Townsend Mercantile Co. Celebrates Second Anniversary

Written by: Emily Huffstetler

This weekend, the Townsend Mercantile celebrates its second anniversary, carrying on a name once tied to the town’s early logging days. While the shop isn’t connected to the original company store that served the Little River Railroad and Lumber Company more than a century ago, both have shared a similar purpose: serving the local community. 

When the world shut down in 2020, Brooke Webb voluntarily stepped away from her corporate job to spend more time with her family. As life returned to normal, she transitioned to remote work to stay closer to home, but the traditional 9-to-5 routine no longer felt like a good fit. Her husband had opened several businesses of his own, and she started to wonder: why not build something around the things she enjoyed? 

That’s when her idea to open Townsend Mercantile Co. was born. Today, the shop carries more than 2,000 products, including jewelry and accessories, home decor, toys, books, clothing, canned goods and locally made syrups—a modern-day general store that offers something for both locals and tourists.  

Webb learned early on in her research that this was the name of a business that served Townsend in the early 1900s until shortly after the Little River Railroad and Lumber Company closed in 1949. Back then, loggers paid for their goods with “doogaloo,” coins that could only be redeemed at the company store. Webb said customers have visited and told her they still have some of the coins, and she even received one as a gift. 

Fortunately, modern shoppers at Townsend Mercantile can stick to cash or card. Webb’s daughter, who likes to lend a hand when school is out, might even be the one ringing up customers. 

“They don’t really teach counting change at school anymore,” Webb said. “When people pay in cash, I really try to encourage her to learn how to make change.” 

It’s a win-win: her daughter is building valuable life skills, while also making her own mark on the store. Webb sometimes takes her along to markets, where she helps pick out items to stock. The store’s collection of Jellycats—a trendy line of plush toys—was inspired by her. 

Webb has also taken her staff of high school and college students under her wing. Watching them grow has become one of her favorite parts of the business. 

“I have girls that started with me in May of 2023, and seeing them grow and go on to their actual jobs…it’s a full-circle moment,” she said. “I don’t want to take all the credit, but they’re like my kids.” 

She said she feels proud to give them an opportunity she wishes she had at their age. “Giving that to someone is probably my favorite thing about this job.” 

While it can be challenging to employ young people because of their obligations to school and extracurriculars, Webb tries to give them “the best of both—to work but also get to enjoy doing the things that they should be doing at this age.” 

Webb has also worked to build a collection of products that reflects her own creative vision. Some of her favorite items in the store are ones she’s designed herself or collaborated on with others. 

“I really try to go above and beyond to find things that either a local can come in and get, or a tourist can’t find in other places,” she said. “I love any of our exclusive things that I’ve had a part in designing, whether that be a T-shirt, artwork [or other items].” 

Currently, she’s working with an artist to create ornaments featuring the historic churches of Cades Cove. “I’m not an artist, but I do have a vision,” Webb said. “That’s one of the things I enjoy most: bringing those ideas to life.” 

Along with exclusive designs, Webb makes a point to stock items from local and small businesses whenever possible. Supporting the local economy is especially important in a tourist town like Townsend, where business can slow down significantly in the off-season. 

“Always keep in mind to shop local and small,” she said. “January and February are super slow, so we’re thankful for any type of shopping during those times—at our store or anywhere local. Otherwise, we can’t survive, and we can’t hire people. When you can, support any local businesses in Townsend.” 

To learn more about Townsend Mercantile Co., visit www.townsendmercantileco.com. The shop is open 10 a.m. to 7 p.m. Monday through Saturday, and 12 p.m. to 6 p.m. on Sundays. 

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Born and raised in Maryville, Tennessee, with roots tracing back to Cades Cove, Emily Huffstetler is a proud Maryville College graduate and passionate storyteller of the Greater Smokies region.