Fire-themed store succeeds after Sept. 11

BLOOMINGTON, Minn. -- Tom McDonough and Sean Moriarty opened 911 Marketplace in May hoping their store would be successful with shoppers searching for fire, police and emergency-themed gifts. But since Sept. 11 the they have been overwhelmed.

The pair, who work in the training unit of the St. Paul Fire Department, say they're stunned by the shop's growth.

Demand soared in mid-September for shirts, hats and items associated with the New York fire and police departments, which lost hundreds of officers in the World Trade Center attacks.

Shoppers constantly ask whether the team opened the store in the Mall of America because of the terrorist acts.

911 Marketplace, along with other fire- and police-memorabilia stores, are quick to point out they aren't cashing in on the tragedy.

Nate Freedman, owner of New York Firefighter's Friend Inc., has even printed a history of the 11-year-old store to give inquiring customers. At Police Collectibles in Eureka Springs, Ark., owner James Post explains he set up his first catalog in 1987.

McDonough dreamed up the idea for his emergency-themed store after a trip to Disney World three years ago. His wife and children had bought presents for his upcoming birthday at the park's fire station-themed gift shop and McDonough was impressed by the variety of items.

Last year, McDonough and his wife sat down with more than 200 wholesale and retail catalogs and selected their stock.

Now the owners have invested $70,000 in an 800-square-foot store and Web site.