A historic building in downtown Wiscasset now houses Plain Goods, a unique lifestyle store. It offers a mix of clothing, leather goods, and antique furnishings, celebrating timeless design and craftsmanship.
Located at 54 Water St., this is the second location for owners Michael DePerno and Andrew Fry, who first launched Plain Goods in New Preston, Connecticut, back in 2015. They have a strong vision for their store.
“Our aim is to offer items that are both beautiful and functional,” DePerno shared. “We want people to buy things they love and keep them for years.”
The shop features a carefully selected range of clothing for men, women, and children, along with shoes, bags, and vintage accessories. Many items come from their private label, produced in small factories across Europe and by local artisans in Maine.
DePerno believes antiques have stories to tell. “The patina and quality reflect how things were made long ago,” he said. “That sense of timelessness is at the heart of what we do.”
With over 35 years in retail, DePerno combines his shopkeeping experience with Fry’s marketing background. “Our strengths mesh well,” DePerno explained. “We share a similar view on quality and style, which makes our partnership seamless.”
Their focus is on quality over consumerism. “We have built relationships with manufacturers and craftspeople through personal connections,” Fry noted.
Since launching, Plain Goods has been featured in major publications like Vogue and Architectural Digest. DePerno and Fry frequently visit Maine and have plans to restore a saltwater farm in Waldoboro. They appreciate Wiscasset for its character and active creative community.
“I love the concentration of creativity here,” Fry said.
Looking ahead, they plan to expand their private label collection, including sweaters from Scotland and knitwear from Italy.
Plain Goods is open Thursday through Sunday, with additional hours available by appointment. For more information, visit their website at plain-goods.com or find them on Instagram at @plaingoodsshop.
This venture reflects a growing trend in retail where quality and sustainability are prioritized. A 2021 study found that nearly 70% of consumers prefer to shop from brands that demonstrate responsible practices. Changing the focus from fast fashion to lasting quality seems to resonate deeply today.
Plain Goods is helping to lead this shift, shaping the way we think about what we buy and why it matters.
