Owner Steve Reuter started Truckers Union 40 years ago. The shop, selling everything from pipes to greeting cards, has remained in its current location (413 Water Street) since 1980.

As a long-haired 22 year-old in 1970, Steve Reuter was struck by the simple kindness of a stranger’s “hello” as he walked throughout Eau Claire. He would later become the longest continuous owner of a business on Water Street – the street that offered a hello.

    “I started out as one of the youngest business owners on the street. Now I’m one of the old guys,” said Reuter.

    In May of 1970, Reuter, his sister, and his sister’s husband found a 10-by-22-foot space to rent on Bellinger Street, setting the scene for Happy Products, the debut version of what is now Truckers Union.

    Though Reuter attended UW-Madison and UW-Stout, eventually earning a degree in business, he says neither school offered classes specifically in entrepreneurship. He was truly striking out in new territory.

“We borrowed money from everyone we could … friends … relatives … to get off the ground. I had $2,000, my sister had $2,000, we borrowed $5,000, and finally Community State Bank gave us a loan,” he said.

    To Reuter, who had been the target of dirty looks in larger, mainstream stores such as Kmart, it was important to provide a tight-knit place where “hippies” could buy a pipe without being judged. Reuter’s career path also reflected his self-understanding. “I had to do something on my own,” he said. “I knew I wouldn’t be happy working for someone else.”

    Modeled after friends’ businesses in Oshkosh and Minneapolis, the original store carried posters, candles, incense, pipes, and tapestries. After the court battles of the 90’s, the state’s power to enforce an anti-paraphernalia law fizzled out.  Pipes are still legal to posses, as long as they aren’t sullied with illegal substances.

    In June of 1971, a spot opened up in prime territory – also known as Water Street – where Jeff & Jim’s now serves pizza.
 

    It wasn’t until 1980 that Reuter moved the business to the current 413 location. In 1985, the record department of the store split off to form Union Records, which survived until 2005.

    In general, Reuter and store manager Cassie Serig say they must allow the times to dictate the merchandise. However, it’s clear that the personality of the items remains consistent – quirky, colorful, and unconventional. Imagine a zippered wallet shaped and printed to resemble a slice of toast with a pat of butter on it. Next to a Sigmund Freud action figure. Next to locally made soy candles.

    “It’s the one place where you can buy a pipe and a birthday present for your grandma.” Serig said. “It’s more than just a head shop … it’s a progressive gift store.”

    Now, 40 years after Reuter decided to take a risk, some things have come full circle. “Styles are starting to come back that were popular 40 years ago … females wearing boots with skirts … some tie dye,” he says.

    Reuter’s role within the business has also slowly morphed with the times. For the first 10 years, he was behind the counter, dealing with customers and ordering for the store. After 20 years, he was able to stop working Saturdays, and after 25 years, he decided full days of work at the store were no longer necessary. But he still does all the accounting, a skill that Reuter says businesses are increasingly outsourcing. “I need to know what’s going on,” he says, shrugging.

    Reuter sports a short haircut nowadays. Its cutting was symbolic. “I accomplished everything I wanted to accomplish with long hair,” he explains. “And then, I cut it.” Compelled to prove that he could be as successful as any other business owner with an unconventional look. Mission accomplished.