Jay Rath
Joel and Judy Marcus in front of the beloved store.
Many great department stores have been founded in Wisconsin: Gimbels, Kohl’s, Prange’s and, of course, Nina’s.
Nina’s?
A favorite both of locals and tourists, Nina’s Department and Variety Store of Spring Green celebrates its 100th anniversary this summer, tying Milwaukee-based Gimbels for state longevity — and Gimbels isn’t around anymore. Meanwhile, Nina’s not only survives but thrives.
“We’re sort of the anti-Walmart,” says Joel Marcus, whose family founded the business. He and his wife, Judy, run it today. “We draw customers from Walmart towns who are dissatisfied. They will travel 50 miles,” says Marcus.
Up front, a counter island with local postcards surrounds the cashier, along with a display of old-fashioned candy, including those big orange marshmallow “peanuts.” Judy has described the business as a 10,000-square-foot store packed into a 3,500-square-foot building. Its many narrow aisles can create a maze affect. From educational and tinplate toys to housewares and quality apparel, the store seems to have everything. Products include men’s and women’s clothing, cards and stationery, gifts, health and beauty aids, toys, crafts, yarn, bed and bath items, home decor, and housewares.
Jay Rath
Nina’s packs a lot of merchandise into a modest space. Need marshmallow peanut candy? Check. House on the Rock postcard? Check.
“Nina’s Department Store is truly a wonder,” says fan Brenda DeVita, artistic director of nearby American Players Theatre. “When I tell people about it I say, ‘I have never walked in there and asked for something they didn’t have.’”
Joel Marcus’ great-great-grandfather, Harris Marcus, immigrated from Russia in 1884. Relatives in Columbus, Wis., had a store — but no work for him. “They gave Harris a pack with samples of fabric and needles and thread, and told him that there was an area along the Wisconsin River that wasn’t really covered, and that there was territory to peddle,” says Marcus.
After a few years of that, Harris could afford a horse. With saddlebags, he was able to carry more goods. Soon he could afford a wagon. Then in 1896 he opened a store in Muscoda that became the basis of Harris Marcus and Sons, a small chain in southern Wisconsin. Nina’s is the only survivor.
The Spring Green store boasts a broad, green-striped awning and the original pressed-metal ceiling. There have been plenty of changes over the decades.
It was originally a classic two-floor department store. During the Great Depression, it became more of a dime store. In 1946, the business incorporated under the name of Marcus’ grandmother, Nina. It became a variety store — general merchandise at inexpensive prices — and then a discount retailer.
Marcus’ father passed away in 1978. “I left graduate school at that time with the idea of closing up the store,” Marcus says. Instead, he ended up reinventing Nina’s yet again. While some retailers suggested that it become a dollar store, Marcus decided to upgrade. He and Judy restored the façade, winning a county preservation award.
“The store is always warm and welcoming, and Joel and Judy are wonderful community members,” says DeVita. “They’re generous boosters of everything Spring Green has to offer, and are important, enriching voices in our community.”
Marcus feels that despite the store’s appeal to tourists, Nina’s is first and foremost a community store. “Of course, Spring Green is not your typical small town,” he notes, “and Nina’s reflects its artistic and creative character.”
Nina’s Department and Variety Store, 143 E. Jefferson St., Spring Green, 608-588-2366
