Katie Gallman took a leap of faith on Oct. 13, 2023, opening Elmside Goods, featuring only products made in the U.S., with many from Wisconsin and communities close to home.
Now, just before her first anniversary, she took another leap. Moving to a larger space, Gallman has expanded her business to include books. Elmside Goods is now Elmside Goods Books & Gifts. Its new address is 229 Parkview Drive.
Unless you notice the bright blue sign bearing the new name, or the larger storefront window, you might not realize that they’ve moved. The new shop is just a step or two from the previous location next door.
Inside, though, the change is obvious. Displays and areas with related items grouped together are clearly defined since there is more space between them. Gallman estimates that the new shop is about double in size, which she appreciates. “We did get pretty cramped over there,” she said.
But having more space for her goods isn’t the only reason Gallman made the move. The back area of the store is already filling up with books—new books for all ages from toddlers to adults. One display features Wisconsin publishers and Wisconsin authors.
Another showcases non-fiction, another features fiction and the corner on the right has children’s books. Currently, there is a section with Halloween and fall-themed books, and during the recent Banned Books Week, a table display held titles from that category. A child-size table has crayons and paper to keep kids busy while parents shop, and two comfy chairs invite anyone to relax and page through a book or two.
When she opened the store last fall, Gallman hadn’t given any thought to having a bookshop. In fact, with a background in art history, she planned to carry artwork by area artists. But as time passed, she found herself drawn more and more to the small area where she had a selection of children’s books. “That was my favorite part of the shop!” she said. “I just loved it!”
Gallman said she has been a huge bookworm her whole life, and now with two small children, she enjoys watching as they develop their own interest in books. “So, I started thinking that maybe one day, we’ll expand into books.”
It was a long-term goal, maybe five years away. But when the space became available, and she had gotten positive feedback and support from community members, she seized the opportunity.
“I thought this would be the perfect space for books,” she said.
Having just made the move two months ago, Gallman is adding more books while learning about the publishing industry. Her selection of children’s books has already grown, and the seasonal and holiday bookshelves are filling out, too.
“We’re trying to get a little bit of something for everyone,” she said. But she is taking her time and giving herself space to settle in and get the lay of the land. “It’s a whole new market that is really different in terms of ordering and purchasing. I’m learning as I go.”
The “Wisconsin” display includes books from Wisconsin authors as well as two small Wisconsin publishers-- Orange Hat in Waukesha and Little Creek Press in Mineral Point.
The books from these two publishers are Wisconsin-focused. Gallman added that working with small publishers such as Orange Hat and Little Creek Press is different than working with larger publishers like Penguin, Random House and Simon and Schuster, creating a bigger learning curve for Gallman because she works with these publishers, too.
In the children’s picture book area, Gallman said she is trying to strike a balance between the popular classics like Dr. Seuss and Madeline, and books that are unique or less familiar to shoppers. She is also exploring books with Social Emotional Learning (SEL) themes.
Books in this genre are often requested by parents to help young readers deal with issues such as grief and loss, getting along with friends or family, or overcoming fear and anxiety.
“We’re working to get more (SEL books) in here,” Gallman said. “We’re getting some this week about kids dealing with things like all families looking different.”
Gallman is also building a selection of middle-grade fiction and books for teens. She admits that she is less familiar with these age groups but recommendations from friends and customers have helped. Several Nancy Drew and Dave Pilky’s Dog Man books are among the selections on the middle-grade shelf.
Learning what books people want to see in her shop has been another part of the process. She began by thinking about the books she likes to read, and then she started asking friends, “If you went into a bookstore, give me three books that you would want to see.” She also combs through bestsellers lists and is a member of the Midwest Independent Booksellers Association. She also subscribes to newsletters and explores other resources.
One thing that came as a surprise was how many books are released. “There are hundreds of new books released every week!” she said, laughing. As the months go by, she feels she is getting into the rhythm.
In adult books, Gallman has found that again, classics are popular, including Jane Austen and Jules Vern. But new releases are also selling well and so is non-fiction, particularly history topics and topics like plants.
Each September, The American Library Association sponsors Banned Books Week, which brings to light books that have been challenged or banned. This is a topic Gallman follows closely and is passionate about. She believes that libraries and bookstores are important, especially for kids, to keeping books accessible.
“If there is something you’re curious about or maybe scared of,” she said, “but you’re interested in it, you can get a book and go to the safety of your bedroom and read it. And if you come across those things in life, you have a little understanding of it.” She added that people might be familiar with banned books like 1984, The Handmaid’s Tale and books by Judy Blume but the list is much, much longer. “There’s far more than what we have,” said Gallman.
Gallman also has a small used books section and in time, she’ll begin purchasing more. In all areas, she appreciates suggestions from customers of specific titles or categories of books. Someone recently suggested crossword puzzle books, and others have recommended titles for middle-grade readers. She’s also working to get the store more organized.
“I do think things are a little scattered right now,” Gallman said. “But of course, I’m always happy to help!” She also noted that if a customer doesn’t see a particular book on the shelf, she will do her best to find it and order it. “About 80% of the time, we can get it,” Gallman said.
A ribbon cutting was held Thursday, October 10, to celebrate the bookshop’s opening and the first anniversary of Elmside.
The shop hours are: 11 a.m. to 4 p.m. Tuesday and Wednesday, 11 a.m. to 5 p.m. Thursday, Friday and Saturday, and 11 a.m. to 3 p.m. on Sunday. Elmside Goods Books & Gifts is closed on Monday.