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Consignment shop is cozy, but bustling with sales
McCOOK, Neb. — Stepping in the door of The Style Exchange, a big smile greets you at the door.
Consignment shop owner Jenna Morris has created a warm, cozy atmosphere from top to bottom at 211 Norris Ave., McCook. And within that cozy atmosphere is the steady stream of shoppers browsing through the racks of brand-name clothes at reasonable prices.
Morris said the building was purchased on New Year’s Eve 2025, and the shop was open for business on March 2.
“I’d been doing it from home for a long time. I was a stay-at-home mom, so it was a nice way to just make extra money so I could stay home with my kids,” Morris said. “My kids are older now, so I just thought it would be great to do something like this here. It helps people make money on their items. I mean, some stuff’s just too good to give away. They can make some money back.”
How her consignment shop operates is very simple. People who want to consign their items sign an agreement and fill out a form. Each consignor has their own barcoded price tag on the items Morris is selling for them. That barcode is programmed to automatically put 40% of that sale on the consignor’s account, which they can either receive as store credit, cash or Venmo.
For instance, a consignor found a top she wanted last week and used store credit to purchase it. In “girl math” terms, Morris said, that top was free.
Some of the more popular brands people look for in her shop are Coach, Lululemon, or western brand clothing. She also sells Free People, Abercrombie, Anthropologie, Under Armour, Urban Outfitters, On Cloud, Athleta, American Eagle, Alo, Nike, Levi’s, BKE, Pol, Hoka, Zara, Gymshark, Aerie, Kate Spade, Madewell, Ariat, The North Face, Birkenstock, Patagonia and Carhartt.
“I have learned so many brands over the years. There’s a lot. I know if it’s popular, it’s worth a lot,” she said.
The racks are organized by size, with spring and summer out on the main floor and the sweaters and athletic wear in the back. There are also bags, purses, jewelry and a “tiny bit of men’s and kids”.
“I kind of pick through it. I’m kind of picky about the brands and the condition,” she said.
Clothing with animal hair, stains, tears, smells, pilling or business logos can’t be accepted at the shop. She also cannot take items more than two years old, as well as home goods or open cosmetics.
Morris also has shelves of trending books at the front of the store, which she says are popular purchases.
With over 300 consignors, there is always a wide selection to choose from. Morris noted that three or four new consignors jump on board each day, and three or four current consignors come in each day with more to sell. Those consignors don’t just come from the immediate area. They also hail from as far away as Wyoming and northwest Kansas.
“We’re pretty popular right now. So, I hope we can keep the momentum going,” she said.
One reason for the increasing consignment shop popularity is the ability to get a little money back on something that still has lots of life left in it. The other reason is the deep discounts on name-brand items.
“Everything is expensive. Brand new jeans are, you know, $100, so they can come here and get them for a fraction of the price,” Morris said.
Items that do not sell are donated to local second-hand shops. All sales are final, so she does have a fitting room available for shoppers.
Morris said the building was purchased on New Year’s Eve 2025, and the shop was open for business on March 2. Her father, Shannon Carfield of Indianola, a contractor, worked on the interior of the store to give it the homey feel. That included re-exposing the ornamental tin ceiling, pulling up layers of flooring and redoing walls.
The Style Exchange is open Monday through Friday from 10 a.m. to 5 p.m., and on Saturday from 10 a.m. to 4 p.m.
Morris and her husband, Dustin, live in Bartley, where he is the fire chief and owns a trucking business. the couple has two children, with one on the way.