Update: The M Den location at Twelve Oaks Mall has closed, the store announced Thursday, August 15. The company is awaiting the sale, the store said.
The University of Michigan athletic department is no longer interested in collaborating with The M Den. However, the school is fixated on the retailer’s name.
According to an email sent by an athletic department representative to all of the school’s retailers earlier this month and obtained by MLive, Michigan plans to name another company as the official team shop. “We intend for Legends (Global Merchandise) to operate under the store name ‘The M Den,'” the email states.
M Den is in financial trouble. As MLive’s Sam Dodge reported Wednesday, the company recently agreed to pay $288,743 in three separate lawsuits after several suppliers and malls sued M Den this year for nonpayment of services or rent. That was odd timing, since the Michigan football team won the national championship in January, an event that was supposed to boost M Den’s profits.
M Den has been Michigan’s official merchandise retailer since the early 1990s (except for 2009). In Ann Arbor, there are M Den stores on State Street, Main Street and Briarwood Mall, and a store in Detroit.
(Note: On Thursday afternoon, shortly after this article was published, M Den announced that it was closing its Novi location, effective immediately, “in consideration of the sale of our business.”)
During Michigan home games, a pop-up tent is set up across from Michigan Stadium. M Den sells clothing, home goods, and memorabilia with the Michigan logo, among other items.
The email to retailers, sent earlier this month by Michigan’s athletic commissioner of brands, licensing and partnerships Kristen Ablauf, said Michigan is “currently in discussions” with Legends. “We fully expect to reach an agreement shortly, however, we all need to proceed with the order placement process to get the products here as quickly as possible.”
“Someone from Legends will likely be in touch to discuss the plans, and we appreciate your willingness and effort to get the product to them.” Ablauf acknowledged that the schedule is “ridiculously tight” because the fall semester begins on August 26 and Michigan football season starts five days later.
Legends Global Merchandise has offices around the world with departments responsible for sales and sponsorship, hospitality and operations, and merchandise, among others.
While the “M” in M Den is often depicted as the school’s famous “M,” it appears that the store’s name belonged to the company, at least initially. Ablauf’s email suggests that the school plans to transfer ownership to a new operator.
M Den owner Scott Hirth did not respond to MLive’s call or text message on Wednesday. A Legends spokesperson responded to an email without comment. Expiration did not respond to an email.
“We hope we can all work together to get the products here on time and continue to offer our fans a strong assortment and an excellent shopping experience for their customers,” Ablauf told retailers.
“We are confident that through our incredible partnerships, we can take this new direction and build something that exceeds even previous expectations.”
MLive’s Sam Dodge contributed to this story.
