Shop Local Saturday: Nautical Shop at Pier 290

Join us every Saturday as we feature a store in the Lake Geneva area!  Get the scoop behind the unique shops throughout Walworth County, and find out what makes them stand above the rest.

This week, we interviewed Leanne from the nautical shop at Pier 290 – the store located inside the building, by the restaurant (and if you haven’t checked out the restaurant Pier 290 – get it on your list! YUM!).  This maritime-themed shop is filled with a great collection of apparel, home decor, and more.  Even better than their wide selection of gifts is the fact that you can get there by boat or car – or snowmobile in winter!

Stop by Pier 290 soon for some retail therapy & perhaps a drink on their white sand beach. In the meantime, read more about this great storefront below…

SLS nauticalpier290 med

Q:  How did your store get its start? 
A:  Retail has always been a component of Gage Marine since its inception here in Williams Bay.  When Pier 290 was built, the building was transformed, but the shop remained and grew in both size and concept.

Q:  How did you choose the name for your store?
A: That is a timely question!  We have two shops located at Pier 290 Restaurant which we have up until now referred to as “The Shops at Pier 290”.  However, we are currently in the process of naming each one individually as each is very unique from the other.  We have chosen the name “Boatique in the Bay” for our outdoor boutique shop, and names are currently under consideration for the nautical shop within the restaurant.

Q:  How long has the nautical shop at Pier 290 been open?
A: Technically Gage Marine has been in business since 1958, but with the addition of Pier 290 Restaurant, our shopping experience received a true rebirth in the year 2012.

Q:  What sets you apart from the competition?
A: Shop by boat in the Summer and by snowmobile in the Winter! We strive to be different, with a beachy feel and a relaxed atmosphere.  Where else could you shop barefoot in your swimwear, with a drink in your hand, while you wait for your friends to have a fabulous meal with an even more fabulous view?!

Q:  What kind of items can we find in your store?
A:  All things Lake Geneva!!!  We offer a unique and interesting array of Lake Geneva logo wear, books about the history of the lake area, and Lake Geneva quality giftware for weddings, anniversaries, house warmings, etc.  If you are a “Lakey” person, but Lake Geneva is not your lake, we also have plenty of non-lake-specific, nautical items for you as well!

Q:  What is the “must have” item from your store?
A:  We have a few:  definitely our signature Helly Hansen jacket or vest which features the Gage Burgee Flag across the back, or a classic set of beautifully etched Lake Geneva barware, or even a nautical artifact such as an oar, nautical light, or a sailboat for your home.

Nautical Items

Q:  What is YOUR personal favorite item from the store?
A: We have a wonderful sailboat mobile which hangs over our checkout station.  It makes me smile because I picture our little Lake Babies giggling at it hanging over their cribs, and yet I have so many adults who just love it hanging from the rafters of their home.  It is a great seller for us.

Q:  What is your favorite part about being a local business in Williams Bay?
A: It’s our customers who make us special:  We just love to see the familiar faces of the members of our Boat Club, In/Out Service, and “regulars” in Pier 290 Restaurant and have the chance to welcome them by name.  An added bonus is seeing the delighted look on the faces of newcomers from all over the country.

Q:  Any events/specials coming up?
A: We are planning a celebration of Christmas in July!  This event will enable those who are only here for the Summer to experience what types of items we offer in the Fall and Winter seasons.

Q:  If someone wants to visit, is there anything they should know before coming?
A:  Yes – that they are going to have a fabulous time shopping!   Be sure to plan for some time to relax with a cold drink and your feet in the sand or a yummy snack by the ambiance of the fire.

Q:  Do you offer gift wrapping?
A:  Yes, as of this month we have adorable, nautically inspired logo bags with printed tissue and ribbon available.


Q:  Do you ship, and can people order from your store online?
A:  Yes, we will happily ship anywhere.  We will be opening both an Online Store and a Bridal Registry in the coming year.  But for now, just give us a call (262-245-2100) and we’ll ship it out to you!

Q:  Where (and when) can we find the nautical shop at Pier 290?
A:  Inside Pier 290 Restaurant at Gage Marina, 1 Liechty Drive, Williams Bay.  Give us a call at 262-245-2100. Our Summer hours are 7 days a week from 10am – 10pm.  We hope to see you soon!


Thanks for reading…check back here every Saturday for a NEW “Shop Local Saturday” post, featuring businesses right here in the Lake Geneva area!


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