Jennifer Loveless and Dana Ender have not only been best friends for more than 25 years, they are also the owners/operators of Countryside Refind, a vintage-inspired home décor shop in the heart of Baraboo, Wis.

The 10,000-square-foot shop, which devotes about 7,000 square feet to retail over two floors, has evolved over time from a craft-oriented business in 2015 working with refurnished furniture to a full-scale décor business. It moved to its current space in 2018, offering new and vintage furniture, accessories, clothing, kitchenware, bedding and botanicals.

Along with their own goods, the owners have made space for several local vendors who sell complementary products ranging from hand-sewn goods to décor to Wisconsin-themed items to homemade candles.

Loveless describes their location in downtown Baraboo as “very Hallmark. It’s a cute, quaint area. A lot of neighboring small towns come to us and want us to be in their towns,” she said.

One of the biggest draws for the store, said Loveless, is their ability to stage product in a way that attracts customers and provides them with inspiration for their own homes. In addition, noted Ender, the pair will go into customers’ homes and help them decorate using Countryside’s products. “They give us a budget and we come in and decorate,” she said.

The two scout for products at Atlanta Market as well as online and at antique markets. Popular right now, said Loveless, are bedding, home décor and faux and real plants. “Anything green livens up a space,” she said.

The two said they are always changing their displays, featuring seasonal merchandise when appropriate and, since they sell off the floor, that also requires constant rearranging.

“We do go overboard at Christmas,” said Ender. “We go for the old-fashioned Macy’s window- display feel.”

It’s not unusual, said Loveless, for parents to bring their children downtown just to look at the store windows at their store and other shops. “Baraboo likes to decorate and we pride ourselves on making a grand display.”

To stay relevant, the partners said they are always refreshing the business. A space that once housed a do-it-yourself sign painting class is now home to live plants. “We added it because we listened to our customers,” said Loveless.

They also engage with the community by participating in local events such as the downtown Wine Walks, Brew Ha Ha, Fair on the Square and Small Business Saturday.