The population of Murphysboro in Jackson County in southern Illinois is roughly seven thousand people. In terms of shopping opportunities, the community is not large enough to support large shopping malls or even a significant number of strip malls. Chelsea Maynor and her husband, Christopher, looked at that dynamic and saw an opportunity to bring men’s fashion and fun to their hometown. So, the Maynor’s opened Daniel Deans.
“The store was needed in Murphysboro just because there’s nowhere for men to go and kind of put their hands on an item, a T-shirt, or a new hat,” said Christopher sitting up with a smile. “So, instead of ordering it online, we give them more opportunity to come in and actually see and feel the clothes and get that good feeling you get when you put on a new piece of clothing.”
“A typical customer can be anyone from the age of 85 looking for a new suit to a 15-year-old boy wanting a new T-shirt and hat for the weekend,” said Christopher.
The Maynors seized an opportunity to launch their business during the town’s signature event, The Murphysboro Apple Festival. It was a decision that they say helped them quickly establish their presence in the community.
“We opened the store in September 2023,” recalled Christopher. “We kind of rushed to get it open. It was the citywide Apple Festival, and we didn’t want to lose the foot traffic in getting our name out there. So, September 23rd was when we opened the store.”
Despite being in a smaller community in Illinois, Daniel Deans does not shy away from competition.
“We’re a small-town store, but we’re competing with the big box brands,” explained Christopher. “We’re bringing in stuff that’s usually not found in the area. Our competition are feed stores and your local super centers. So, when you want to try on different clothing, that’s not in one of those stores, you come to Daniel Deans and we’ll take care of you.”
The cleanliness and the warm customer service distinguish this store, but what makes Daniel Deans even more unique is the fact that it is proudly veteran owned.
“It’s nice being a veteran-owned company,” said Chelsea. “We have a lot of veteran (customers) which kind of shocked me. My husband being a veteran, you know, there’s a different definition between a veteran-owned business and a civilian-owned business. Veterans will come to the business. I have them every day. They don’t know what’s in here, but they are coming here to support the veterans and the veteran’s family.”
Christopher’s military background plays a significant role in the store’s identity and mission.
“I did 14 years in the Army. Loved every year of it. I spent three tours in Iraq,” recalled Christopher. “I lost a lot of good friends. More after (deployment) with suicide and stuff like that. But the military and my brothers and sisters mean a lot to me. So, we’re always out helping, trying to help fellow veterans.”
“We have a board here at the store that veterans, anytime we have someone that comes in, we show them this board,” added Chelsea. “It’s got information about different programs around here (for veterans). The local VA, different things that are offered there for them.”
“Our sign says veteran owned, and we’re very proud of that because my fellow veterans and I, we fought for our country and we would die for this country,” said Christopher with palpable pride.
Everyone wants to know: Who is Daniel Dean?
The story of Daniel Deans is deeply rooted in family history. The store’s name itself carries deep meaning for the Maynor family.
“Daniel Dean was my father. I’m Christopher Daniel. Then my son is Lane Christopher Daniel,” explained Christopher. “We’re honoring and keeping his (Daniel Dean) memory alive with the store name and everything.”
“Daniel Dean, his name will always live on as long as we have this door open,” added Chelsea. “We hope to pass it down to our children. You know, he will always be here. We even have his deer in our store. There’s lots of other little pieces of his life here that we have. I have a picture of him when he was in the service and I want to put it next to my husband’s service picture.”
As you walk around the store there is much more to see than just great shirts, pants and hats for sale. It is also a loving tribute to the Maynor’s family history and Christopher’s father.
Working in retail is not a new experience for Christopher who worked in local retail as a teenager.
“I worked for a clothing store, and I really learned how to sell there because you didn’t collect a regular paycheck,” recalled Chris about his experience. “You worked off commission and so you had to push sales. You had to feel out your customers. You had to remember who they were. You had to remember what sizes they were. So, when they came in, you can make a better sale.”
“We’re doing the same thing (here at Daniel Deans),” said Christopher with a smile. “I help a customer out and my goal is to give them that special feeling when you have that brand new clothing on and you just, you just feel good about yourself.”
Part of the decision to open the store was cemented by a memorable buying experience.
“I was looking for clothing to go on vacation with because I wanted to wear something new, and I wasn’t able to get that here (in Murphysboro), so I had to go online,” recalled Christopher. “I purchased a piece of clothing online. It came, and it was too small. Well, I had to drive 30 minutes at the time to return that item. So that was the deal breaker for me. I was like, ‘We need a store where gentlemen can go put their hands on and make sure it fits.’”
Daniel Deans: Open for business
“When we first opened, I was a little nervous just because we were putting our savings into this,” recalled Chelsea.
Initially, the store was something of a mystery to the local community,” said Christopher. “People didn’t know who opened Daniel Deans. They just saw a men’s clothing store was coming to town.”
However, the Maynors had identified a clear need in Murphysboro.
