Bell Farm Shops grew from three employees in 2017 to 21 today. In 2025, Bell Farm surpassed $1 million in annual sales, 3.6 times the sales volume of its first year.
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Coming from corporate careers backgrounds, Michelle and John Corgan bought Bell Farm Shops in York in 2017.
They’ve turned the U.S. Route 1 antique store into a multi-business endeavor featuring goods and events for retail, birding, gardens, holidays and a seasonal café. The business grew to surpass $1 million in annual sales and expanded in 2024 with a second location in Portsmouth, N.H.
A recent video marketing campaign has reached hundreds of thousands of viewers, attracting visitors across New England.
Mainebiz: What are your backgrounds?
Michelle Corgan: I attended the Fashion Institute of Technology, earned a degree in fashion merchandising management and worked in corporate retail. My husband’s background is in finance. He still works full-time but has been key to Bell Farm’s growth.
MB: How did you come to acquire Bell Farm?
MC: I had left my corporate retail job and moved from New Jersey to Maine. Owning a retail store wasn't actually our plan. We were in the middle of planning our wedding and became interested in the idea of owning a wedding venue. We spent months searching for land but weren't finding the right fit. Eventually, we shifted our search toward existing businesses and stumbled upon Bell Farm Shops.
The moment we walked through the door, we were hooked. It felt like stepping back in time. I remember thinking the business was completely out of reach financially, but my husband encouraged us to pursue it.
MB: How did you turn it into a multi-business venture?
MC: COVID was a pivotal moment. Like many small business owners, we were forced to think creatively and adapt quickly. We launched our e-commerce website and added our food trailer, Nectar Café. Both ideas had been on our radar, but the circumstances gave us the time and motivation to bring them to life. We expanded our Christmas offering by creating a permanent year-round experience. We added a permanent tent structure with hopes to expand the event and experience side of our business.
Over time, Bell Farm evolved from a beloved Route 1 business known for antiques, birding and gardening into a destination that combines retail, gardens, events, birding, food and year-round Christmas.
MB: How much did you invest to grow the business?
MC: Our total investment above the property purchase price is approximately $500,000, financed with business and personal loans, borrowing from retirement accounts and reinvesting.
MB: Where do you source your goods?
MC: I attend the [trade-only showcase] Atlanta Market each January for the majority of our Christmas purchasing. We source local products through research, vendor outreach and local buying shows. We also use [San Francisco e-commerce wholesaler] Faire when searching for products that fit a specific theme or collection.
MB: What was involved in your expansion to New Hampshire?
MC: We felt ready for growth and were casually exploring opportunities whenever interesting real estate became available. One day, while walking through downtown Portsmouth, we noticed the former Colby's restaurant space was available for lease. When we toured the building, it was one of those rare moments where everything felt right. The shop, Perch + Petal by Bell Farm, is a spin-off of Bell Farm Shops, focusing on nature-inspired gifts and birding products.
MB: Data trends?
MC: When we purchased Bell Farm, we had three employees. Today, our team has 21 employees across our businesses. Sales increased nearly every year. In 2025, Bell Farm surpassed $1 million in annual sales for the first time, representing approximately 3.6 times our first-year sales volume.
MB: What’s your video marketing strategy?
MC: A lot of trial and error. At one point, I noticed that videos featuring our red barn consistently outperformed other content. I was initially hesitant because I worried the content would become repetitive. Then I listened to a podcast featuring [Hampton, N.H., retail collaborative] Live Freely Market and had a realization: as a follower, I didn't mind seeing similar content repeatedly. In fact, it helped reinforce what their business stood for. That insight changed my approach. I began creating different versions of content centered around the red barn and the overall Bell Farm experience.
I also participated in a SCORE program called Next Level CEO, where we workshopped our elevator pitches. That helped me understand what resonates with customers. The results exceeded our expectations. One of our videos surpassed 500,000 views. We continue to see strong engagement and reach through social media.
