What’s New in Business in 2023

Starts, changes and new ownership temper during the past year

“Amid Uncertainty, Businesses Charge Forward.”

That was the headline of our New Business issue in May 2020. In the face of the public-health and financial wreckage of COVID-19, local residents continued to take chances through starting new ventures.

That year on the Door, 47 businesses started anew, changed hands or switched locations. That’s a lot of movement during a time when a virus brought everything to a still point. 

We always publish this new-business list in May, so it reflects half of the previous year: May 2019 – May 2020, for example.

In 2021, the New Business issue was titled “New Businesses Open Doors.” If you look beyond the (my) really bad headline, the theme was how many people across a wide range of ages said they were prodded by the pandemic to clearly assess their priorities, and as a result, many new businesses were born.  

That year on the Door, 67 businesses started anew, changed hands or switched locations: 20-plus over the previous year.

Last year, our headline was “Buy-Local Options Have Grown Again.” Rapid inflation, soaring oil prices, global instability and stubborn supply shortages were pummeling us. At the same time, thousands of jobs were added; consumers spent at high rates; and business investments and wages rose at a clip not seen in decades.

During that economic standoff of a year, 63 businesses started anew, changed hands or switched locations.

That brings us to 2022-23. The pandemic is in the rear-view mirror, and inflation and gas prices are on the downward trend, even as interest rates and unemployment rates rise. Maybe we’re exhausted by the volatility of it all. Maybe we’re waiting for the next shoe to drop (hoping, as I write this, that it’s not a recession or the U.S. defaulting on its debt for the first time in history). 

For whatever reason, new-business starts and changes have tempered to 45 during the 2022-23 time frame. Perhaps the only type of Door County business for which this is not the case is eateries – you’ll find that list and stories about some of those new or changed restaurants in our Arts & Entertainment section.

Within these pages, we also offer a number of stories that serve as a sampler to introduce you to new businesses. We pull a diverse type to showcase, and we never seem to have trouble doing that. Door County has grown quite eclectic in its business offerings over the years – something I could not have said back in 1999 when I first moved to the peninsula – and I cannot think of a situation where diversity is not a good thing.

We’re not getting our data from scientific surveys for this issue, but from the pooled brain power of all of our Peninsula Pulse employees. I will arm-wrestle anyone who doubts that we have the best handle on what’s new and happening on the peninsula. Still, there’s a possibility we’re missing a few. Please let us know by emailing [email protected], and we’ll publish an update.



House of Crain, 8093 Hwy 57, Unit C
Globally sourced and vintage textiles, repurposed and handcrafted into artful, one-of-a-kind home goods.

Door County Prairie Company
Prairie installation and management, habitat enhancement, pollinator plantings and prescribed burning.


Geitner Homestead Equine Campground, 5883 Oak Road
Campground with equine-friendly sites and amenities.


Just Paws, Main Street Shops
A boutique for dogs and owners alike.

Nan & Jerry’s Outdoors, Main Street Shops
Fishing, camping, outdoor supplies and men’s clothing.

Riverstone Boutique, Main Street Shops
A boutique with women’s apparel, handcrafted soaps, artisan jewelry, hats, scarves, handbags and more.

The Happy Camper, Main Street Shops
A toy store where kids can explore STEAM, outdoor play and remote-control toys, and adults can find toys of yesteryear.


The Art Room Flowers
Flower arrangements that fit your style and any occasion.


DS Build and Design, MarketPlace Building, 58 N. 3rd Ave. 
Full service interior design company, offering furniture, lighting, artwork and home décor.

Kwik Trip, 1629 Egg Harbor Road
A convenience store and gas station that are open 24 hours a day.

Patriot Motors, 440 S. Duluth Ave.
A new Chevrolet, Buick, Chrysler, Dodge, Jeep, Ram, Ford and Lincoln dealership that also offers an express location on Egg Harbor Road for quick lube, oil-change and maintenance needs.

TMobile, 1201 Egg Harbor Road
Wireless provider offering cell phones, data plans, internet devices and accessories.

Tundra Smoke Shop, 1211 Egg Harbor Road
One-stop shop for all smoking, vaping and cigar needs.



Forever Grateful Boutique, 9341 Spring Road
An additional location for original oil paintings of Door County by award-winning artist Brian Pier, plus an attached boutique that showcases glass art, Door County novelty items and souvenirs.

Willow Clothing, Founders Square
A boutique shop from Baileys Harbor that’s opening a second location in Fish Creek.


Door County Medical Center’s Sister Bay Clinic, 2345 Canterbury Lane
Newly built rehabilitation and clinic location to serve the patients in Northern Door.


Touch of the World, 823 Egg Harbor Road
Locally owned and locally operated import shop that offers extravagant treasures to the worldly shopper.



Maxwelton Resort


Shallows Resort


What Next?

Check out what’s new in food and entertainment here>>