When Brittney Flamm set out to design Lander Haus Mercantile (104 N. Clay), her new shop in Kirkwood, there was no doubt that her personal aesthetic would drive the décor.
For the 33-year-old native St. Louisan who studied fashion merchandising at Fontbonne University, adventures on the open road and Western-style dress are major sources of inspiration. She’s captivated by such cities as Nashville and Round Top, Texas, describing the latter as “the vintage and antique capital of the world” and “the perfect girls’ weekend.” She admires the way that Southern women “dress to the nines, even if they don’t have a lot going on.”
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In opening the boutique, she wanted to find the right space to express her style. “I never wanted to be in a new-construction building—I’m not a fan,” says Flamm. “I wanted a space that had character.”
Tucked into a courtyard building around the corner from the historic Kirkwood Train Station, Lander Haus Mercantile occupies 900 square feet, an intimate setting that Flamm says was an intentional design choice she hopes will draw customers. The interior features moody green walls, handmade shelves, and linen pendant fixtures illuminating the dressing rooms. “I want people to feel welcomed here and greeted right away,” she says. “I want to create an environment that people want to come back to.”
Shoppers can find a broad selection of relaxed, comfy basics. The inventory is casual yet put together—think pintuck, eyeleted dresses; blouses and button-downs; and cowboy T-shirts for men designed by an artisan in Montana. Clothing from brands such as Rails, Marine Layer, and Faherty are expected to sell well. “A lot of people don’t really know how good their denim is,” she says, of the California-based Rails. “The fit is fantastic.”
Flamm is still learning about her customers but feels confident that her focus on Western-inspired looks and natural fibers—cottons and linens—will deliver for her. At the front of the shop, Flamm reserves a rack for vintage clothes curated by her best friend, Paige Roth, the owner of Landwehr. Skin and home-care products from vendors such as Kate McLeod and Koala Eco are neatly arranged on shelves toward the back. “I try to use products in my personal life that are free of chemicals, so I wanted to bring that here,” she says.
Apparel, though, is just part of the experience at Lander Haus. The store also stocks furniture, artwork, and home décor—again a reflection of Flamm’s aesthetic, which she describes as vintage mixed with contemporary elements. “I wanted home pieces that are more curated, that you keep in your household for a long time to come. That was key for me,” she says.
The furniture manufacturer Four Hands is a partner. Flamm sells select pieces from its collection, including case goods, drinks tables, and chairs such as the “Netta”—a classic, cane-back piece that’s been updated with a solid oak frame and tapered legs. Flamm complements the inventory with throw pillows, items for the table, and other accessories sourced from antique malls across the country and in the St. Louis area; South County Antique Mall and Keen Eye Antiques, in Ozark, Missouri, are two favorites. Most of the artwork for sale comes from a shopper in California.
“This painting is one of my favorites,” she says, pointing to a landscape drawn in shades of green, white, and blue. “It’s an early 1900s painting, so it’s antique. I just love the patina.” Next to it are colorful hand-blown glasses, hand-painted ceramics, and silver-plated butter dishes.
Even with so much going on during the opening of the storefront, Flamm has decided to keep the Whiskey Buffalo, the clothing booth she’s operated for the past decade at The Collective Market in St. Charles. She’s also keeping her job as an assistant to Andy and Emily Frisella, the couple behind St. Louis–based fitness and nutrition company 1st Phorm, as well as stationery brand The Paper & Plan Co, which is also sold at the shop. “They’ve been very supportive of this, which I’m super thankful for,” she says.
In fact, the Frisellas have always been generous with their mentorship. Flamm says one of the most important business lessons Emily imparted is to take the risk and learn as you go.
“I’ve done everything myself: the buildout, the painting of this entire space. My boyfriend helped build the shelves, and we switched out all the lighting. I sourced everything,” she says. “Then, when problems arise, that’s just my problem.”
None of it appears to rattle Flamm, though. On the contrary, the vibe is that she’s here for the adventure.
