She’s got the look: Key Casuals has new owner and new women’s clothing line

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Key Casuals has a new look, a new owner and a new line of women’s clothing.“Our motto is, dress like you’re on vacation,” said Melissa Grossenkemper, the store’s new owner and buyer. “Vacation clothing designed to appeal to women age 25 to 45 who are visiting or living on or near Siesta Key is what makes this store such a special place.”

The shop features lightly colored, cool and breezy pants, tops, dresses and beach wraps selling between $30 and $150.  Straw hats range in price from $24 to $60. Fashionable straw bags, sunglasses, jewelry, and other accessories round out the selection.

After buying the store on April 1 from longtime owner Carole Collier, who ran the boutique for 33 years and sold clothes for women, men and children, Grossenkemper said that bringing Key Casuals into this new chapter is “fulfilling a dream that I’ve had for years.”

A native of Venice, Grossenkemper moved to Nashville in 1998 to attend Trevecca Nazarene University.  After graduating with a degree in communications, she began a successful sales career in the music industry, working with major music production companies. It was in Nashville that she met her husband, Jamie, who manages his own busy career in the music business by working remotely and traveling to shows and concerts. In 2016, the couple relocated to Sarasota.

“This is home,” she said. 

In the coming weeks, Grossenkemper is focused on building her store’s offerings of resort wear, gifts and accessories. Elan, a popular Miami women’s clothing line featuring pants, jumpers, rompers and dresses, is a customer favorite.

“A lot of Disney Resort stores carry Elan,” she said.

Key Casuals also features the fashion labels Sugar Lips, Lush and Hashtag.

In addition to updating the store’s offerings, Grossenkemper has also added online shopping to Key Casuals website.

“So many of our customers are visitors to the Key,” she said. “Now they can shop with us from anywhere in the world.”

A grand-opening Ladies Night champagne celebration is being planned for late May.

“I want to re-introduce women and the Siesta Key market to the new Key Casuals,” she said.

Located in Crescent Plaza at 6625 Midnight Pass Rd., store hours are 10 a.m. to 6 p.m. Tuesday through Saturday. Call (941) 349-6625 or visit

Jane Bartnett
Author: Jane Bartnett

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