Women’s Boutique Fashion Apparel Online

Rural Mercantile offers men’s and women’s boutique fashion and home decor inspired by the beloved Midwest. We proudly offer designs from our own RURAL brand label, as well as other U.S.-based designers and artisans, maintaining our philosophy of supporting small businesses right here at home in the United States.

You don’t have to be from a rural community or the Midwest, but you can sure enjoy what we have to offer!

Quality Apparel from Good People in Rural U.S.A.

Shop the best selection of women’s apparel online at Rural Mercantile. We have quality accessories and clothes for men, too! We’re proud to sell women’s boutique fashion products and accessories that tell stories about unique people and places.

Find something that makes you smile. From tops and bottoms to good eats and home decor, we carry products that elevate your down-home lifestyle.

Discover Quality Items for Less

Support the community and they’ll support you back. Our brick-and-mortar store is a second home to many familiar faces, and we wouldn’t have it any other way. We work hard to provide a place where locals and tourists alike love to sip a rural chic latte (we brew our espresso cowboy-strong and then fancy it up with delicious add-ins) and shop around.

The fine folks in our community trust us to deliver women’s boutique fashion that’s always made to our exceptional quality standards without the inflated prices you’ll find at other boutiques - online and off! We’d love for you to embrace that spirit of good, old-fashioned honesty and community with us, even if you don’t live in our little town.

Comfy Apparel That Looks As Good as It Feels

If we had a nickel for every time someone told us that our tees are the comfiest they’ve ever worn...well, we’d have a whole lot of nickels! We firmly believe that your clothes should look and feel amazing.

Whether you’re at the office or on the couch, you deserve to be cozy and confident. Shop women’s boutique fashion, denim, and lifestyle products that make you feel at home.

Not Your Typical Selection

If you’re shopping for women’s apparel online, you have options. We realize that. That’s why we go above and beyond to provide a curated selection of one-of-a-kind products that you’ll adore.

Life’s too short for the same old boring stuff you get at big-box stores and online retail giants. Our goal is to carry products with soul - items that you want to share with the world. We support small businesses and they support us back. Ain’t that sweet?