2200 E Colfax Ave

A new name has appeared along East Colfax: Wyman’s Mercantile.

The brown-and-orange sign now stands where the “Choice Market” logo once did, on the southeast corner of Colfax and Gaylord.

For years, this address operated as a hybrid gas station and convenience store, most recently under the tech-forward Choice Market brand. That store closed in 2024 following financial struggles and challenges tied to the surrounding neighborhood.

Now, the pumps remain, but the branding, and presumably the business model, have shifted.

So what is Wyman’s Mercantile? That’s the part we’re still trying to figure out.

Despite the bold new signage and fresh paint, information about the business is scarce. It appears to be a brand-new concept, with no obvious web presence, social media, or business filings. It is not affiliated with the Wyman’s No. 5 bar in Capitol Hill. Nor is it tied to Choice Market or its parent company.

From what we can tell, Wyman’s Mercantile is stepping into the retail void left by Choice, but whether it plans to operate as a gas station, convenience store, general store, or something entirely different remains unclear.

We’ll be keeping an eye on the space to see what opens.

For now, it’s one more mystery brewing on Denver’s most chaotic corridor.