Rockford man aims to create nostalgic joy with his new downtown vintage and collectibles business
By Kevin Haas
Rock River Current
Get our mobile app
ROCKFORD — Walking into downtown’s newest storefront is like stepping foot inside a ’90s kid’s dream playroom.
You’ll find a hangout space in the back with two vintage couches to sink into while you play Super Nintendo or other old-school video games. The walls are lined with retro toys and collectibles that will spark nostalgia for those who grew up with He-Man, the Teenage Mutant Ninja Turtles, Power Rangers and GI Joe, among other decades-old franchises that have seen recent revivals.
“People in our 30 to 40 range, we’re kind of established and have decent jobs and are trying to find stuff that brings back those memories and those good times that we had when we were younger,” said Ethan Lundquist, the 33-year-old owner of S’mores Collectibles & Vintage. “That’s what I’m trying to bring to people.”
More downtown business: Maze Books ‘grew up.’ The independent bookstore has opened in a new space in Rockford
S’mores Collectibles & Vintage opened Friday at 328 E. State St. in downtown. The shop is open from noon to 7 p.m. Saturday before its regular hours begin next week.
The space was previously home to the Fred VanVleet store and most recently Magari shoe store. The former shoe racks along the wall now serve as stands for retro toys, figurines and other collectible items.
“I’ve always had an idea if I wanted to do a store anywhere it’d be downtown, in the heart of the city,” Lundquist said of the location. “Try to get to as many people as we can, spread the joy, spread the fun.”
advertisement
Lundquist, a native of Franklin Grove now living in Rockford, decided to venture into business for himself after he was laid off in April from the Belvidere Assembly Plant, where he had worked as an environmental specialist. The plant was idled indefinitely at the end of February, and United Auto Workers have been pushing during negotiations with Stellantis for a product to return here.
“The last couple months I’ve been working on building some extra inventory,” Lundquist said. “I’ve always been into it. I said, I’m laid off, it’s time to chase the dream while I have a chance.”
Related: Workers rally to show solidarity and demand a product at the Belvidere Assembly Plant
The store also has a collection of VHS tapes, Pokemon cards, manga and anime, WWE action figures, sports memorabilia and some vintage clothing, including jerseys and sportswear.
On average, you can walk away with something for $15 to $30. There are some lower priced items around $5 and below, and higher-end sports memorabilia such as autographed jerseys that could range up to a few thousand dollars.
Lundquist said he enjoys locating hard-to-find items.
“I flea market every weekend that I get a chance, and thrift stores pretty much every day,” he said. “I like the thrill of the hunt. If people have something they’re looking for, I’ll find it for them.”
The sign, created by Garret Rapp of Signs Now Rockford, also inspires ’90s nostalgia with a look and color-scheme reminiscent of “Saved by the Bell,” a sitcom that ran from 1989-1992.
“Even if you don’t have something in mind, I think just coming in and looking around you’ll see, ‘wow, I remember when I had that or when my friend at school had that.’ Just to jog people’s memories and maybe drop a jaw or two,” Lundquist said. “I like being able to provide that joy to people.”
About | S’mores Collectibles & Vintage
Where: 328 E. State St., Rockford
Hours: noon to 6 p.m. Wednesday and Thursday; noon to 7 p.m. Friday; 11 a.m. to 7 p.m. Saturday; noon to 6 p.m. Sunday
Contact: 815-391-3882; smorescollectibles@gmail.com
On the web: Find them on Facebook
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas
