Webmaster Tim Heuring and manager Andy Barth are shown inside their Hatland.com retail store at the Gold Coast Mall.
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It's not just another mall boutique. Behind the scenes, Hatland runs a thriving online business that sells tens of thousands of sports-themed hats each year.
The Internet has turned Hatland.com, headquartered at the Gold Coast Mall, into one of the top ballcap retailers in the United States. A single mention on a message board, or if a sports team goes on a hot streak, can boost sales of one particular team's hats overnight.
"Every day is a different day," said manager Andy Barth. "We could walk in, and for some reason, we sell 75 San Francisco Giants hats, just because somebody is blogging about ...