Our Story

Rooted in community. Growing together.

Where It All Started

The Purple Tree has been part of downtown Hudson since 2004 — born from a dream of uniting people over a shared set of values: respectful treatment of people and of our earth. Every product was chosen with intention. Every purchase was meant to matter — to do good for this community or for communities beyond our own.

The name itself carried meaning. Purple as a symbol of unity. The tree as a symbol of roots, reach, and growth. For nearly two decades, the Bruch family built something rare — a place where conscious living felt welcoming and every purchase told a story worth telling.

Carrying It Forward

When it came time to pass the torch, Erin and Mitch Nelson — longtime Hudson residents and longtime Purple Tree fans — stepped in to carry it forward. Erin brought a sharp eye, a genuine passion for the brands and their missions, and a curatorial instinct that keeps things fresh and a little unexpected.

You'll find something that makes you think, something that makes you smile, and every now and then something that makes you do a double take — in the best possible way. Always chosen with purpose.

Thanks for being part of our journey.

Our Mission: To unite people around shared values of respect — for one another and for our planet — through intentional, community-minded retail.

Our Values

  • PEOPLE

    We champion fair treatment of makers, communities, and customers at every level.

  • PLANET

    We prioritize products that are environmentally responsible and sustainably sourced.

  • PURPOSE

    Every item we carry carries meaning. Shopping here is an act of intention.

  • COMMUNITY

    We are rooted in the belief that local connection and global consciousness can coexist.

Come Say Hello

You'll find us in the heart of downtown Hudson, WI.

Address 516 2nd Street, Suite 101
Hudson, WI 54016
East side of 2nd Street, between Vine and Walnut Streets
Parking Free 4-hour parking in the Beach House Lot (600 block of 1st Street) and the Williams Lot (221 Commercial Street) — both a short walk with a slight hill down to us. Street parking along 2nd Street is flat and convenient, with a 3-hour limit. Pay stations and the Passport Parking App are available for extended stays.
Getting Here We're about 0.1 miles from the Williams Lot and 0.2 miles from Lakefront Park — both an easy walk with a gentle slope down toward the river. The store is wheelchair accessible. Bike parking is available nearby.
From I-94 Take Exit 1 (WI-35 N / 2nd Street). Head north on 2nd Street into downtown Hudson. We're on your right at 516 2nd Street, Suite 101 — between Vine and Walnut Streets.
From Highway 35 North Follow WI-35 South directly into downtown Hudson. 2nd Street is your main corridor heading toward the river. Look for us on your left at 516 2nd Street, Suite 101 — between Vine and Walnut Streets.
Contact (715) 386-9450
erinpurpletree@gmail.com
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