Giggles for Kids in Portage, Wisconsin
Joan Indermark had always dreamed of owning a children’s bookstore. During a trip she visited a unique store in New Hampshire that was exceptional – it seemed to have everything a child could dream of owning – books, toys and whimsical fun clothing. Wow, what a great idea! Children’s books and clothing – what was the clothing she saw in that store that inspired her? le•top! Now Joan’s store Giggles for Kids showcases wonderful clothing, toys and books that elicit whole-hearted giggles from happy children!
Three years ago Joan’s little dream store opened – located in a unique commercial venue that showcases business ventures and imagination. The Portage Main Street Mercantile Co-op was created in the historic downtown area of Portage Wisconsin as an incubator for small businesses. The ultimate goal is to restore this notable area to its historic roots as a center for trade.
The historical distinction of Portage lies in its unique geographical location between the Fox and Wisconsin Rivers. Here the two rivers, one flowing north to the St. Lawrence, the other south to the Mississippi, are separated by a narrow neck of land over which, for two centuries, Indians, missionaries, trappers, traders, adventurers and settlers traveling the waterway had to portage their canoes and heavy packs from one stream to another. As a trade center for central Wisconsin, the downtown retail district was a beehive of activity as early as the 1860’s. Many of the buildings have been preserved in their original Victorian architecture, providing a colorful background for the busy retail area of today.
Joan appreciates interacting with her community, especially the other merchants that are located within the historic building. She loves the fact that her customers can find unique and special children’s clothing, toys and books without making the 40 mile drive to a bigger city. Her biggest fans are customers who love the originality and quality of the merchandise in her warm and inviting store. Joan’s reward? The giggles of happy children!
If you are fortunate enough to visit this unique community, rich in history, stop by Joan’s special boutique:
Giggles for Kids
The Mercantile Co-op
Portage, Wisconsin
608.745.5768
Le Top blog 
Greatest children’s store in Wisconsin!! Joan is a delight….
Your visit to Portage is not complete without a stop at The Merchantile. People from near & far have come to know “Giggles”
Joan what a great article. Do you have a catalog and will you ship?
What an adorable shop…bet it’s fun to work there everyday!
Nancy
What a unique store!!!
Look forward to visiting it!
Joan,
Kudos to you- and to your store! You have the cutest infant and toddler clothes in Portage, and wonderful toys for children. Everyone who has kids should stop into this wonderful little boutique within the Mercantile!
A great big thank you to my friends and customers who have visited this blog. I do appreciate you! I think Chris wrote a wonderful article about the Mercantile, as well as our historic area. Thank you to Chris.
It is great to see a store that is full of wonderful children’s items that are not electronic. This looks like a very child-friendly store, and I love all of the books. The clothes look adorable.!
Joan, it’s our pleasure to feature such a great store on our blog!
Joan,
I loved reading about your store. Keep up the good work!
No young Grandchildren now but one never knows.
Sandy
Very good place
What an absolute delight this store appears to be! The clothes are so cute, and I love the idea of having books and toys mixed in, especially toys that make the children use their own minds and imagination! Combined with the enthusiasm the owner brings to it, it must be a joy to shop there! Wish I lived close enough to pop in!