A Cow Town Goes Designer

Rainbow’s End: ‘Find Something for Yourself or Your Grandmother’

By Brianne Burrowes, 1-25-06

Editor's Note: This is the third in a six-part series looking into how changing demographics are creating a new age in Missoula's boutique scene. Each day, New West is bringing you snapshots of the local businesses that are part of, and setting the trend. Click here to track all the installments.

One of Missoula's most distinctive clothing stores since opening in May of 1999, Rainbow's End has proved itself a viable business in downtown Missoula.

"Missoula didn't have anything like Rainbow's End," co-manager John West says.

When West and his wife Miranda first opened the store, it was approximately half the size of the current store. It has expanded so much it has been remodeled twice since first opening six and a half years ago.

"Rainbow's End has always been perceived as a hippie store," says assistant manager Sara Kuntz. But the store also carries more mainstream brands such as American Apparel, Miss Me, Necessary Objects and Tulle. "We try to fit everybody's needs," she says.

The store has a loyal local customer base, West says. Just like everyone has their favorite local coffee shop, everyone has their favorite local clothing store, he says.

The store positions itself as a place where people can go to find unique products and a friendly staff, Kuntz says. It is targeted toward people of all ages. "We try to be that store where you can come in and find something for yourself or your grandmother," she says. "I think it's a place where a lot of people will go to get the one thing they know we have."

In fact, the store has been so successful that in September of 2001 a second store was opened in Flagstaff, Ariz. West says he chose Flagstaff because the town parallels Missoula well in terms of supporting the same size colleges, having similar climates and atmospheres and being hotbeds for outdoor enthusiasts. The only difference, West says, is that Flagstaff is more of a tourist-driven town, whereas in Missoula, he finds the store has more community-driven sales.

When asked if he is worried about over saturation of brands, since newly opened store Betty's Divine carries similar lines, West says, "There's six or seven different coffee shops in Missoula. They all sell the same thing. They all are doing great."

Adds Kuntz, "I think it's important to remember that everybody's just trying to make their own dream happen." Both stressed that each store in downtown Missoula has different tastes and fills a different niche -- creating a dynamic synergy for shoppers.

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