A bookseller who first reached readers from a mobile cart has opened a permanent shop in Merrill, Wisconsin. The Fictional Fern held its grand opening on a Saturday, offering both used and new titles at a fixed address on East Main Street.
From Mobile Sales to a Storefront
Owner Jessica Golisch began by selling books through Booked the Mobile Bookstore, which appeared at farmers markets and vendor events beginning May 10, 2025. That route allowed her to test which titles and customers would respond to a small, portable inventory before committing to rent and fixed operating costs. The brick-and-mortar location at 2801 E. Main St., Suite 5, marks the next stage of that work.
Opening Day Partnership
For the grand opening, The Fictional Fern partnered with Caffeine Cruiser, a mobile gourmet coffee trailer based in Merrill. The pairing brought a second local small business into the event and gave visitors a reason to linger during the celebration.
Hours and Location
The shop is open Thursday and Friday from 11 a.m. to 6 p.m., Saturday from 10 a.m. to 4 p.m., and Sunday from 10 a.m. to 2 p.m. Customers can find it in Suite 5 at the East Main Street address. Hours may change over time, so readers planning a visit should confirm current times with the store.