ATLANTIC CITY — Here comes Miss America — in all her retail glory.

The Miss America Store opened Thursday morning at the Pier Shops at Caesars in a location once occupied by a cosmetics business.

Need a glittery Miss America travel coffee mug, a plush teddy bear, a purple children’s tutu or a wide selection of pageant T-shirts?

They’ve got ’em.

The temporary retail spot is owned by MainGate Inc., a privately held event retail and merchandising company based in Indianapolis.

The company, whose clients include several National Football League stadiums, the Kentucky Derby and last year’s Miss America Pageant in Las Vegas, will run the store through Sept. 16.

That puts the Miss America Store’s reign at less than two weeks at the Pier Shops, a luxury mall that extends over the Atlantic Ocean.

But it may lead to other short-term, pop-up shops tied to Atlantic City special events, said Harry Geety, of Ocean City, general manager of the Pier Shops at Caesars.

“We think it fits really well. I actually talked with MainGate about doing something for the (Atlantic City) rodeo. I haven’t heard back from them yet,” Geety said.

Set up in less than three days, the Miss America Store boasts an array of pageant apparel — much of it purple —  along with cosmetics, tote bags, artwork and references to some of the show’s history in Atlantic City.

The pageant, with its deep ties to Atlantic City and its return this year to the resort, makes for good timing for the retailer, said Revan Kaew, of Indianapolis, an event manager for MainGate.

“We’ve had a few customers come in who were locals and had followed the Miss America pageant through their life and childhood and are really happy it’s back in Atlantic City,” he said. “It’s good for our company. It’s good for Miss America.”

Geety said Miss America themes have even stretched to some other retailers at the Pier Shops in the form of tiaras.

“We actually have other stores that have picked up on this and are starting to offer tiaras,” he said. “Once they heard about this store coming and realized they’re not selling tiaras here, a few other stores have been selling them.”

Once the Miss America Store leaves Atlantic City after the pageant, Geety said, the space will have a more permanent tenant, the White Lotus Boutique.

The Miss America Store is located on the second floor of the Pier Shops at Caesars at 1 Atlantic Ocean in Atlantic City.

Contact Brian Ianieri:

609-272-7253

Been working with the Press for about 27 years.