The Denim Wall on Main is a division of Eli Bay Ltd, which was founded in Dauphin in 1910! Eli Bay Ltd, has the distinction on being the longest running business in Dauphin.

It's current owners, Bill & Linda Nicholson have managed Eli Bay Ltd. since February of 1986. Melissa Burnside, daughter to the Nicholson'd rejoined hte family business in the fall of 2004