A very essential Rehoboth retail shop is celebrating its 10th Anniversary on Baltimore Avenue with a summer full of big plans.

Beach Essentials, owned and operated for the past eight years by Greg Brown and Dave Van Dyke, (and operated before that by Greg as the manager), just keeps getting more popular.

This Pop and Pop independent business at 33 Baltimore Avenue is thriving thanks to clever merchandising, the right mix of products and a loyal Rehoboth community. Greg, who was hired by the original owner in 1998 saw the potential of the place early on. That’s why he and his partner Dave (they have been together 25 years) purchased the place and became Rehoboth shopkeepers.

"Neither one of us thought this would ever be a full-time job for the both of us." Greg says, "but here we are."

Here, is a busy store featuring men’s swim wear, casual wear, some furnishings and accessories. It’s a unique mix and a formula that works like a charm. The store offers products from ten different clothing vendors and has attracted a regular customer base.

It doesn’t hurt that the outgoing Greg keeps the store a happy place with club music playing and a lighthearted nature that might find him wearing a tiara and holding a magic wand or inviting customers to "hang out at the Blue Moon annex."

For several years, Greg has been the organizer of huge fashion shows for charity (donating to CAMP Rehoboth, SCAC and more) in the 33 Baltimore Courtyard as models, customers and all manner of visitors check out the fashions, dance, and have refreshments in front of the store. Will Greg be putting together another fashion show this summer? He’s coy about it, but there’s a twinkle in his eye.

According to Greg, David is the quiet one who is a genius with the paperwork and business details. Greg admits to being the merchandiser, getting his vendors to provide gifts for his customers and making the shopping experience fun.

Beach Essentials is just what the name implies: tanks, tees, swim trunks, shirts, pants and summer beach wear. "We just do summer clothes, nothing for fall and winter. We’re closed in January and February for a break anyway." In the fall, they host super sales.

Their internet business is also set to take off with the recent launch of www.BeachEssentials Rehoboth.com.

"We have 3,000 swim suits at all times, sizes S to XXL. Swimwear is the Beach Essentials mainstay, with exclusives from well-known vendors and everything from Speedo to shorts to brief and longboards.

In addition, furniture pieces, art work, gifts and accessories can be found in the store.

"We’ve furnished entire homes from our stock," Greg says.

Hailing from the Philly area, neither Greg nor Dave had retail experience before making a success of Beach Essentials. Dave was in the medical field and Greg worked in hotel and food service. But they both took a chance and turned the store into a winner.

Like many Rehoboth shop owners and business people, Greg and Dave started out as weekenders in a small place in Rehoboth Bay community off Old Landing Road. The call of Rehoboth got stronger and stronger as they re-located here, bought the business and built a new home on Old Landing Road.

A mostly, but not entirely silent partner in Beach Essentials is the greeter Lucky, a three-year old dog who the boys rescued from an uncertain future. Customers come looking for Lucky first and the owners second.

While owning your own independent business means long hours (in the summer the store stays open until 9 p.m. or later) Greg finds plenty of time for his hobby: cooking. And not just cooking but Southern cooking. Greg is so well known as a chef that he’s got a regular route for dropping off dinners on his way home.

"I don’t know how to cook for just two people," he says. I understand that there are artists, editors and realtors who are grateful for that. In fact, this reporter received a care package at home on the day of our interview—a fabulous turkey dinner for two with the most amazing southern comfort food. I even made sure to return the dishes promptly to Greg the next day. Fortunately there are lots of Letters readers who can vouch for the fact that the dinner offering was not a bribe to write a positive article, but a writer’s perk. That’s because Beach Essentials is a bona fide Rehoboth favorite.

With Memorial Day quickly approaching and sunny days on the horizon, Beach Essentials is about to get very busy. If you haven’t discovered the store yet, or if you haven’t been there in a while, check it out. New merchandise is coming in every single day and the courtyard is buzzing. Make it an essential stop downtown.

Beach Essentials is located at 33 Baltimore Avenue, in downtown Rehoboth Beach.