PORT WASHINGTON — As Nate Scherper geared up for his business’ 90th anniversary, he found himself sifting through documents and photos illustrating the store’s transformation from a haberdashery in Milwaukee to a sporting and outdoors goods store with three locations: a ledger from the first day of business on Oct. 12, 1935, handwritten by great-grandpa Sam Scherper and photos of employees having fun and dressing up for flannel fest or attending a military surplus trade show.
To celebrate the milestone birthday, Sherper’s will have three days of activities at the three locations including up to 90% off selected items, music, giveaways and activities.
Scherper, fourth-generation owner and operator of Sherper’s, said reaching the 90th anniversary feels “kind of surreal.” He credits the business’s ability to adapt and pivot for its survival in the changing retail market and through the recent pandemic.
“Our superpower is that we are small enough to change and be nimble,” Scherper said.
The focus for Sherper’s will continue to be on the three brick-and-mortar stores in Oconomowoc, Hales Corners and Port Washington, as well as continuing to grow and improve its ecommerce business and website, Scherper said.
He said the last five years have shown that to be successful, a business’s five-year plan often needs to be tweaked to deal with changes in the marketplace.
What’s in a name?
The missing “C” from the name Sherper’s is no mistake. While the family’s name is Scherper, when founder Sam Scherper decided to open his store in Milwaukee in 1935, he removed the letter “C” from the sign because he didn’t have enough money to buy a sign that would fit all nine letters of his last name “This story has always been a guiding principle for Sherper’s in business — sometimes a budget-friendly alternative can be just as good as the more expensive option,” reads a news release. “This principle can be seen on full display in Sherper’s ‘Lost C’ discount sections in each store which are filled with last year’s styles, scratch-and-dent gear and overstock gems. In these sections customers are bound to find something that’s too good to resist, even if it’s missing a letter.”
The name was just one way Sherper’s adapted. Scherper said what began as a haberdashery began to switch with the next generations to a store that also sold military surplus goods. Then, it evolved to be an outdoors goods store, which is mostly what it is today with still some of the military surplus goods for sale. The store has also increased its online presence allowing for customers throughout the country to buy items or for locals to buy items online and either have them shipped or do instore pick-up.
“I am proud that we have never settled,” Scherper said.
Three-day celebration To recognize the 90th anniversary, Sherper’s will have a day of celebration at each of its locations.
The festivities kick off Friday at the Port Washington location, 128 N. Franklin St., from 2 p.m. to 9 p.m. On Saturday, the Hales Corners location, 5750 S. 108th St., will get in on the action from noon to 9 p.m. Finally, from 10 a.m. to 4 p.m. Sunday, Oct. 12, the Oconomowoc location, 225 E. Wisconsin Ave., will celebrate.
Some of activities include free giveaways valued at more than $30,000, including free commemorative 90th anniversary Yeti mug with a qualifying purchase, free military branch hats for active-duty military/veterans with any purchase and raffles.
There will be free live music by Wire & Nail in Port Washington and Horseshoes & Hand Grenades in Hales Corners and Oconomowoc. For the kids, there will be a bounce house, games, crafts, bubble machines, bonfire with s’mores, and more.
In addition, a special “Sherptoberfest” beer brewed exclusively for the event by local brewery, Inventors Brewpub, will be sold along with food from Inventors Brewpub.