Business Spotlight: Pine Merchant Antiques

Pine Merchant Antiques in Ozark has only been open since 1996, but Rick and Kathy Van Lent have been selling antiques to Springfield-area customers for more than 25 years.

The Van Lents, who co-own the store with their daughter, Heather Wilbur, got into the antique business in 1973 while they were living in southern California. In 1976, they moved to Springfield, and two years later they opened an antique store called Cracker Barrel, which was located in Galloway Village.

"It was a small store," said Kathy Van Lent. "Back then, we mostly sold American antiques."

A few years later, the Van Lents expanded by moving into 1,200 square feet of retail space near the corner of Glenstone Avenue and Sunshine Street. They renamed their store the Secret Garden and began selling more European antiques.

The Van Lents were looking for a new location in 1996 when a shopping center located just off Highway 14 in Ozark caught their eye. The shopping center contained several antique, craft and collectible stores and wasn't too far from their established customer base in Springfield. The shopping center also had good visibility from Highway 65, which they believed would help them attract more tourists who were driving to Branson or the area lakes.

The location was ideal, and the Van Lents decided to relocate a third time and build a new 8,000-square-foot building in the shopping center. Undertaking a significant expansion was costly, however, so they decided to take on a business partner. A little more than a year later, they bought out their partner, and the Pine Merchant once again became a family-owned and -operated business.

The homey, cozy atmosphere at the Pine Merchant reflects the Van Lents' commitment to family. The family's two dogs occupy the front office during the day, and 14 birds, which are housed in several large birdcages, greet customers as they walk into the store.

"The store is put together as a home so you can get decorating ideas for every room in the house," said Kathy Van Lent. "I also think it gives the store a warm feeling."

Customers who come to the Pine Merchant can easily spend the better part of an afternoon in the store, which carries both American and European antiques that come from England, France, Ireland, Denmark, Holland, Hungary and Belgium. The Van Lents handpick every item, which requires them to make several trips to Europe each year.

Kathy Van Lent estimated that 85 percent of the store's merchandise is of mid-range to high-end antiques. However, shoppers also can find antique reproductions, bed linens, lamps, garden accessories, iron works, architectural pieces and paintings. Customers who purchase large items can use the store's delivery service.

In addition, shoppers can find a striking selection of floral and plant arrangements, which are created by Mandy Bonzer, one of the store's four part-time employees. Bonzer's handiwork can be seen throughout the store, and customers frequently ask her to develop custom floral arrangements for their homes. Kathy Van Lent, however, provides most of the store's decorating services.

"I've done everything from working with individual customers to decorating spec homes in Millwood," she said. "It's something I really enjoy doing."

Kathy Van Lent's talent and love of decorating hasn't gone unnoticed. In 1984, Country Living magazine did a photo-essay on the Van Lents' home.

"We received calls from people all over the world," she said. "They would want to know where we got a particular piece of furniture or how we did our flooring. It was incredible. Some people would even stop by the store and ask to see our house."

The Van Lents believe the publicity generated by the magazine article, coupled with their advertising, helped them increase business. But many antique shoppers manage to seek out shops on their own, Rick Van Lent said.

"When you really love antiques, you can almost smell a good place," said Rick Van Lent. "That's why people come here."

The aroma at the Pine Merchant has been enhanced in recent months since Wilbur opened The Caf in the back of the store. Wilbur, who now co-owns the Pine Merchant with her parents, previously ran Caf Ambiance that was located inside The Market in Springfield.

"We like to please people, and I think food fits in with that," said Wilbur. "It also brings people to the store."

Antique hunters such as Paul and Dorothy Thompson, who live in Eureka Springs, Ark., said they always make a point to eat at The Caf when they're shopping in the Ozark area. Indeed, hungry shoppers who lunch at The Caf can expect a real gourmet treat.

The Caf's menu is small but memorable. Diners can choose from five or six entrees, such as soups, sandwiches, salad or quiche, and top off their meal with one of two or three desserts. To keep things interesting, the menu is changed daily.

Wilbur recently showcased her culinary skills at the November 2002 Food and Wine Show in Springfield. The event not only helped promote The Caf and the Pine Merchant, it also gave Wilbur an opportunity to plug her catering business.

Wilbur and the Van Lents said they're planning to make some changes in the future but don't have details yet.

"We have some things in the works but nothing is finalized yet," said Kathy Van Lent.