The Rabbit Hole finds a new home


Jannan Reid, left, employee at The Rabbit Hole, and Brandy Johnson, owner of The Rabbit Hole, stand together on Monday morning at the grand opening of the upscale children's clothing shop now located at 3334 W. Ely in Hannibal. Photo by Megan Duncan

HANNIBAL, Mo. — The Rabbit Hole, an upscale children’s resale shop in Hannibal, has found a permanent home.

A crowd of supporters gathered Monday at 3334 W. Ely in Hannibal to cut the ribbon and cheer on local business owner Brandy Johnson. The Rabbit Hole first opened in March 2023 in downtown Hannibal and the business has continued to grow from there.

However, a recent setback left the business without a home.

Johnson said a leaky roof at the previous store on Broadway in September led her to close the physical location and operate online until she could find a place. 

“We have been moving a large amount of inventory from place-to-place to keep it dry,” she said. “We will start building our inventory again here in just a couple of weeks. Once we get everything more organized here we’ll be able to start buying from people again.”

The Rabbit Hole has one employee, Jannan Reid, who Johnson said she could not have made the move without.

“This would not have happened without her. She has helped move and organize things. This could not have been done with just me. She is awesome,” Johnson said.

The new location, which sits beside CVS Pharmacy, has already drawn attention.

“I think it’s going to be really busy here. We have had a lot of people stop by when we were in here getting things done for our opening. They are like ‘We saw clothes in the window’ and so they would just pull in to look,” Johnson said. “I definitely think it was a bummer how it happened, but I think it’s very fortunate that it did happen.”

The clothing store is currently located on the ground floor of the building, but Johnson said she also plans to occupy the top floor with a possible children’s co-op in the future.

The Rabbit Hole will be open from 10 a.m. to 6 p.m. every Monday through Friday. 

The store not only offers upscale resale children’s clothes but also soaps handmade locally from Neverland Garden in Saverton, Mo. 

Johnson chose the reopening date on the birthday of a special friend who died earlier this year. In honor of him, she is also using the business to further his work.

“Over the last decade he spread love by rescuing cats. He’s not one that you’d look at and think ‘that’s a cat guy,’ but that just goes to show you the depth of his true self,” Johnson wrote on the Rabbit Hole Facebook page.   

The Rabbit Hole will be sponsoring the adoption of a cat on the 8th day of each month this year. For January, they are sponsoring fees for Camille–who is the longest resident at Northeast Missouri Humane Shelter. 

You can learn more by following The Rabbit Hole on Facebook or visiting their website at

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