“This is the hardest thing I’ve ever done in my life,” business owner Steve Felix said, Tuesday. “There have been a lot of good times. The memories I have are unbelievable.”

Felix, 63, said a combination of factors came together leading him to decide to close the store. He’s been suffering health problems related to an injury to his neck which has limited his activity. He’s also received an offer from another clothier to purchase the building. Felix said the deal to sell the building is still in the works and no more information is available.

Felix said the state of the business is still strong, especially women’s clothing sales. However, he added that “big box” retailers and the inventory necessary to maintain a line of men’s dress clothing had made business more difficult.

“I feel very bad about closing the store because of what it means to the community and to the Felix family,” he said. “We’ve had 100 years, but now there’s nobody in the family to take over the store.

“I also feel very bad for the hundreds of customers we have who don’t wear anything other than what they’ve bought at our store,” Felix continued.

Felix said the store will launch a series of sales to close its inventory. He plans on having contests and prizes.

“We don’t want to end with a ‘crying’ sale,” Felix said. “We want to be upbeat and fun.”

The store was established in January 1905, by his grandfather, M.J. "Max" Felix. In 1944, Steve’s father, Rollie, became owner of the store. Steve took over ownership of the store in 1980. Steve’s mother, Helen, still drops by the store from time to time. Two of his long-time employees, Marilyn Aasen and Siri Halverson, have worked at Felix’s for 37 and 20 years, respectively.

Felix’s announced closing is a continuation of what has been a difficult business year in downtown Viroqua with both Dahl and Langhus pharmacies closing due to the opening of Walgreens and the closing of Dollar Discount.

Steve Felix has been an key volunteer for the Viroqua Partners and a board member since 1989.

“What a loss this is going to be for us,” Viroqua Partner’s Executive Director Ingrid Mahan said. “Steve has always been one of our biggest volunteers. He came by that honestly, because his father, Rollie, was very committed to the community. Steve may live in La Crosse, but he’s a Viroqua person in his heart.”

Felix won’t be hosting his usual radio show on WVRQ this week because he said, “It would just be too hard,” but he’ll be back in the store working the floor.

“We won’t say goodbye for a while,” Felix said. “After we close I’d kind of like to enjoy myself, but will I leave the area? No. Will I be back working someplace else? Probably.”