The Merchant General Store Information

The Merchant General Store sells household items and seasonal decor, locally made products such as candles, food and crafts, and regional food products featuring cranberry such as bread mixes. McNess, a line of flavorings and seasonings sold door-to-door at the turn of the 20th century, has proven especially popular. " A lot of people remember their grandmother having it," Darren said. The business's sucess has exceeded both owner's expectations in both sales and enthusiasm from the community. They are celebrating four years in business in February and have seen growth annually. "It's been rewarding because people say the business feels like home and helps them reminisce," Darren said. While it may seem backward, the store that focuses on products and ambiance of the past has experienced tremendous growth and repeat business through online sales at www.themerchantgeneralstore.com . People often do a search for one of the rare products the store carries and they get directed to the web site, Darren said. The shop's unique offerings have also built a tourist following, especially because of its proximity to the interstate. There have been bus tours that have made the store a stop and the Durmans hope to build that business in the future. "People have told others we're the place to stop," he said. The Durmans are hoping their sucess will help contribute to a revitalization of the downtown, drawing more businesses that will continue to beautification process. Darren serves as president of the Black River Falls Downtown Association and is active in the area's chamber of commerce. The couple have sold antiques throughout the store and six months after opening the store, they made the basement into an antique shop. "Almost on a dialy basis we have people coming in asking if we take antiques in a consignment bassis," he said. The demand has led the Durmans to purchse the building next door, which will provide 4,000-square-feet on the main floor and potential to renovate ther basement. They will rent space to antiques and collectibles dealers and take on consignment pieces for individuals. Stroll Down Memory Lane is expected to open this spring. "There's been good response from the community," Trish said. "But there's still some locals that don't even know we're here. We're just trying to get the word out and trying to keep the locals shopping here, too."