Petalina Mercantile owners Derek Kruse and Ethan Solheid want their new store to be a destination gift shop.
The 1,900-square-foot store at 313 Division St. S. is located in a historic building dating back to 1910. The space was previously home to the Scandinavian shop Petalina. When Petalina owners Dennis and Karen Vinar retired earlier this year, Kruse and Solheid purchased the store and have since completely revamped the space.
The store’s transformation extends well beyond the name change.
In the front window, rainbow drapes signify that Pride for the LGBTQ+ community “lasts all year long, not just one day or one month,” said Kruse.
Right away, customers will notice that the space has a more wide open interior. Along the stone walls are antique furniture display cases, including an old sewing machine, as well as open shelving units. In the center, is a wooden table, upon which are displayed beautifully tooled charcuterie boards with built in wire cheese cutters, stacked next to a delightfully whimsical handmade picnic basket.
The store’s classy dark green and gold hues are not only eye catching, but inviting and luxurious. Kruse said he wanted the strikingly rich colors to evoke a refined environment where artists’ curated works can be appreciated.
“We are a brick and mortar place where customers can experience the works of local and regional artists,” he said. “At the heart, we’re a gallery that supports functional, unique art.”
The owners have hired two additional employees to cover the weekday hours, since both Kruse and Solheid have full-time jobs far outside the retail realm. Kruse is the director of public safety at St. Olaf College, while Solheid is a deputy in the Rice County Sheriff’s Office.
Both owners said they are pleased to be in business together and to have their new business based in Northfield.
In keeping with the storied history of Northfield, Kruse said they wanted to pay homage to the former store names, which was originally the Paper {span}Petalum{/span}, which became Petalina after the Archer House fire; as well as to pay homage to the previous store’s focus on Scandinavian merchandise, stationary and greeting cards.
“I’m a huge history buff,” said Kruse.
Of the store’s 15 vendors, eight have Northfield/Dundas connections, including Allison Albright, Andrea Turini, Kate Chipinski, Kris Davis, Krista Komis, Sarah Grant, Sara Connelly and Liam Cofell-Dwyer.
The front area of the store with the display windows features items by Northfield’s Kate Chipinski whose brand is Reworked.
The store’s other Minnesota vendors hail from Morristown, Albert Lea, Hayfield, Bloomington, Elko and St. Paul.
Solheid, who said he has the “fun job” of working with vendors, said the store would soon be adding a ninth Northfield vendor featuring Eric and Tasha Kilen’s woodworking items and candles.
Kruse, who writes the checks and handles the store’s overall administration, said the pair wanted to curate the store artfully and carefully to give customers “an upscale experience.”
“We want customers to have a memorable shopping experience here,” he explained. “That’s why the store is not super cluttered, the merchandise is unique and our price points are reasonable.”
Another new development the owners were excited to announce will be first-time in-store events, such as the upcoming customized jewelry pop-up on Saturday, June 29, featuring Northfield jeweler Emily Gagnon. From 11 a.m. until 2 p.m., Gagon will be making customized jewelry at the store.
“We will also have Poppy Bake House of Northfield at the store that day, selling sourdough loaves and bagels,” said Solheid.
Another idea the pair is exploring is the possibility of holding in-store masterclasses, such as {span}watercolor painting classes with Northfield artist Allison Albright. {/span}
“That was simply one way to get our vendors involved with the community and show off their skills. We do not have anything officially planned at the moment, but we plan to periodically have special events that go beyond the typical retail space.” Solheid said.
Repeat customers
When Mandy Everhart and her husband Cyrus Kirby walked into Petalina Mercantile during the Division Street gift store’s soft opening, they were delighted with the transformation.
Kirby said that even though they were sad to see former owners Dennis and Karen Vinar retire and sell the business, he and his wife, both proud townies, like to support local shops and businesses.
The couple have quickly become repeat customers at the newly opened business.
“My wife and I have dropped a ridiculous amount of money there,” said Kirby.
“I knew Petalina had sold and had new owners, but didn’t know much more about the shop until I wandered in a few weeks ago,” she said. “I was immediately impressed with the new space … I love the consignment concept as well. The items they offer are an eclectic mix of fun, quirky, beautiful, and useful. I appreciate that they are a space for local artisans to sell their art, as I always prefer to buy something unique and local.”
Everhart said Petalina Mercantile is a creative combination of her favorite parts of the Riverwalk Market Fair and the DJJD Riverfront Fine Arts Festival, except that it’s open year round.
“I have been in the shop three times now, and always find something new to look at, admire, and in many cases bring home with me,” she said. “I also love that they are paying homage to both Paper Petalum and Petalina that came before them by offering some Norwegian items as well as cards and stationery.”
Everhart reported she was impressed that the “friendly and helpful” owners were willing to help her get in touch with the artisans if she was ever looking for a specific piece that the store didn’t have available.
“I think Petalina Mercantile is a wonderful new addition to our vibrant downtown and will definitely do well here,” she said.
Did You Know? Petalina Mercantile is open year round Wednesdays through Saturdays from 10 a.m. to 5 p.m. and Sunday afternoons from 12 p.m. to 4 p.m. The store, located at 313 Division Street. S in Northfield, is closed Mondays and Tuesdays. 46d3a8fc-cf48-4b9b-a025-b0232a5528bf
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