Broin brothers-owned Cufflinks to open local storefront

The Broin brothers bought themselves a men's fashion accessories company in Texas, and now they've brought it to Sioux Falls. 

The trio – Adam, Derek and Jacob – moved the business back to their home state and plan to open their retail store front in south Sioux Falls, in MacArthur Square, at 5000 MacArthur Lane, Suite 100, on March 14.

"Our company's core focus is to elevate originality," said Adam Broin, president of Cufflinks.

A look around their new, brightly lit retail location makes the case. The company has a machine that does photo-quality cufflinks engraving, with samples on display. There are cufflinks, tie clips, ties and other accessories dependent on licensing from sports teams, Game of Thrones and Harry Potter.

More:Three brothers buy men's accessories business, move to Sioux Falls with big plans

But even the items linked to high-profile pop culture properties strike a balance between reference and subtlety. Sure, that's a tie-clip featuring the wolf head of House Stark from Game of Thrones, but the tie features a quiet, precise pattern of swords, distinct enough to see, but understated in a way that it doesn't gouge out your eyes. 

This is the product of Cufflinks' use of in-house creatives, both designers and a full-time product photographer, who work within the company and its license-owners (think Disney and Marvel, Warner Bros and DC Comics) to make products for retail sale and wholesale.

"We're doing our customers a disservice if we're just slapping a logo on something," Broin said.

This, the Broin brothers hope, is part of their recipe of success as they market both their own brands (Ox & Bull Trading Co.) and provide items at wholesale to upscale retailers such as Brooks Brothers and Neiman Marcus.

Don't think the Broin brothers and the company, which employs 16, takes themselves too seriously. The designer items on Cufflinks.com are matched by the branded Mickey Mouse and other items to be found on their Cufflinks Inc. site, which occasionally walk a bit more on the wild side.

The company's back offices hold their own comfortable informality: Star Wars items are easy to spot around the office, and Broin, speaking to the Sioux Falls Business Journal, was sporting Thanos gauntlet cufflinks and Iron-Man socks. 

The company employs 16 in South Dakota with several more employees working remotely. And then there are the three brothers at the core of Cufflinks' operations.

How do they get along as family members in business together?

"Trust in brotherly love," Broin said. "We have a lifetime experience in conflict resolution."