Store owners are trying to replicate a variety story similar to Alco with merchandise that is new but discounted by at least 30 percent off its regular retail price. They call it “affordable retail.”
Owners have sold merchandise at flea markets or outside sales venues, but this is the first retail store, said Jason Amundson, the spokesman who is from Pipestone and has worked in Flandreau.
The store is not a dollar store. It will have clothes, accessories, baby items, toys, electronics, video games, small household appliances and décor, seasonal items, bedding, pet products and sometimes bigger items such as lawn mowers and weed whackers. Merchandise will constantly change.
Red Rock, which has a Facebook page, will go live with sales, for example, and will discount items more over time.

“We’re here to try and move stuff,” Amundson said. “In a small town, you’ve got to be pretty competitive.”
Amundson said owners decided to open the store in Flandreau because they liked the community.
While locals will have a new place to shop, he also expects the store to be a destination for out-of-town shoppers. “We’ve already got a following.”
Red Rock will triple in size in April when owners renovate and open up the rest of the building to the west, he said.
He also said the business takes special orders. If customers are looking for something, Red Rock might have it in the warehouse. If customers place an order, they will package it up and deliver if needed.
“If there’s something you need, and you have a list of stuff, we can put it together for you,” Amundson said.