Generations of Family Dedication at Wisconsin’s Oldest Store 

It’s more than a place to shop. Schroeder’s Department Store remains a cornerstone in the Manitowoc County town of Two Rivers. Generations of dedication over more than 134 years makes it not just Wisconsin’s oldest store, but the oldest in the country — to be run by the same family. AJ Schroeder and her sister are now the fourth generation at the helm. AJ’s high-school-age son, part of the fifth generation, works at the store on weekends. It’s a testament to the commitment which has kept the business thriving all these years. 

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Listen to this “Slice of Wisconsin” featuring Schroeder’s Department Store here:

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Schroeder was raised in the store and started helping customers at just 12 years old when she had to stand on a chair to reach the cash register. Today she carries on the tradition of personal service that continues to set the store apart from others since day-one. 

“Our business is special because the owners have always worked the floor. We’ve been there and continue to be there for our customers,” AJ says. “One of the most rewarding aspects of running the store is the personal connections we have with customers. We get to be part of people’s lives, like helping someone find their wedding shoes.”

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Listen to Teri Barr’s full interview with AJ Schroeder here:

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What started in 1891 as a mercantile business by two of the Schroeder brothers has grown and evolved over generations. It continues to carry on the traditions of the past, including offering tailoring services and a variety of quality goods. It’s home to one of the first coffee shops in the county. AJ says it was her grandmother’s idea, even though she had her own career at the time. The family is also embracing the future with an online presence and growing following on social media. But the community’s needs remain front and center.

“We try to give back as much as we can, and it’s wonderful to see that reflected in the support we receive,” AJ explains. “Our family store is not just a business but a vital part of life and a place to gather in Two Rivers.”

And it isn’t going to stop there. AJ and her sister are making plans for the future, too.

“We’d love to see the third floor used for something special, like a restaurant or even apartments,” AJ says. “There are so many possibilities.”

AJ really does consider the store more than a job. It’s a place where dreams are nurtured, history is preserved, and the community is celebrated. So, whether you’re stopping by for a cup of coffee, to find the perfect gift, or to hear the fascinating stories of a family-run business, Schroeder’s is a special slice of Wisconsin.