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Founded 1901

Royal Purple

Founded 1901

Royal Purple

Founded 1901

Royal Purple

The Pilates Reformed sign in the newly opened business Feb. 21, 2025.

New business for tailored exercise

Joey Gatto, Journalist March 3, 2025

Pilates Reformed is a brand-new pilates studio right here in Whitewater. With the grand opening and ribbon cutting taking place just weeks ago, members of the community are only beginning to get a taste...

The creator of the KickStick, Stefan Gamino.

Launching the next generation of entrepreneurs

Aliza Kaiser, Campus Journalist March 2, 2025

More young adults are starting their own businesses than ever. Recent data from the Global Entrepreneurship Monitor 2024-25 Report shows that about 26% of young adults ages 18-34 are now actively engaged...

The UW-Whitewater College of Business and Economics operates primarily inside Timothy J. Hyland Hall at the center of campus.

Best in the business

Parker Olsen, Editor February 10, 2025

On Starin Road sits Timothy J. Hyland Hall, home of the UW-Whitewater business school. The US News Report recently ranked UW-Whitewater’s College of Business and Economics (CoBE) as the best in Wisconsin....

Hispanic food brings a culture together

Hispanic food brings a culture together

Evan Greissinger, Community Journalist September 15, 2024

La Tienda Mexican San Jose is one of Whitewater’s authentic Hispanic stores/restaurants that the town has to offer. The store is located at 148 W. Main St. Customers can shop, as well as eat inside the...

Starbucks opens its doors

Starbucks opens its doors

Lucas Riley, Community Journalist April 14, 2024

Starbucks has finally made its way to Whitewater. On April 11, Starbucks opened its doors in Whitewater for the first time. Located at 1280 W. Main St. the location was previously the Whitewater Quick...

The Fuzzy Pig is inside this old barn which stands shining bright in the setting sun.

Where country meets classy

Evan Greissinger, Assistant Community Editor March 17, 2024

The Royal Purple 2024 Best of Whitewater survey collected responses from 527 community members to determine which of the city’s many excellent businesses were most popular among the people. The top...

Holly Barnett, the owner of Stellar Vintage, stands outside of her business opening day Tuesday, Feb. 13, 2024.

Vintage store opens with a bang

Blake Erwin, Community Editor February 18, 2024

Whitewater has a new business at the corner of First Street that could become a hallmark of the community. Stellar Vintage is a curated clothing store that just opened in early 2024 featuring fashions...

What it's like to work at Ace Hardware

What it’s like to work at Ace Hardware

Mackenzie Juedes, Community News Journalist October 15, 2023

Ace Hardware, founded in 1924 by a group of Chicago hardware store owners, developed the retail environment by allowing individual stores to purchase items in bulk to save money and buy at the lowest price...

SweetSpot Co-Owner, Elena Gildemeister, helps her employees at the SweetSpot Bakehouse during a rush by gathering pastries for customers. February, 2022

A Sweet Spot for inspiring women

Briahna LeFave, Business & Technology Editor February 27, 2022

The Sweet Spot has served the Whitewater community by providing much needed caffeine and treats to curb any sweet tooth for nearly two decades. The Café is located in the historic Whitewater Hotel building....

Owner Jericca Newby cuts the ceremonial ribbon for her brand new business, ReVamp Nutrition that is located on West Center Street, Whitewater on Nov. 8, 2021.

New nutrition store amps up the energy

Cennedy Hoppe, Business & Technology Editor November 14, 2021

New local business Revamp Nutrition had their very own ribbon cutting ceremony commemorating the occasion of opening in Whitewater. The store, owned by Jerrica Newby, is a brand new nutrition shop that...

Back in business? Road to recovery for Wisconsin’s restaurant and bar industry

Back in business? Road to recovery for Wisconsin’s restaurant and bar industry

Wisconsin Policy Forum, Contributor October 3, 2021

The COVID-19 pandemic has created unprecedented challenges for restaurants and bars in Wisconsin. Due in part to support provided through federal relief funds, employment in this industry has recovered...

University of Wisconsin-Whitewater freshman Jenna Pergande bartends and serves guests at Second Salem Brewing Company in downtown Whitewater near Cravath Lake Park Sunday evening Sept. 5.

Back to business

Kylie McCombe, Photography Editor September 5, 2021

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