"The idea that I can make a difference in someone's life gives me encouragement and strength.
That has multiplied through all of our franchise owners nationwide. We have the power to make a positive difference in the world... and that is a beautiful thing."

- Marie DeNicola, Founder


Our franchisees, in 24 states across the country, have backgrounds as medical professionals, accountants, parents, corporate salespeople, teachers and students. These individuals with such varied backgrounds come to us with something powerful in common: They are driven to do more. They want to make a difference.

At Mainstream Boutique, we are dedicated to caring for others. We are passionate about lifting customers up and making them feel beautiful. We believe in the power of community and in the value of strong local communities.

In 1991, Marie and Nick DeNicola relocated to Minnesota to pursue a career opportunity for Nick. With two young boys at home, Marie decided to start her own small business that combined her education in marketing, career experience as a Buyer in the fashion industry, and her love for women and all things fashion. Mainstream Boutique was born...and quickly grew into a million dollar business from the extra bedroom of her home and was invited on the Oprah Winfrey show to share how she did it. Women from all over the world reached out wanting to be part of Marie's vision, which led to the creation of the Mainstream Boutique franchise concept.

Mainstream Boutique is built on family. Marie and Nick's children have all built careers here: Corey as CEO, Clay as Director of Franchise Development and Mikayla (Mac) Ketterling as Manager of our flagship store in Apple Valley, Minnesota and Marie's partner in the Mac and Me brand. Nearly all of our franchisees own or operate their Mainstream Boutique with a family member. Our franchisees include mothers and daughters, sisters, cousins, fathers and daughters, and husbands and wives owning and operating successful businesses in communities all across the United States. Customers make shopping a family event, too, because our boutiques carry a unique, multigenerational product assortment. We often see stylish moms, daughters and trendy grandmas all shopping together!