Fresh Produce Sportswear

Fresh Produce Sportswear is a women’s clothing company specializing in resort-inspired apparel that reflects a relaxed, vacation-oriented lifestyle. The brand was founded in 1984 by Mary Ellen Vernon and Thom Vernon in Boulder, Colorado, with the goal of creating colorful and comfortable pieces suited for coastal living. Over time, Fresh Produce expanded from a local business to a national presence, opening company-owned boutiques and building partnerships with specialty retailers across the country.

A pivotal moment for the company came in the early 2000s, when it developed a robust wholesale network and launched its e-commerce platform, allowing Fresh Produce to reach customers nationwide. The brand became particularly well known in resort towns and coastal communities, offering casual dresses, tops, and accessories made from soft, high-quality fabrics.

As of November 2025, Fresh Produce operates three physical stores, focusing its brick-and-mortar presence in select resort markets. The company’s primary channel is now direct-to-consumer through its website, reflecting a strategic shift toward e-commerce and a more streamlined retail footprint. This approach follows a period of consolidation and change, including the acquisition by Momentec Brands in 2020. Since then, Fresh Produce has scaled back its physical locations, prioritizing online sales and maintaining boutiques in high-traffic vacation destinations.

The brand continues to concentrate its retail activity in areas such as Florida, California, and South Carolina, favoring markets that attract leisure travelers and seasonal visitors. While not pursuing aggressive expansion, Fresh Produce remains open to new opportunities in prime resort settings. The company’s reputation for distinctive store concepts and its ability to draw consistent foot traffic in lifestyle centers make it a notable tenant for properties catering to the travel and leisure segment. With flexible store formats and a long-standing presence in resort retail, Fresh Produce offers a credible and adaptable option for owners and developers focused on experiential shopping environments.