New England Mercantile to add second shop in

EXETER — Almost two years after opening Crafted New England in downtown Exeter, owner Kyle Eldridge is expanding his business with a second location in town.

The move seems appropriate for the 2008 Exeter High School graduate who went to college for entrepreneurship.

The second location, called New England Mercantile Home, is expected to open soon in space at 154 Water St., where customers can find a selection of home décor, furniture, textiles, and an array of other home goods. The new space at the corner of Center and Water streets previously housed The Masiello Group and has undergone extensive renovations in recent months.

“With the expansion, it’s going to give the room that’s needed to properly display everything in a better way,” he said. “I didn’t have crazy amounts of furniture in (113 Water St.) but even little side tables or poofs or ottomans that I’ve had in here, no one even knew they were for sale, they thought they were just display.”

Kyle Eldridge, owner of Crafted New England in downtown Exeter, is expanding with a second location focused on home goods. He’s pictured by his line of handcrafted soy candles.

The new home store will have furniture on the floor that can be purchased that day. “You can go over there, you can sit on things, you can touch things and clearly see that it is for sale,” he said.

The existing location at 113 Water St., currently known as Crafted New England, will be rebranded as New England Mercantile.

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