Welcome to Pier South!

We are a locally owned family-operated retail company based out of Madison, WI. Throughout our time in Madison we've fallen in love with the atmosphere of this town the people who live in it. Because of these experiences we wanted to bring something to Madison and make a real contribution to the city. That's why we started Pier South. The bright colors and classic southern style of the clothes we sell define who we are as a company. We believe that by bringing these products to Madison we offer something that no one else in this town can; A shopping experience that is second-to-none and quality products that match our dedication to our customers.

A wise man once told us that in order to create value in a company we have to deliver value to the customer and that is what we will do. To accomplish this task we have accquired brands like Vineyard Vines, Lilly Pulitzer, Southern Tide, Peter Millar, Lauren James All these companies have differntiating features that we identify with, but underlying all of those is the desire to look good and feel comfortable.

To learn more about the brands we carry at Pier South visit our brands page.

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What We Sell at Pier South

Men's Clothing

Vineyard Vines is one of our signature brands for both mens and ladies. Their t-shirts are second-to-none they are one of the staples in any Vineyard Vines fans closet. Whether it's a classic tucker shirt paired with a pair of their club pants or a t-shirt and pair of jeans, Vineyard Vines offers a variety of mens styles that work for a Variety of age ranges. Southern Tide is based out of Greenville, SC and has it's own unique take on coastal southern prep. Their polos are extremely comfortable and their bright colorful patterns are the embodiment of what we do as a store. Peter Millar is our highest end brand. The clothing is soft as silk and works well for young professional or established businessman.

Women's Clothing

Have you ever been to Florida? Lilly Pulitzer wont just take you back there but do it in style. Unique one-of-a-kind prints that are instantly recognizable. Their artists paint the concept for the prints in watercolor and those paintings are then adapted to prints. In addition to Lilly we have the ladies preppy line Lauren James. Southern Tide ladies items are classic and Peter Millar's ladies line is as nice as it gets. Their sweaters and pullovers are colorful and comfortable.


If you're planning on leaving Wisconsin for a vacation then Pier South has the clothes you'll need. Come to the store try on the clothes you want/need. Purchase them and bring them with you! You'll find Lilly Pulitzer and Island Company items that work perfectly where the sun shines and the weather is warm.


Bond No. 9 needs no introduction to some. It is the highest end of naturally made fragrances. We offer a variety of Women's fragrances such as the scent of peace, bleecker street and madison square park. We also offer mens fragrances like chez bond, the hamptons, sag harbor and the Bond No. 9 signature scent.

Meet the Team!

Mary Atkin


Mary is one of the co-owners of Pier South. She is a diehard Packer fan and loves to cook. She has spent years working in the service industry and also went to Make-up Design school in New York. Her sense of style is impeccable and the idea for Pier South started with her.

Nick Atkin


Nick is one of the co-owners of Pier South. He has a bachelors in Computer Information Systems from Edgewood College. Managing the point-of-sale system and developing the website for Pier South are some of his roles in the company. In his spare time you will find him playing guitar on his Gibson SG or watching football.

Alyssa Ranger


Alyssa is one of the full-time managers at Pier South. She's best friends with Mary and they've been friends since high school. She is excellent at pulling items for all body types that you might not have been able to pick out yourself.

Meet the Family!

Welcome to the Scharpf-Atkin family. With over 100 years of combined professional experience, each individual of our team brings a unique set of skills to Pier South. We are a family owned and operated small business that aims to utilize the various talents of each individual in order make your shopping experience amazing!

Scharpf Family

Meet the Scharpf Family. Father, Ben, hails from Oshkosh and mother, Barbara, from Green Bay. They are diehard Packers fans and you can oftentimes find them in the stands of Lambeau on Sundays. The Scharpf family's business acumen is what makes Pier South so great. A knack for customer service and the ability to make anyone comfortable in casual conversation are some of the key contributions to the company.

Mary Atkin attended Middleton high school where she met her husband Nick Atkin for the first time. This is their endeavor.

Atkin Family

Meet the Atkin Family. Orginally from England the Atkin family moved to Madison in 1994. Nick was four years old at the time. Pictured above is the entire extended Atkin family. Nick's father Richard invested in the company and was one of the key reasons we were able to launch the store. Continued support from Nick's mother Teresa, brothers Will and James and sister Elizabeth have been instrumental in our journey.

All four of the Atkin siblings attended Middleton high school and have been memebers of the community for over 20 years.