Renovations of Stock Market complete

One local business has recently reopened its doors after four weeks of refurbishing the store.

Co-owners and sisters Abby Wallrich and Chelsea Gilling continued to improve their childhood dream of running their own business. The Stock Market, located at 103 S. Main St., was recently renovated to include more space and products for customers.

“We grew up in Shawano and have always loved the downtown area,” said Wallrich. “We always had the plan that we were going to have our own store one day, but we really didn’t know where or what. After I graduated from Madison — one thing lead to another and I was working at the Anew Tea Emporium (the predecessor to the Stock Market). We ended up buying the store. That is when we had our vision of what the Stock Market could become.”

Wallrich said that she and her sister expanded the store to help meet the potential of what they thought the business could be.

“Ten years was our goal to really expand the business into what you see today,” said Wallrich, noting that the store opened in 2018. “We realized that during holidays, events and weekends, the line to checkout with one register got to the point where we knew we needed more.”

Wallrich cited lack of space as a major reason for the upgrade.

“It just got to the point where we wanted to bring in all of these products, but there was not enough space to do it,” said Wallrich. “This was always our plan. Everything that Chelsea and I are passionate about, we sell here.”

“The difference here is that there is a little more wiggle room, a larger selection of products, streamlining a couple of things and new staff,” said Gilling. “It is the same store that you have loved, but it just has a little bit more now.”

The store also now features a back door so customers can park behind the store and enter and exit there to avoid Main Street traffic.

Since their March 21 reopening, the sisters have said that customer response to the renovation has been overly positive.

“We wanted that ‘wow’ reaction when customers stepped back in the store, and that’s really what we have gotten,” said Wallrich. “I think everybody is as excited as we are.”

Wallrich and Gilling said that they, including their staff, worked hard every day for 15 hours in four weeks to reopen.

“I think that people are impressed of what five hardworking girls put together in a month,” said Gilling.

“This turned out pretty much exactly like we had envisioned,” said Wallrich. “I knew exactly what the store looked like in my brain a year ago, and now we get to enjoy it. We would not be here without our hardworking girls on the staff and everyone involved.”

In the first couple of weeks since the store’s reopening, both Wallrich and Gilling have noticed more men shopping at the Stock Market.

“With expanding our lines of products and expanding our supply of craft bourbon and craft liquors, the most exciting thing for all of us is seeing how many more guys come in now,” said Wallrich.

“Before the expansion, we would hear from women that their husbands would like this store, and we always told them to bring them in,” said Gilling. “It never was just a ladies store. I feel like guys are a lot more comfortable coming in here now.”

Wallrich estimated that 80% of their customers are new customers.

“Now that we have all of this space and products to attract customers that may not have come in before, it is really exciting,” said Wallrich.

Wallrich and Gilling elaborated on the opportunity that they have had of working their childhood dream.

“Chelsea and I doing this together — it has definitely been a dream come true,” said Wallrich. “We are opposites in so many ways, and that’s how we are able to work so great together.”

“It is awesome,” said Gilling. “Being able to do this with my sister in our hometown is something that is very special to me. We feel that through the store and being involved in events, we are giving back to the community that gave us so much.”

Wallrich described the Stock Market as a specialty food market where you can try products before you leave.

“The whole Door County specialty food market was definitely where our vision was — we wanted that for Shawano,” said Wallrich.

She said that a major attraction to the store is that customers can come in and sample liquor.

“The liquor started coming to the forefront when we started bringing in Sugarlands moonshine,” said Wallrich. “Part of that experience of sampling the liquors was going to grow the business. That and gift baskets.”

The Stock Market will be introducing its fully stocked wine and liquor lounge in June.

“When you go out for a date night, you will start here and move on,” said Wallrich, “or you will end here.”

Both sisters said that there are other upgrades and improvements to come, but they would not reveal what they are.

“We have a couple of things up our sleeves, but nothing we want to share yet,” said Wallrich. “It is very exciting.”

lreimer@newmedia-wi.com