“It was difficult to find more upbeat clothing, more casual wear in our area,” explained Christopher. “So, that was what we brought to the community. We brought clothing that they could find, see online and be like ‘Hey, this is actually in Murphysboro. Let’s go get it at Daniel Deans.'”
The store offers a diverse range of products to cater to various tastes and occasions.
“It’s more of a T-shirt style, everyday wear with some nice shorts and stuff,” Christopher said. “A lot of button-up polos, everyday shorts, it’s very wicking and has a very soft feel to me. Plus, we have quite a few different hat brands.”
In addition to casual wear, Daniel Deans also sells and rents formal wear. Christopher and Chelsea say men in their community want to look great for weddings, proms and other special events.
Christopher says his military background has proven to be invaluable in managing the business.
“What I’ve learned from the military about owning a business is you have to stay calm. It’s constant chaos and you have got to take care (and stay in control),” said Christopher. “All around, especially the customers who come in looking for tuxedos, and you’ve got four or five guys trying on clothes, you have to move and communicate and move forward.”
Christopher’s military experience also translates into unique customer service for the gentlemen who come into the store to buy a new suit.
“When I was in the military, I learned how to wear a uniform properly,” chucked Christopher. “It was a suit, but it had awards on it. So, you take the awards off and you got a suit. I learned in the military the proper way to wear a suit, the correct length, when to button, when to unbutton and just the way to wear it. I’m transferring that knowledge to our customers, so they know how to wear the suit correctly.”
The Maynor’s commitment to customer service is at the heart of their business philosophy.
“If you continue to take care of your customers, the customers take care of you,” explained Christopher. “That’s a good thing about small communities. We’re all in it together.”
“And we get to know the customers,” added Chelsea. “I feel like they’re a part of our family, Daniel Deans’ family.”
While running a business has its challenges, the Maynors say they find life to be rewarding at Daniel Deans.
“We have our stressful days. Obviously, running a business is not all what you think it would be,” admitted Christopher.
“There’s definitely ups and downs, but there’s way more ups getting to do it together.” added Chelsea. “Christopher has taught me to be very patient. Some things I will question, and he’s taught me, like with the suits and tuxedos, the proper way to button your coat and the proper way your sleeves need to hang out just a little bit underneath and even the pocket square. So, we definitely learn off of each other.”
Illinois retail life
It is clear the Maynors are committed to the success of their store, but also their community. Christopher held a long-running leadership role for the VFW in Southern Illinois.
“The town is reenergized,” said Christopher with a smile. “We’re taking care of each other, and communities in the area are taking care of each other. So southern Illinois and Murphysboro is turning the corner and is coming back as a booming little town.”
What people should know
The Maynor’s love what they have brought to their small and vibrant community. They want those who make policy to know that their business is as vital as any other business in the state of Illinois.
“What I would like the people of Illinois to know about owning a retail store is it’s a struggle some days but it’s a great thing to do in helping rebuild Illinois,” explained Christopher. “It helps fill holes in our streets. It helps grow your community. It’s great to help people around you and you can also make a living off of it. “
“Think about us smaller businesses, smaller towns. You know we need just as much help growing our communities as they do in larger cities. We might not have the votes that you need as Chicago does, but we have heart and we’re behind you.”
“I would like the politicians of Illinois to know; Don’t forget about us small people outside of Chicago,” added Chelsea with a smile!
A love of retail
The pride and satisfaction of bringing something special to Murphysboro is not lost on customers when they meet the Maynors inside of Daniel Deans.
“I love being a retailer just because every day I get to meet someone new, someone different. I get to hear their story. I get to tell them my story too and help them find something that makes them feel good about themselves,” Chelsea shared with a smile.
“I like being in retail because of my customers. I get to talk to them. I get to see them more often. I get to help them find that outfit they’re looking for that Friday, Saturday night or something like that,” explained Christopher. “As a veteran retailer, I get to go a little bit farther with my veteran customers. I can lend an ear when they need it. I say, ‘Hey, you’ve had a bad day just come talk to me. I don’t care if you buy anything. My ear is always open.’ We’re always out to help our veterans and as a retailer that gives me that more time to talk to veterans that come in.”
As Daniel Deans thrives in Murphysboro, one can’t help but wonder what the store’s namesake would think of this bustling family business. When asked about his father, Christopher’s voice brimmed with emotion and his eyes filled with tears.
“He was my hero. That’s all I can say,” reflected Christopher with his words carrying weight of admiration and love.
And what would Christopher’s father think of this unique store in the heart of Murphysboro with his name on it?
“He would think it was crazy, because he always thought you had to work for somebody to get the benefits and all that stuff,” said Christopher about his father’s practical nature. “Any time I talked about being my own business owner, he’s like, ‘No, that’s no, you don’t want to do that.'”
But as Christopher looks around a store that bears his father’s name, his expression turned into a big smile.
“I think he’d be proud after seeing it all.”
