When Grant Hammer decided to open The Crafted Stag Supply in Springfield, he was not following a traditional retail playbook. In fact, he did have a single day of prior retail experience. What he did have was a vision, confidence in his ability to learn, and a desire to bring an original shopping experience to his community, especially to the men of Springfield.
“My why for doing this is to offer my community something special,” Grant said. “There’s nothing like this here in Springfield. It’s truly unique.”
Today, The Crafted Stag Supply combines men’s clothing, a barber shop, and a full bar under one roof, creating what Grant describes as a modern-day clubhouse for men. That idea eventually became the store’s mantra: “Beers, Barbers, Bros, and Clothes.”
“Guys are pretty basic,” Grant said with a laugh. “They want the basic things: a good haircut, a good drink and maybe a good golf shirt. Guys keep it pretty simple.”
In an article about the store in The Illinois Times for its Best of Springfield 2024, the write-up characterized The Crafted Stag Supply as a chic hangout for a wide swath of dudes with diverse tastes.
“‘Parks and Recreation’ characters Ron Swanson, Chris Traeger and Tom Haverford would each feel at home here, as this business has something for everyone,” the write-up stated.
A vision built through travel & observation
The vision for The Crafted Stag Supply grew from experiences gathered by Grant and his wife, Jennifer.
“When we go places, we just made notes,” recalled Grant. “Things that we like. We know what we like. And we wanted to replicate that here in this space.”
Even the name of the store reflects Grant’s personal interests and creativity.
“We came up with the name, ‘The Crafted Stag Supply,’” he said. “I had a cabin. I’m also a skier from my younger days. Every cabin and every ski run has a great name. We just threw some things in a blender, and we knew it when we heard: ‘The Crafted Stag Supply.’”
Learning retail from the ground up
Prior to The Crafted Stag Supply, Grant worked for years in the field of government affairs with a statewide association that focused on conservation. Grant said it was meaningful work, but that he had reached a point in his career where he wanted a new challenge.
Despite having no retail background, Grant believed he could make the business work.
“What made me think that I could do this is just a belief in myself. I’ll work tirelessly to meet a goal. I’ll find people with the knowledge.”
Rather than pretending to have all the answers, Grant sought out mentors who could help him navigate the industry.
“I’ve always found people that are willing to share information if you just ask,” he said. “Typically, people are willing to share the wisdom that they’ve picked up along the way.” That willingness to learn has been a key part of his success.
“I had several mentors,” Grant said. “I found people that worked in the clothing industry who were supportive of me, who were willing to make time to help guide me. Some have gone out of their way to really school me in the finer points. The information and wisdom passed to me has been entirely helpful and has made this process and journey so much easier.”
More than a store
Grant believes that what distinguishes The Crafted Stag Supply is the top-tier experience.
“Convenience is everything,” Grant said. “We’re all busy. If you can knock out the haircut before the big event that weekend and grab the new shirt, it’s just so easy to get it done under one roof.”
The store’s inventory is intentionally curated around products Grant said that he enjoys himself.
“The secret ingredient of our success? I think it starts with a good idea,” he said. “We consolidate things that guys need. We carry everything from belts and wallets and barbecue sauce and just things that when I see them and think they’re cool and that I would buy, I’ll usually end up buying more than a few.”
The result is a business that serves a wide variety of customers.
“Our typical customer really varies,” Grant said. “We have a price point for everyone. We have products for the guy who’s just grabbing a haircut and maybe a T-shirt for the weekend. We have the more upscale customer who wears blazers. Periodically, we’ve got the customer who buys suits.”
Why retail matters
For Grant, the most rewarding part of retail is not the merchandise he sells, but the people he gets to meet.
“The people that I get to meet is just so incredibly fascinating. It’s rewarding being able to help people.”
He recalled a recent interaction with a retired Army major. The decorated combat veteran came to The Crafted Stag Supply looking for a suit to wear as he traveled to promote a book he had written.
“We were able to help get him into a suit. He left really happy,” Grant said. “Later, he left me a signed copy of his book, and I’ve been reading it and really enjoyed it. These are the interesting people you meet in this store.”
Those personal connections are what make retail special, according to Grant.
“I feel The Crafted Stag matters because we offer that local touch,” he said. “Our customers come in; they recognize my store manager. They recognize me. We build a relationship over time. Maybe we’ve helped them celebrate a couple of birthdays or that graduation.”
In an increasingly digital world, Grant believes people still value face-to-face relationships.
“People still crave that connection to people, that familiarity,” he said. “It feels good to come in and support someone who lives in your community.”
He also takes pride in seeing customers in Springfield wearing products purchased from his store.
“I was at Sunday Mass and saw the pastor wearing a shirt from my store. It makes you proud. It’s fun to see people enjoying things that you sell.”
Advice for future retailers
More than two years after opening The Crafted Stag Supply, Grant said he believes one lesson stands above all others for aspiring entrepreneurs. Find a mentor.
“The advice I would give to someone who has never been in retail before, who is endeavoring something, would be to find a mentor,” he said. “Find someone who is willing to share information with you and make your path easier.”
Grant said he gained success at his store because he was willing to ask questions, listen to experienced professionals, and be receptive to growing and learning.
His story serves as a reminder that retail success does not always begin with industry experience. Sometimes, it begins with a strong idea, a commitment to your community and the willingness to learn from others along the way. And in Springfield, the end result is now a one-of-a-kind destination where men can grab a cocktail, get a haircut, and find a trendy and fashionable new outfit.
“I’m very proud of how far we’ve gotten. I’m proud of the space. I’m proud to offer something unique to my community. I’m proud of the success that we’ve had to date,” Grant said.
