WILSON, Wyo. \u2014 John Frechette and Christian Burch are building a retail empire.\r\n\r\nThe owners of MADE, Mountain Dandy, and Mursell's Sweet Shop just opened the doors to a fifth (Mountain Dandy has two storefronts) retail shop, this one in Wilson. Introducing: M.\r\n\r\nThat all of Frechette's and Burch's shops have names that start with "M" is a happy accident. Still, the letter seemed a fitting name for the new Wilson shop, which is an "outpost" for the couple's town shops with an identity of its own.\r\n\r\n"It's similar to MADE and Mountain Dandy, but not as 'town square,'" Frechette said. Meaning, you won't find heavily-branded National Park or even Jackson souvenirs. You will\u00a0find jewelry, candles, lotions, cards and other "hostess gifts."\r\n\r\n"It's just a beautiful boutique."\r\n\r\n\r\n\r\nFrechette and Burch almost turned the space down. When the landlord approached Frechette in the middle of the summer, he was busy enough running his downtown shops. It was Burch who jumped at the opportunity.\r\n\r\nBut the pair is excited to open a store that is not on or of the Town Square. The inventory is completely unique \u2014 "even really good customers at our town stores won't recognize a lot of it," Frechette said. It's also a fair and logistical distribution of wealth and retail traffic.\r\n\r\n"Not everything has to be on this one square block," Frechette said.\r\n\r\nIndeed, the West Bank is building a little town square of its own in the Aspens. M is right next door to the new Wilson Book Gallery, which is right next door to the new Persephone West.\r\n\r\n"We're excited to have a presence on the West Bank," Frechette said.\r\n\r\nM technically, quietly, opened its doors yesterday to "work out the quirks." The grand opening is tomorrow, complete with bubbly, celebratory refreshments. The neighbors at Wilson Book Gallery are also hosting a holiday party, so double the celebration, double the fun.