When Abby Breseman opened Alpenhaus Market in New Glarus in June 2025, she blended two passions under one roof: thoughtfully curated vintage treasures and handcrafted goods from Wisconsin artisans. The result is a shopping experience that fits with the Swiss German culture of the town and feels both nostalgic and inspiring.
“I wanted people to feel like they had just come in from a day of skiing in the Alps and stepped into a cozy mid-century chalet,” Abby said. More than a year later, Alpenhaus Market has become a beloved destination for both tourists and locals, proving that with determination, the right guidance, and community support, small business dreams can become a reality.
A First-Time Entrepreneur Takes the Leap
Before opening Alpenhaus Market, Abby spent a decade in the corporate world. Although she excelled in planning and logistics, she never imagined owning a business. “I hadn’t worked a day of retail in my life,” she said. “I truly had no idea where to start.”
Instead of trying to figure everything out alone, she reached out for help. That decision connected her with the Southwest Wisconsin Small Business Development Center (SBDC), where business consultant Nora Roughen-Schmidt became one of her most valuable resources.
“Nora and the team helped me with my business plan and gave me guidance on where to go from there,” Abby said. “They asked questions I hadn’t even considered and helped me think through every aspect of the business.”
Building Confidence Through Expert Guidance
Through the State Small Business Credit Initiative (SSBCI) and Wisconsin SBDC Network, she gained access to an extensive network of no-cost training and professional assistance that helped transform her idea into a sustainable business. She also attended free courses in QuickBooks and Financial Management offered though the Main Street Bounceback program.
Wendy Potratz, a financial specialist at the Office of Business & Entrepreneurship, helped her build financial projections using detailed forecasting tools that allowed her to understand startup costs and future revenue. “Finances are scary,” Abby admitted. “It was incredibly helpful to have someone who knew what they were talking about and didn’t make me feel dumb for asking questions.”
She also attended the Small Business Clinic at UW–River Falls, where presentations on sales tax and business operations helped simplify topics that had previously felt overwhelming. “Sales tax was making my brain hurt,” she laughed. “Being able to ask questions at the clinic that were specific to my business was incredibly valuable.”
Listen to Abby describe the valuable help at the Small Business Clinic.
Accomplishments with SBDC and OBE
- Business plan
- Financials projections
- Taxes and contracts
- Pitch and business strategy
With only weeks before launch, Nora Roughen-Schmidt connected Abby with the Law & Entrepreneurship Clinic at UW–Madison. An attorney worked one-on-one with her to draft vendor contract agreements tailored to her business.
“I wouldn’t have known where to begin,” Abby said. “Having professionally written contracts gave me confidence, and my vendors knew they could trust me.”
Perhaps most surprising to Abby was that every one of these services was provided at no cost. She said, “I kept asking, ‘Are you sure I don’t owe anything?’ The amount of expertise that was available for free was incredible.”
Abby describes the benefits of working with entrepreneurial resources
Learning to Pivot
Like many entrepreneurs, Abby’s original business plan evolved quickly. Initially, she envisioned Alpenhaus Market operating like a miniature antique mall with individual vendor booths. As she began designing the store, she realized the concept didn’t fit the atmosphere she wanted to create.
Instead, she pivoted to a curated retail experience where vintage consignors and Wisconsin artisans could display their products throughout thoughtfully designed spaces. The change required rethinking pricing, consignment structures, and store operations. “It was a lot of learning,” she said. “But now, after a year, I feel like I’ve figured out a model that works for both my business and my vendors.” That willingness to adapt has become one of her greatest strengths.
Growing More Than Sales
While Alpenhaus Market continues to grow financially, Abby says some of her biggest successes can’t be measured on a balance sheet. Regular customers now stop in whenever they’re in New Glarus. Local residents tell her the shop has become a welcome addition to downtown. Visitors have traveled from across Wisconsin after spotting an item on social media. “It still blows my mind when someone drives from Milwaukee just to visit my store,” she said.
Just as meaningful is watching local artists celebrate each sale. “A lot of them are just starting out or operating a side business,” she said. “Seeing them get excited when someone buys one of their pieces—and getting excited with them—is one of my favorite parts of owning the store.”
Community Support Makes a Difference
The Green County Development Corporation connected her with entrepreneurial resources, invited her to participate in a business pitch competition where she earned second place and a $500 award, and provided a laptop through its Tech Connect program for her point-of-sale system.
The Village of New Glarus façade grant helped offset the cost of exterior signage, allowing Abby to invest in a storefront that reflects the quality of the business inside. She’s also an active member of the New Glarus Chamber of Commerce and serves as vice president on the board for the New Glarus Merchant Association, helping promote the village’s vibrant downtown shopping district. “I couldn’t imagine a more perfect place to have my business,” she said. “The other business owners are so supportive, and the community has been amazing.”
Nora said, “Abby has built an incredible business and represents a true small business success story in Southwest Wisconsin. Through her hard work, vision, and close collaboration with the SBDC, SSBCI, and Green County Economic Development Corporation, she has transformed her entrepreneurial goals into a thriving business and an inspiring example of what can be achieved with the right support and determination.
Advice for Future Entrepreneurs
Abby offered a valuable of advice for anyone considering starting a business: “Ask for help.” She encourages aspiring entrepreneurs to take advantage of the many organizations ready to support new business owners. “There are so many amazing resources available,” she said. “Don’t be afraid to reach out.”
She’s also learned to embrace progress over perfection. As a self-described perfectionist, Abby reminds herself daily that things are “better done than perfect.” She realized that no one else even notices what she might deem imperfections. That mindset has helped her move forward with confidence instead of waiting for everything to be flawless.
Helpful advice from Abby for how SBDC and other resources can help entrepreneurs
Abby has plenty of ideas for the future, but she’s intentionally taking growth one step at a time. Next on the horizon is launching an online store and hosting hands-on workshops led by Alpenhaus Market’s talented artisan vendors.
For Abby, success isn’t measured by opening multiple locations or chasing rapid expansion. It’s about creating a business she loves, supporting fellow creatives, and contributing to the charming New Glarus community that welcomed her from day one. “I just want to have my little business and do it really, really well,” she said with a smile.
And after just one year, Alpenhaus Market is already doing exactly that.
View story videos linked below:
Abby describes the help from the Small Business Clinic
Listen to benefits of working with Wisconsin entrepreneurial resources
Advice on how to get help as a small business owner
Published August 2026