Whoops! & Co. closing

Whoops! & Co., 555 S. Midvale Blvd., is closing after eight years in business in Sequoya Commons.

A West Side shop that found its niche in specialty games and toys is closing. 

Whoops! & Co., 555 S. Midvale Blvd., is having a going-out-of-business sale and will be closed by the end of the month at the latest, said Missy Stein, who opened the shop in Sequoya Commons in 2009. Stein, 40, said she wants to spend more time with her children, who have been raised in the store but are now 6 and 8 years old.

"It's not a decision that was taken lightly, trust me," Stein said.  "I just need to find a balance and running a business takes a lot of time."

Stein, who grew up in Waunakee and has been in retail most of her life, will continue to own and operate Paper Piper, a specialty stationery business, but likely out of a small studio. The design company specializes in custom wedding and event stationery and designs are custom made to fit specific themes, styles and budgets.

Stein said the Nutzy Mutz & Crazy Catz, located a few doors away in the shopping center, will move into the 1,300-square-foot Whoops! & Co. space. The move will provide the pet supply store, that also has a location at 330 W. Lakeside St., with more room.

Sequoya Commons is a $34 million retail, residential and library center at the corner of S. Midvale and Tokay boulevards that also includes a Chocolate Shoppe Ice Cream Co. store; EVP Coffee, Hybrid Salon, Luigi's Pizzaria and the Sequoya branch of the Madison Public Library. 

"Even though we're in Madison, we're a small neighborhood store," Stein said. "I’m going to miss it. It’s a neat neighborhood community."

Send retail-related tips and story ideas to badams@madison.com or call Barry Adams at 608-252-6148.


Barry Adams covers regional and business news for the Wisconsin State Journal.