By Gerri Miller

Staff Writer

If you love the great outdoors or just high-quality merchandise made in the south, Prattville has a great new store for you.

Jonathan Oswalt saw a market niche open when outdoor store Kinnucans closed its Prattville store last year. He started making plans to fill that niche and now has a location in Prattville where business has been brisk since its September opening.

Oswalt’s is a Southern lifestyle store that sells apparel, footwear, and gifts that encourage people to “Get out, and enjoy where you are.” They sell popular brands such as AFTCO, Southern Marsh, Vera Bradley, Old Row, Southern Tide, Merrell, and Ariat. They have a large selection of Alabama and Auburn merchandise as well as backpacks, candles, sweaters, face masks and much more.

He said many companies offer what is called “zip-code protection” where they only allow a limited number of stores to sell their products in a certain area. “We started making plans when Kinnucans went out of business here,” he said. Plans were to initially open in August, but COVID19 pushed the opening until September.

Oswalt said he plans to expand the store’s footwear brand selection in the spring and will have new options for winter outdoor footwear.

Oswalt also has a store in Albany, Ga. He said he is from Montgomery and moved back home four years ago to be closer to his family after living in South Georgia for 12 years. He lives in Millbrook with his wife and three teenagers. He and his family attend the Hunter Hills Church of Christ.

“This is such a great family community,” Oswalt said. “It’s amazing to see how much the area has grown.”

The store is open Tuesday through Saturday from 10:30 a.m. to 6:30 p.m. It is located in the Covered Bridge Shopping Center at 1980 Fairview Avenue in Prattville and the phone number is (334) 730-1881. E-mail is at contact@oswaltsstore.com and the website address is www.oswaltsstore.com. Visit and like the store on Facebook at www.facebook.com/Oswalts