Aaron and Jamie Underwood bought Four Townes Embroidery in 2012, and spent the next seven years building up their custom-apparel and promotional-goods business on Spring Garden Avenue.

Then, earlier this year, the Underwoods learned Sportsanity Custom was for sale. They agreed in April to manage the Downtown DeLand business until they could buy it.

That was accomplished in September, Jamie Underwood recently told The Beacon.

“We moved in Four Townes Embroidery on June 1,” she said. “We bought Sportsanity and the building in September.”

The combined businesses, which have complementary product lines and services, now call 143 N. Woodland Blvd. home.

“There were not really any big changes as far as product lines and services,” Aaron Underwood said. “It was a good fit, and being able to merge both businesses made for lots of symmetry.”

The new name for the merged business is Woodland & Rich after a nearby intersection. The new name officially took effect Oct. 24, when the Underwoods hosted a grand opening and ribbon-cutting with the DeLand Area Chamber of Commerce & Orange City Alliance. The event also served as a customer appreciation day, Jamie said.

“One major reason for the name change is it says we are not just embroidery or sports gear,” she said. “Now we get to tell our customers what our business is all about.”

The new name leads customers away from any preconceived notions of what the business is about, agreed Aaron.

Woodland and Rich, while being a fairly major intersection in DeLand, also is near and dear on a personal level, the couple said. Their first meal in DeLand was on Rich Avenue (at Tom’s Pizza), and their first home when they moved here from Fort Myers was on Rich Avenue.

“One of our core values is that ‘We are all about a relationship beyond the business,’” Aaron Underwood said. “We also believe in providing a focused approach to [a customer’s] personalized success.”

While there is a variety of merchandise on display in the store, Aaron Underwood estimates retail sales will represent only about 2 percent of Woodland & Rich’s revenue. The overwhelming majority will come from the customizing of apparel and promotional products for the Underwoods’ customers, he said.

“We love this community and will be involved in the community in many ways,” Jamie Underwood said.

For more information, call the store at 386-736-8585 or go to 4Tembroidery.com or SportSanitydeland.com. (A website for the merged businesses is in the works.)

Woodland & Rich opens at 9 a.m. Monday through Friday and 11 a.m. Saturday. Closing is at 5 p.m. Monday through Thursday, 7 p.m. Friday, and 3 p.m. Saturday. The business is closed Sunday.