Smith + Trade Mercantile Recognized with Retail Team of the Year Award
2026-2027 Minnesota's Retail Champion Awards
St. Paul, MN (October 1, 2026) – Minnesota Retailers is proud to recognize Smith + Trade Mercantile with the Retail Team of the Year award as part of the 2026-2027 Minnesota’s Retail Champions program.
The Smith + Trade Mercantile team demonstrated extraordinary commitment and resilience following a major health event suffered by owner and founder Paul Kaufer in July 2025. As Paul spent 50 days in the hospital and another 30 days in acute rehabilitation, his wife and business partner, Kelli, devoted her attention to supporting his recovery. Employees stepped forward to maintain operations across the company’s Stillwater, Crosby and Red Wing locations, serve customers without interruption and support the local artisans whose products fill the stores. During this challenging period, the team helped Smith + Trade Mercantile surpass $1 million in annual revenue for the first time while successfully navigating the postponement of a planned expansion. Their willingness to embrace additional responsibilities and provide stability demonstrated the strength of the culture Kelli and Paul had built, and the exceptional character of the people who carry it forward.
“The Smith + Trade Mercantile team showed what true teamwork looks like when it mattered the most,” said Bruce Nustad, president of Minnesota Retailers. “Faced with an extraordinary challenge, team members stepped forward, supported one another and kept three locations operating with the care and quality their customers expect. Their resilience protected the future of the business while giving Kelli and Paul the ability to focus on Paul’s recovery. We are proud to recognize this remarkable group as the Retail Team of the Year.”
“Smith + Trade is such a special part of the heart of downtown Stillwater, and we couldn’t be more proud to see Kelli and Paul receive this recognition,” says Robin Anthony-Evenson, president of the Greater Stillwater Chamber of Commerce. “I have personally watched Kelli show incredible strength, determination, and grace while standing beside Paul through his health challenges, and I know so many of us in this community were cheering them on every step of the way. Through it all, they have continued to pour their hearts into Smith + Trade, supporting local artists and makers, creating meaningful partnerships, and continually finding new and creative ways to showcase their business and our downtown. Kelli and Paul truly embody what it means to be community-minded business leaders. Their resilience, passion, and genuine love for Stillwater shine through in everything they do, and I am so grateful for their friendship, their leadership, and all they bring to our community.”
“Having Smith + Trade in downtown Red Wing brings something special to our retail community,” said Michelle Larson, president and CEO of the Red Wing Area Chamber of Commerce. “Their commitment to showcasing local makers and creating a unique shopping experience is something we value, and this recognition gives us one more reason to celebrate them.”
“This award belongs entirely to our incredible team. During the most difficult chapter our family and business have faced, they stepped forward without hesitation, took on new responsibilities and cared for Smith + Trade as if it were their own,” said Kelli and Paul Kaufer. “Their dedication gave us the space to focus on Paul’s recovery while knowing our customers, local makers and stores were in capable and caring hands. We will never be able to fully express what their support has meant to us, and we could not be prouder to see them recognized as Retail Team of the Year.”
The Smith + Trade Mercantile team will accept the award at Retail Rally on Wednesday, October 14, 2026, starting at 2:00 p.m. The event—held at Brookview in Golden Valley—will feature an insightful keynote presentation from University of St. Thomas Associate Professor Seth Ketron, Ph.D., titled “AI in the Customer Journey: Real Insights for Retail Leaders.” For more event details, visit www.retailrally.com.
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About Minnesota Retailers: Minnesota Retailers is a non-profit association formed to improve communities through a holistic investment in retail, representing small, regional, and national retailers. Our mission is to ensure collective success across Minnesota by advancing retail for businesses, employees, consumers, and policymakers. Our vision is to be the driving force in the evolution of the state's retail landscape through advocacy, valuable insights, and championing innovation. More at www.mnretail.org.
