T
he Hoffmann Family of Companies is reaffirming its commitment to downtown Naples with the recent acquisition of a corner building on Fifth Avenue South for their clothing boutique, Augusta Clothing Co. Jerri Hoffmann plans to launch the second location this year, citing her love for the area and its upscale backbone.

    The purchase signals a reinvestment in downtown Naples, particularly along Fifth Avenue South, after a 2023 real estate deal sold about 25 Hoffmann properties to Aspen-based M Development. Greg Hoffmann, co-CEO of the company with his brother Geoff, notes that they retain ownership of many local businesses and high-profile properties.

    "We never really divested in Naples by any stretch," he said. "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."

    The Hoffmanns don't have specific properties under contract yet on Fifth Avenue or downtown Naples, but they're actively looking for opportunities to buy. Greg Hoffmann notes that his parents remain residents of Naples, and their company employs thousands of people in the area.

    Augusta Clothing Co.'s new location will be a 4,000-square-foot store with a unique, quaint identity that resembles a residential cottage. Jerri Hoffmann aims to bring an "Old Florida vibe" into the store's architecture, while also honoring local heritage. The store's collection combines different lines curated by Jerri and her buyers in New York.

    The interior will be extensively renovated, but an opening date cannot be pinpointed yet. After opening in Naples, Augusta Clothing Co. stores may be expanded elsewhere, with natural growth markets including Colorado and Michigan.