Wolf Hollow opens permanent store front in Rockford

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ROCKFORD, Ill. (WIFR) -- Wolf Hollow is the newest business to open in Rockford and features a collection of unique, gothic inspired merchandise.

The store combines dark aesthetics and gothic appeal of Halloween and uses both to create a shopping environment for the unique shopper. You can find art, books, home goods and apparel all with a funky twist. Owner Randy Wolf says the business started out as a pop-up shop five years ago that would travel around the country to different festivals and markets.

"Some people would call it Halloween, but its more eerily comfortable,” said Wolf about the atmosphere of the store. “We've had people today that drove at least 3 hours to get here."

The shop is located at: 3800 East State Street Suite 103 in Rockford