Denver entrepreneur opens new apparel shop inside Union Station

A new apparel retailer has opened its doors inside Union Station in downtown Denver. Dane Burneson, a 43-year-old Colorado native, launched the store this week under his new company, Bomae Brands. The location occupies 600 square feet of space that was previously leased to the bohemian gift shop 5 Green Boxes. That business closed its operations at the station in March.

Burneson founded the local apparel brand Aksels in 2007. He sold the company to Minnesota-based Lakeshirts in May 2023. After serving as a consultant for two years, he ended his contract with Aksels about a year ago. He stated that he found it difficult to slow down after leaving the brand he created. Burneson noted that his mind requires constant activity and production.

The new venture includes two distinct product lines. One is Fundimal, which features animal-style prints. The other is Woody Baxter, which covers all other patterns. Burneson named the latter after his father's middle name, Woodrow, and a late college friend named Baxter. The company name Bomae combines the names of his son, Bo, and his mother, Mae.

Unlike his previous brand, which sold hardware, cups, and umbrellas, Bomae focuses strictly on hats, shirts, and socks. Burneson said he redesigned all products for the new lines. He also noted that he remains the only employee at the company. Family members assist with cleaning the office in Centennial and helping ship orders from a fulfillment center in Globeville.

For the past 10 months, Burneson has focused on selling his apparel to tourist shops across the United States. He has attended trade shows in California, New Mexico, and Florida to build new relationships. He said the company reached a stable cash flow position six months ago. This milestone occurred after he secured enough wholesale accounts to support the business. He described this point as the drying of the cement in the foundation.

Burneson began searching for a retail location in Denver after learning about funds from the Denver Downtown Development Authority. He initially looked at spaces in the Denver Pavilions and along the 16th Street Mall. He chose Union Station because he believes it offers a stronger business environment than the other areas. He found the specific unit through an online listing and contacted Pat McHenry, who leases space for City Street Investors.

Burneson signed a five-year lease for the Union Station space. The store will sell Woody Baxter and Fundimal gear, along with postcards, drinkware, and candles from other local vendors. He plans to appeal to both locals and tourists by maintaining high quality in his products. He said he does not skimp on materials, which has helped him succeed in the tourist market.

Burneson said he invested seven figures into Bomae Brands so far. He is satisfied with the current sales performance. He also plans to open another Bomae store in Salida next year. The company maintains a website, but Burneson said he will not focus heavily on online sales until next year.

He expressed confidence in the local economy, stating that Denver will rebound from its current challenges. Burneson said he is not worried about the town's future. He viewed the current economic climate as a good time to enter the market.

The store at Union Station represents Burneson's return to full-time entrepreneurship after his time with Aksels. He said he underestimated the work involved in starting a new business. Despite the challenges, he said the foundation is now built and he is ready to move forward with the next phase of growth.