The Wind in the Willows boutique is entering a new chapter.
The iconic store that has operated at the high-profile corner of Fifth Avenue South and Eighth Street South in downtown Naples for more than 25 years is closing.
However, it’s not the end of the story for the retailer.
The retailer has already opened in a new location, only a few doors down, on the side of the same building on Eighth Street South, next to a city parking garage.
The new store opened on May 22 for Memorial Day weekend, one of the busiest holiday weekends of the year in Naples.
“We had an amazing weekend. I mean, the store was so busy,” said Beth Ressler, the owner.
Also busy: The old store, where there are still deals to be had on merchandise and fixtures that Ressler wants to unload mostly because she doesn’t have room for it in a smaller footprint.
“I’ve got some great buys,” she said. “Some of it is 80, 90 percent off. I’m just trying to clear everything out.”
The new store spans about 1,500 square feet, while the old one is about 2,300 square feet.
The long-time store, located at 793 Fifth Avenue South, won’t close until June 30. That will give Ressler more room to adjust, including time to sell inventory she’s storing in a warehouse.
More about the unexpected move
Late last year, Ressler learned her lease would not be renewed.
At first, she felt devastated by the forced move by the building’s owner, an affiliate of M Development, based in Aspen, Colorado.
“I thought I’ve been here for so long,” she recalled. “And people love my store. I just couldn’t believe it.”
Through its affiliates, M Development has purchased more than a dozen properties on Fifth Avenue South since 2023. In working with the company’s ownership and management, Ressler said she found an alternative location that she’s now happy about with the same landlord.
“They were very generous with me and made me a great offer,” she said.
Plus, she said, the new space is more open and bright, and may just allow her to gain a little more time for herself, as there will be less space to fill and less inventory to manage and worry about.
“Maybe I can ride my bike and take some art classes,” Ressler said.
New and different merchandise
Wind in the Willows is mostly known for its stylish women’s clothing and accessories, but it’s also known for its cute children’s clothing and toys, and unique gifts.
In the new store, Ressler won’t carry as many children’s items, nor the wide assortment of greeting cards. Her primary focus will be on women’s apparel.
“I’ve gone through and chosen the best vendors for me,” Ressler said. “Also, I’ve brought in some new vendors. I’m finding some new vendors.”
She will still sell books, including “The Wind in the Willows” book that inspired the store’s name and design. The classic children’s novel is about the adventures and friendships shared by four animals.
Traditions won’t be lost
It took effort, but Ressler found the same French artist to create the same whimsical entrance at the new store as the old one.
“It’s even better,” she said of her new entrance and signage. “Way better.”
She brought the 75-year-old chandeliers from the old store to the new one as part of her intention to preserve its history.
While the store is smaller, she still has plenty of room for its three tutu-wearing “kitties,” a main attraction.
Named Lula Belle, Nanny Belle and Tinker Belle, the Persian cats are a popular draw, especially for the regular shoppers.
At times, entire families will come into the store to look for the cats, including children of all ages and even husbands, Ressler said.
“The kitties, they’ve all found their favorite spots now. At first, they were kind of curious and confused, now they are getting used to this new store,” Ressler said.
She’s keeping all of her employees, some of whom have worked alongside her for decades.
“We are like family. And I’m very fortunate,” Ressler said.
Her bond with employees is important, as the store operates from morning to night every day, with few exceptions.
Also important to her: The feedback and responses she gets from customers, especially from the younger ones, including their shared drawings of her cats and comments about her “magical store.”
Retailer has a storied past
In 2001, Beth Ressler and her former husband bought the boutique from the second owners.
The store was founded by entrepreneur Jack Harris, along with his partner Ralph Pollio, as a kitchen and gift shop, in 1969. It was originally located in the historic Naples Mercantile Building on Third Street South, where the Campiello restaurant now operates.
After losing its lease, the store relocated to Fifth Avenue South in 1998.
Some days, Ressler sees customers from three generations shopping together.
With the new location, she expects bright days ahead.
She’s worked in retail for nearly 50 years. At 71 years old, she said there’s nothing she’d rather be doing, and if she died tomorrow, she would have lived her dreams.
“It’s all good,” she said. “I’m very positive about everything.”
As for the old store, she said she’s excited for what it will become: A Faherty men’s clothing store, known for its beach-inspired designs.
“It’s going to be a great men’s store,” Ressler said.
After more than two decades of being in the “best location ever,” she said she’s feeling grateful and ready to “pass the torch” to another retailer that’s sorely needed on Fifth Avenue South.
With a variety of tenants, the longstanding retail and office building at 765-799 Fifth Avenue South last sold for $29.5 million in January 2025. It was purchased with plans to introduce “unique and luxurious” concepts to the site.
“I’m a businesswoman,” Ressler said. “I realize that there was an investment made, and things are going to change, but it will be for the better.”
Laura Layden is a senior business and government reporter. Reach her by email at laura.layden@naplesnews.com.
Please support Southwest Florida community journalism and stay informed about Southwest Florida news by subscribing to The News-Press and Naples Daily News; download the free News-Press or Naples Daily News app, and sign up for daily briefing email newsletter, food & dining and growth & development newsletters here and here.
This article originally appeared on Naples Daily News: Iconic ‘Wind in the Willows’ moving off Fifth Avenue South, but not far
Reporting by Laura Layden, Fort Myers News-Press & Naples Daily News / Naples Daily News
USA TODAY Network via Reuters Connect
