Caledonia Argus

Phyllis Shoppe to close after 42 years

Posted: 2/12/02

by Jane Palen
Managing editor

There was a time when the streets of Caledonia were filled with shoppers on Saturday night and when Easter meant a new outfit, from hats to hose and everything in between. In those years, women shopped close to home, and Phyllis Shoppe was one of their favorite destinations.

Phyllis Shoppe opened on September 1, 1959 at 206 South Kingston Street. Its first owner was Orinda Diersen, whose first name is actually Phyllis. The idea for ìshoppe,î she said, came from her 93-year old godmother, who said it was the modern way to spell shop.

Orinda had 17 years of retail experience working at OíFlaherty Hardware in Caledonia before going into business for herself. When the Phyllis Shoppe first opened, the store sold gifts in addition to ladies ready to wear. The gifts were discontinued after the Ben Franklin store opened.

Phyllis Shoppe had the first mannequins in town, and they created quite a stir, recalled Orinda.

ìMen would go by slow and look to see if they were real,î said Orinda. Another item that created a stir was the pantsuit. Phyllis Shoppe was the first in town to sell pantsuits for women.

In those early years, said Orinda, merchandise for the store came by bus. The bus stop was at the Caledonia Hotel on the corner, so she only had to walk down the block to pick up her orders. The store carried nearly everything but shoes.

Orinda enjoyed running the store, but was convinced by her doctor in 1963 that she needed to quit. Orinda then approached Helen Hauser, who was a clerk at Bouquetís, a competing store. Helen decided to purchase the business, and kept the original name. Orinda worked in the store when Helen needed her.

Shortly after purchasing the store, the landlord pointed out to Helen that she could enlarge the space by opening up the wall between Phyllis Shoppe and the business next door, a former stationery shop that had been operated by Roy and Lola Dibley. Helen and an employee, Mary White, tapped the wall until they found two hollow spots, which turned out to be doorways. They removed the paneling and created a new addition to the store.

Busy times during the holidays

Orinda and Helen remember especially the excitement of the holidays. Not only did women dress up more, but they all bought new outfits. Both recall the good business they used to do at the last minute on Christmas Eve. Husbands would spend part of the day a few doors to the north, and about 4 p.m. would decide it was time to pick up a gift.

Another busy time was following Good Friday Services, when the store would be filled with women who hadnít yet selected their Easter outfits. They would often get their entire outfit, dress, hat, earrings, coat, gloves, hose and purse, in one stop.

Saturday nights were also busy. In warm weather, people would stand on the streets visiting, and then realize that they needed to get their shopping done and rush into the store at the last minute. Although store hours were until 10 p.m., the store would remain open as long as necessary, sometimes until 11.

Fashion shows were popular

Local women would look forward to fashion shows put on about four times a year. It was a lot of work, but a lot of fun, said Helen. The store owners that participated would write up the descriptions of the clothes, line up the models, and organize all the details. There would always be a large gathering present, eager to see the latest fashions. It seemed that everyone wanted the clothes that were on the models. Years later, it seemed that no one wanted the clothes once they saw them on someone else.

One interesting aspect of the business, said Helen, was that the styles she sold went in and out of fashion at least two times during her years in the business.

After almost 20 years of running the store, Helen decided it was time for a change. She asked her stepdaughter, Judy Koch, if she would like to give it a try. Judy agreed, and began working in the store in August of 1982.

Judy decided she enjoyed the work, and became owner of Phyllis Shoppe in January of 1983.

Although the work was fun, small businesses were beginning to feel the effects of the opening of Valley View Mall in La Crosse. Large discount stores began springing up, and some carried brands that were formerly exclusive to better stores like Phyllis Shoppe. Even the markets had fewer and fewer items to choose from each year as manufacturers began catering to large stores.

Judy continued to enjoy the store, and three years ago moved the business to ìKingston Court,î to the location of the former Ben Franklin store. The Pine Cone Place and Schroeder Jewelry are also located in Kingston Court.

Earlier this year, after almost 20 years in business, Judy decided to close the store. It was time, she said, to try something different. She has been holding a going out of business sale for the last few weeks, and will close the business permanently at the end of the month. For probably the first time in its history, Caledonia will no longer have a clothing store.

Judy said that having the business was ìinteresting and fun while it lasted.î She added that she will miss the customers and friends she has made while in business.

Top of Page