The concept of sustainability is more than just a passing trend—it has become a foundational element of how we live, eat, and shop. For Traci Walton, co-founder of Plenty Mercantile in Oklahoma City, creating a sustainable business wasn’t just a corporate goal; it was a path discovered through family, passion, and a distinct vision for retail. Farm Director KC Sheperd recently sat down with Walton to discuss the origins of the business, how they vet their unique products, and how the mercantile has grown into a hub for intentional living.
The Roots of an Intentional Business
The journey of Plenty Mercantile began back in 2012 after Walton’s oldest daughter, Brittney, graduated from Oklahoma State University. Brittney earned a degree in entrepreneurship and the university’s very first certificate in sustainability.
Following an internship in Boston, where she analyzed companies for their sustainability and bottom-line practices, Brittney returned home to Oklahoma with a clear realization: the retail sector was lagging behind in environmental and social responsibility.
At the same time, Walton had just finished homeschooling her three youngest children and was ready for a new challenge. Encouraged by a friend to start a store that reflected the warmth and ethos of their own home, the mother-daughter duo set to work. Fourteen years later, that spark has evolved into a thriving multi-location business backed by a supportive Oklahoma City community.
A True Mercantile Experience
The choice to call the business a “mercantile” was deliberate. The founders wanted to carry a vast array of products across a wide range of price points to ensure the store remained accessible to everyone. The goal is for any customer to walk through the door and find something that fits their budget while maintaining a sustainable thread.
The curated inventory spans several categories:
- Home and Pet Goods: Durable, high-quality items designed for everyday utility.
- Children’s Toys: A personal favorite section of Walton’s, featuring mindfully made playthings.
- Nostalgic Candy and Gift Items: Fun, retro treats alongside custom postcards (complete with stamps available for purchase on-site).
- Made in the USA and Oklahoma: A massive collection of locally and nationally sourced goods.
Since opening in 2012, Walton has noticed a significant shift in the market. Back then, sustainable goods were rare and difficult to source. Today, the quality and variety of eco-conscious products have risen dramatically to meet growing consumer demand.
Defining Sustainability Through Vetting
When it comes to selecting vendors, Plenty Mercantile relies on a strict vetting process that begins with a gut feeling and a strong relationship. Because many agricultural producers and makers are looking to add value to their operations through agritourism and retail, understanding how their products are made is essential.
For Walton, sustainability is synonymous with value, quality, and longevity. Products must be made with intention from resources that do not degrade the planet. Furthermore, ethical manufacturing is non-negotiable; it ensures that the hands that made the products were treated fairly.
The vetting process extends all the way to packaging. If an exceptional product arrives wrapped in excessive plastic or styrofoam, they will choose not to carry it. The team works closely with makers to establish shipping and delivery methods that minimize waste and work effectively for both parties.
Natural Skincare and Local Favorites
One of the store’s standout categories is its clean, natural skincare line. As someone who recently turned 60, Walton emphasizes the importance of preventative skin health with clean ingredients. Working alongside her 34-year-old daughter, the two research and select products that cater to different generational needs, prioritizing simple ingredient lists, proven longevity, and transparent company backgrounds.
In addition to skincare, the store’s “Made in Oklahoma” section is its best-selling category. Celebrating what many call the “new frontier” of Oklahoma City, this section features everything from traditional coffee mugs adorned with local icons to custom plates, cutting boards, and dish towels featuring regional university colors.
Among the carefully curated skincare offerings at the mercantile, Sacred Meadow Sheep Tallow has emerged as a standout favorite for customers seeking pure, time-tested hydration. As part of Walton and her daughter’s deep dive into simple, ingredient-conscious skincare, this traditional balm aligns perfectly with the store’s philosophy of intentional living. Tallow closely mimics the natural lipid profile of human skin, making it an incredibly effective, nutrient-rich moisturizer that delivers vitamins A, D, E, and K without synthetic additives or fillers. Sourced with the same strict standards for animal welfare and environmental stewardship that the mercantile demands of all its vendors, this product highlights a return to ancestral beauty practices that are both deeply restorative for the skin and gentle on the planet.
Navigating a Post-COVID Retail Landscape
The global pandemic altered how consumers view their purchases. People became deeply curious about where their food and everyday goods came from. Plenty Mercantile emerged from that period with an even stronger commitment to localized supply chain lines.
By prioritizing makers and suppliers who are closest to home, the business reduces the environmental and financial impacts of freight and travel while actively reinvesting in the regional economy.
Summer Experiences and Community Engagement
Summertime at Plenty Mercantile brings a shift toward community events. The flagship location in the historic Automobile Alley is housed in a 4,000-square-foot former Chevrolet dealership from the era when 28 dealerships lined the street. The building features a large front showroom, a warehouse venue space where cars were once serviced, and an expansive rooftop.
While the rooftop slows down for private events during the hot summer afternoons, the mercantile utilizes its air-conditioned warehouse space to host local makers every Saturday morning, offering them free space to showcase their crafts. Visitors can participate in hot yoga on the rooftop before coming downstairs to browse local vendors.
Where to Find Plenty Mercantile
For those looking to explore the mercantile’s curated selection, the business offers several touchpoints:
- Automobile Alley (Flagship): Located in downtown OKC, featuring the main showroom, event venue, and rooftop space.
- The First National Center: A specialized gift shop catering to travelers and downtown visitors.
- Will Rogers World Airport: A joint-venture partnership with Paradies Lagardère.
- Online Store: A recently redesigned 24/7 e-commerce platform allowing customers to shop online and opt for convenient in-store pickup.
As a certified B-Corp, Plenty Mercantile operates on solar energy and functions as an urban pollinator pocket and official waystation for the Monarch butterfly. The third-party certification underscores the store’s commitment to walking the walk when it comes to true environmental accountability.
