The Flannel Fox

Face of Lifestyle Stores

(Left to right) Melyssa Bauer, Co-Owner and Mark Bauer, Co-Owner; Photo by Linda Smallpage, Boutique Photographer

Mark and Melyssa Bauer had a big year in 2020 – they were engaged in February, married in October, and in between, they opened The Flannel Fox together. Mark had managed No Boundaries, a boutique in Boulder Junction, for over a decade, and when he and Melyssa got engaged, they decided that they wanted to run a new store together in Wauwatosa, their new home.

Inspired by Wisconsin’s up north aesthetic, they opened The Flannel Fox, the only lifestyle boutique in Wauwatosa Village with men’s clothing. The store also sells women’s clothing, accessories, rustic home decor and gifts – all united around a Northwoods theme, with an urban twist.

“The store is very cozy,” Melyssa says. “When you walk in, it feels like what you might see and feel in a cabin up north, but with a contemporary look.”

You’ll find durable, high-quality apparel, fashionable looks, and special pieces for hiking and fishing. The Bauers work with about a dozen vendors from around the state to provide unique items, such as jewelry from Maebel, a small, Milwaukee-area handmade jewelry and accessories brand; and See You on the Trail, a Waukesha-based artisan brand making handcrafted wooden maps of state and national parks.

“There’s no other store like us in Wauwatosa,” Mark says. “People love what we offer, but it’s also about the feel of the store, that up north vibe.”

7602 HARWOOD AVE., WAUWATOSA | 414-810-1984