Primrose Parlor Antiques - Rice Lake WI




Rice Lake, Wisconsin


In November 2016 Primrose Parlor Antiques celebrates twenty years in business.  But Patricia Durand, the original founder of the business – and the current owner and manager – notes that the beautifully restored, turn-of-the-century Victorian storefront that graces Rice Lake, Wisconsin’s Main Street was not always an antiques shop.


The earliest abstract dates to 1845 and indicates the property belonged to the Knapp Stout Company, but the time of the first improvement to the land is unknown.  However, from around 1915 to 1920 it was occupied by the Rechenthaler & Sons Auto Shop.  In 1920 the building became the home of Al’s Bar and also during this period Rice Lakers Marilyn and Germaine Grove lived in the apartment upstairs.  In 1946 Ralph and Allie Wright operated a heating and plumbing business from the building and then in the early 50’s “Kiddie’s Togs”, an establishment owned by W.E. and Martha Lundquist, called the building home.  Later, in the 50’s it housed the Rechenthaler Brothers machine shop.


In 1974 Patricia Durand and her late husband Paul Durand purchased the building.  After Paul’s passing in 1978 Pat leased the property commercially until 1996.  Then, in November 1996 Pat and her partner Glenna Sykes opened the business which they named Primrose Parlor Antiques.  Glenna retired after one year.


Pat will be the first to tell you that the antique business has changed over the last twenty years. There are still diehard antiquers that love to come to Primrose Parlor to browse and reminisce.  One of the most rewarding happenings is when a pair of Baby Boomers comes into the shop with their grandchildren to show and teach them about antiques or help them to start a collection.  Then members of the X-Generation come in looking for Breweriana and Sports-related collectibles and even some mid-century furniture – although they aren’t averse to putting paint on it.  And then there are the Millennials.  They look for items that they can repurpose, use for a short time, and then they move on to something else.  And Primrose Parlor can accommodate all of these varied tastes.


Today Primrose Parlor is home to eight diverse antique dealers.  One dealer has been with the shop for seventeen years and the newest joined just recently – in October, 2016.  The eight member team allows for a large inventory and a wide variety of quality antiques plus a wealth of knowledge which is beneficial to the many locals and tourists who visit regularly.


Primrose Parlor’s dealers specialize in Pottery, Primitives, Mid-century, Furniture, Primitives, China, Glassware, Breweriana, Sports and Hunting memorabilia, Records, Tools, Collectibles and much more.


In 1997 Primrose Parlor Antiques was honored by the State of Wisconsin when the new exterior design of the shop won the “Outstanding Adaptive Re-Use Project Award” in recognition of its part in the revitalization of Rice Lake Wisconsin’s downtown.


Primrose Parlor will host its 20th Anniversary Open House on Friday, November 18th and Saturday, November 19th.  Pat and the dealers at Primrose Parlor Antiques invite you to come to Rice Lake to celebrate with them.  Door prizes, sales and refreshments will be available.  Store hours are 10 a.m. to 5 p.m.  For more information contact Pat at 715-234-5849 or visit



Primrose Parlor Antiques

417 North Main Street

Rice Lake, WI 54868





April through September

Monday – Saturday: 10am–5pm


October through March

Tuesday – Saturday: 10am–5pm