We are Tradition.

Two stores, right next door to each other. Located in charming Downtown Middleton.

The Children’s Market, our flag ship store, features a curated selection of apparel, toys and accessories for children sizes 0 to 10. We feature over 40 brands from all over the world.

The Women’s Market opened in 2019 and is located conveniently right next door. Our collection showcases classic pieces that can be dressed up or down. With over 30 brands, we offer a variety of styles for every occasion and price point.

COVID Update

Jen Wuebben

Store Owner

Our goal is to keep our customers and staff safe, while still providing the greater Madison community a place to locally shop for their families.

Our Current Conditions:

We've needed to reduce walk-in hours, and limit in-store shopping to adults only, to accommodate capacity restrictions and limited staff availability. This is not ideal for us, but hopefully we will get to the other side of this soon.

We also offer "at a distance" shopping through FaceTime, Zoom, or direct message. Contact us with your requests! To summarize....

SHOP IN-STORE (Masks required. Restricted Capacity. Adults only.)

– Open business hours are 10 to 5 Tuesday, Wednesday, Friday & Saturday 

– Book a private appointment Click Here! (Facebook account not required)

SHOP FROM A DISTANCE (w/ pick-up or shipping)

– Book a FaceTime/Zoom appointment Click Here! (Facebook account not required)

– Send us a direct message, email or call with your request. We will follow up with pictures and videos. 


Tradition is located in charming Downtown Middleton. The Children's Market and Women's Market are right next door to each other, and connected with walkway inside. Located just 10 minutes from Madison's capital, Downtown Middleton is home to 20+ locally owned businesses, all located in a walkable, beautifully crafted shopping and dining area. Check out all of the businesses at VisitMiddleton.com.

Women's Market Address: 1821 Parmenter St. Middleton, WI 53562

Children's Market Address

1823 Parmenter St, Middleton, WI 53562

CURRENT COVID HOURS (walk-in's subject to capacity & appointments)

Tues, Wed, Fri & Sat

10 -5


Private Appointments Only

Thursday & Sunday

Closed. Fulfilling virtual orders.