127-year-old Schroeder’s to get new clock/sign for store

Local News

A 127-year-old department store that has been a staple in the Two Rivers community is getting a face-lift thanks to some help from the community.

Schroeder’s is getting rid of one of its most prized possessions and trading it in for something new because shoppers say the store just isn’t the same without it.

“I came here as a little girl with my mother, I came here when I was a mother, I came here when I was a grandmother, now I’m great grandmother and I’m still coming here,” says Schroeder’s customer Ramona Boutwell.

The store has been there for years including the sign with the clock that sits right out front.

“It’s a very iconic sign to Two Rivers whenever you cross over Washington Street bridge or you turn onto Washington street onto 22nd street,” says Schroeder’s fourth generation owner and operator AJ Ashenbrenner.

As Local 5 spoke to customers we turned back the hands of time to find out why the sign has carried so much meaning throughout the years.

“When you come into town it’s the first thing you look at, what time am I getting home,” says customer Julie Rohrer. “I just live down the street a little bit, so I always look up, ‘yep, I’m right on time.'”

Ashenbrenner says so far the community has raised half the cost to get a new, identical sign for the store.

That $11,000 went to Jones Sign in DePere who plan to have a new sign and clock up in the next four to six weeks.

“It’s been overwhelming support from the community from here and far,” says Ashenbrenner. “And customers come in with stories of not wanting to be late for curfew so they want to save the clock.”

Schroeder’s plans to continue its fundraising efforts for the remaining eleven thousand dollars.
an effort these owners say their dad and grandfather would applaud.

“I think they would be proud, they’re probably smiling and cheering us on.”

If you would like to donate to Schroeder’s new sign follow this link: https://www.youcaring.com/schroedersdepartmentstore-1084131

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