Toms River, NJ – – The “Let’s Go Brandon” store, a polarizing retail fixture at 1405 Route 37 East in Toms River, New Jersey, has announced a store closing sale, bringing an end to its nearly three-year run as a hub for supporters of former President Donald J. Trump, the 2nd Amendment, and the “Back the Blue” movement.
Owners Vincent Scuzzese and Gregory Dooner confirmed the closure this week, citing shifting priorities and market changes, though they remain proud of the legacy their store leaves behind.
“This message is in is to inform everyone of our Proud Patriot supporters that it’s been a pleasure serving you all! We are closing our retail store due to loss of lease, we will continue to maintain our sales and service presence through our online sales at LGBNJ.com and our pop-up mobile sales locations throughout New Jersey we are offering to the public 50 to 70% off all merchandise! While supplies last! All sales are final. For questions, please call 800-203-2345,” they said in a post on Facebook.
The store, which first opened its doors in March 2022, quickly became a lightning rod in the Ocean County community, reflecting the deep political divides of the time. Known for its bold merchandise—featuring slogans like “Let’s Go Brandon,” “FJB,” and “We the People Are Pissed Off”—the shop catered to a passionate clientele of Trump enthusiasts, offering everything from T-shirts and hats to flags, bumper stickers, and life-sized cutouts of the former president.
Its inventory also celebrated pro-law enforcement and pro-gun rights sentiments, resonating with a segment of the local population in a county where Trump won 63.5% of the vote in the 2020 election.
The “Let’s Go Brandon” store was born from a viral moment in October 2021, when a NASCAR crowd’s chant of “F*** Joe Biden” was misheard—or reinterpreted—by an NBC reporter as “Let’s Go Brandon” during an interview with driver Brandon Brown. The phrase exploded into a conservative rallying cry, and Scuzzese and Dooner, both Toms River locals, saw an opportunity.
Before opening the brick-and-mortar location, the duo had tested the waters with a pop-up shop in downtown Toms River in September 2020, near the post office, selling Trump-themed gear ahead of the election.
The success of that venture, coupled with roadside stands hawking MAGA flags and novelties, convinced them to establish a permanent storefront.
The Route 37 store’s soft opening in March 2022 drew immediate attention, amplified by a distinctive blue mini-bus parked out front, wrapped with an image of Trump in sunglasses and an American flag jacket, captioned with “I’ll Be Back”—a nod to The Terminator.
A Fox News crew visited shortly after, filming a segment for The Ingraham Angle that aired with guest host Judge Jeanine Pirro, thrusting the store into the national spotlight. Scuzzese later told The New York Post that the coverage—both positive and negative—drove record sales, with the first two days marking their best ever. “No publicity is bad publicity,” Dooner quipped to Shore News Network at the time, embracing the controversy.
The store’s unapologetic stance made it a magnet for both supporters and detractors. Customers praised its “fun, unique, and off-the-wall” offerings, with top sellers including shirts emblazoned with “Your Mask Is as Useless as Biden” and “Trump 2024.” One patron, Kailie Dinneveil, told Jersey Shore Online in 2022 that she bought a shirt for her brother, calling the store’s vibe “hilarious” and wishing for a location in Florida. Scuzzese and Dooner emphasized inclusivity, noting they welcomed all customers—Democrats included—and sold items beyond Trump gear, like Christian-themed products and American flags.
The store evolved with the political landscape. When President Joe Biden announced in July 2024 that he would not seek reelection, Scuzzese and Dooner pivoted, introducing “Let’s Go Brenda” merchandise targeting Vice President Kamala Harris, the presumptive Democratic nominee. “Sales for the Brandon shirts tripled,” Dooner told the Star Ledger, though he noted Trump-themed items remained their bread and butter. The store also capitalized on events like the 2024 assassination attempt on Trump, quickly rolling out products featuring his fist-raised defiance.