The Corner Store

Around the corner from our house, in the Lasallestrasse near the Vorgartenstrasse U-Bahn station, one finds a little shop that is so very Vienna. What kind of shop? An umbrella shop, that’s what. A sign over the door says, “Umbrellas.”

Umbrellas Sold Here

What’s so special about an umbrella shop? Squint your eyes and examine the objects in the window. You will see that this little store doesn’t just sell umbrellas—indeed no. It also sells toys:

Umbrellas And MORE!This is one of those esoteric little Viennese stores that have been around forever, and where the owner offers a selection of whatever the hell he wants for the occasional neighborhood client who stops in. In this case, the owner, who is very happy to chat, told us that he’s been selling umbrellas in this shop for over 50 years. (This was surely the family business.) He makes and repairs umbrellas of all colors and styles.

I have to say that the idea of repairing an umbrella — rather than throwing it away and getting a new one —had literally never occurred to me.
I have to say that the idea of repairing an umbrella — rather than throwing it away and getting a new one —had literally never occurred to me.

Once upon a time, he probably did a lively business. Vienna, with its wild weather, is deadly for umbrellas; the wind just flips them inside-out without warning. A previous generation was likely investing often in umbrella repair. I am guessing that with the advent of cheap umbrellas from China he turned to selling toys on the side. Of course, it is also possible that he just sells toys because he likes them. One supposes this because he is also selling honey.

Yes. He sells umbrellas. Toys. And honey.

The honey he produces himself, as he is also a beekeeper with some fields along the Danube somewhere. He has wildflower and sunflower and lavender honey.

This honey is home-grown and delicious. Austria has incredible honey.
This honey is home-grown and delicious. Austria has incredible honey. Honey is also basically the only homeopathic curative to which I give serious credence.

I love honey. I collect honey, jar upon jar, every possible flavor. Austria is honey heaven. I don’t know why, but there is just a lot of beekeeping going on in this country—you can get amazing honey in all the local markets. But honey and umbrellas and toys? That is unusual.

I love these crazy little Viennese stores that sell whatever they please with no regard for whether there’s a customer base. No market testing, no social media marketing, no special offers or landing pages or cross promotions or any of that shit. Just toys, handmade umbrellas, and homemade honey.

Needless to say, the owner of this charming but impractical business is going into Pension (retirement) in January. God knows what horror will take his place (cell phone shop?). Head to Lasallestrasse to get your umbrella fixed and your honey stockpiled while you still can.

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One Response to The Corner Store

  1. Pingback: How to Win at the Grocery Store Wars » My Blue Danube

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