a nod to our clothing company up north, but with a Florida vibe, for sure.”

The clothing store is a pet project for Jerri Hoffmann, who used to work for The Limited clothing retailer early on and opened stores for them before leaving to raise her family. Her husband, David Hoffmann, inspired her to rekindle her passion for fashion.

“Dave’s always told me ‘You need to get back into fashion. Just do it,’ so, here we are,” she said. “It truly is my baby. I’ve always been interested in women’s retail and fashion.”

The store’s collection combines different lines that Jerri Hoffmann has curated through a couple of buyers she works with in New York.

“So, I collaborate with them, and we pick out different designers and looks and all that and assemble a collection that’s been pretty popular,” she said. “We carry a lot of what I like to call sort of bridge lines, transitional lines, so our audience really is anything from young professional girls in their late twenties, early thirties, all the way up to, you know, I shop there.”

The store’s exterior will be painted “Hoffmann white,” of course, and will feature a metal plaque designating it part of Hoffmann Commercial Real Estate. The interior will be extensively renovated, so an opening date for the store cannot be pinpointed yet. Plans for the buildout still need to be finalized and approved, Hoffmann said.

“We’re going to get it done ASAP, as we like to do things,” she said. “I’m meeting with our architect and designer next week, so I’ll have a better idea then.”

After opening in Naples, Augusta Clothing Co. stores may be expanded elsewhere.

“Colorada, Michigan, these other markets where we have a presence just makes a natural growth story for the brand to be alongside there,” Greg Hoffmann said.