Michigan fans entering The Big House in 2009 may have noticed the lack of an M-Den presence. U-M's athletic department went in a different direction in 2009-10 but has rectified its mistake, signing a 10-year agreement with the merchandising company after enjoying a 17-year relationship prior to the one-year hiatus …

"For us, this agreement restores some balance to our company," M-Den owner Dave Hirth said. "We had been serving Michigan for almost 20 years and then last year was a little bit of an earthquake to our company, but we were overwhelmed by the support and loyalty so many people showed us.

"We're excited to be back in business with Michigan. We took a call 2 1/2 months ago asking us to come in and talk and we were overjoyed about the prospect of becoming a partner with the Michigan Athletic Department again."

Dave Hirth and Doug Horning opened the first M-Den store in Briarwood Mall in 1982 and became an official partner with Michigan in 1992. In Bill Martin's final year as the acting athletic director, U-M, however, decided to open the MGoBlue Shop. Though current Athletic Director David Brandon did not say what had become unfavorable about the situation, there have been considerable complaints about customer service and products offered.

"The M Den has shown incredible loyalty to the Michigan fan base and local community with incomparable customer service, and with the variety and quality of their products," said Brandon. "I am confident our fans will continue to show that same loyalty to our new official retail partner."

"There are a number of factors [for cutting ties with their prior partner] but we would prefer not to dwell on the past and move forward with an agreement in which we feel we've reached an effective partnership for both sides," added Jason Winters, U-M Senior Associate Athletic Director, Business Operations. "We always try to create a situation where both sides feel they're getting a good deal, and that's what we have.

"I would echo David Brandon's comments in that M-Den was the right fit for the University of Michigan. They've been a long-term partner of ours and are a local Ann Arbor institution that has long served the needs of the Michigan fan. It was wise to renew our relationship."

Most Michigan fans recognize the M-Den name. The company had previously positioned stores on the concourse at the 50-yard line at Michigan Stadium and outside the gates in the Crisler Arena parking lot while its shop on Main Street is frequented often. M-Den officially owns five physical stores, including three in Ann Arbor, and will offer nine locations inside the renovated stadium this fall.

"It's the perfect scenario for the fan because we will offer a complete game-day experience that is convenient and reliable," Hirth said. "We're 360-surround, which means we have everything you'd want as a retail customer to serve your needs. We have convenient store locations in Ann Arbor, in southeast Michigan, we have a diverse Web site, a comprehensive catalog and we'll be located within the gates and outside the gates on game day.

"Very often colleges will segment their retail business. They might go with a hotshot internet provider, someone else for game day and sometimes they don't even have a local retailer. The fan feels like a ping-pong ball and suffers, but that's not the way David Brandon does things. Michigan chose not to segregate, to put everything under one roof to make life easier for the fan.

"No matter where someone purchases our products, he or she will be taken care of. Customer service is a part of our DNA. If you buy from the catalog and need to return something, you can at any physical location or through the internet. We're 100 percent customer service and you can count on us to provide your every need when it relates to Michigan apparel and other products."

In addition to five physical M Den stores in the Ann Arbor area and southeast Michigan, fans can also shop at the online store via MGoBlue.com or by going directly to MDen.com. New products are also promoted on the M Den Twitter and Facebook pages.