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It may be hard for urban retailers to believe, but in a rural setting, something as simple as landing a new location next to popular custard shop can boost business substantially.

That has been the case for Joseph Doyle, owner of Tea Merchant 101 in Duncansville, Penn.

"I have a lot of out-of-town, rural customers," Doyle said. "If they're unsure how to find my store, you just say that you're near the Meadows Frozen Custard, and that makes it a lot easier for them."

Doyle opened Tea Merchant 101 at its new location in Duncansville's Meadows Plaza on May 1. The 5-year-old business previously was located in the Olde Farm Office Centre on Route 22 in Duncansville.

The shop gained more than higher visibility for new and existing customers; it also got 300 additional square feet, bringing the total size to 1,000 square feet.

"I added one more table, and introduced a few new interesting honeys," Doyle said. "Everything else is pretty much the same."

Tea Merchant 101 offers more than 101 varieties of tea. Doyle said they run the gamut of colors and origins – from black, green, white and oolong to caffeine-free and yerba maté. He even keeps a small selection of puer and matcha on hand for admirers of these specialties. Approximately 20 percent of Tea Merchant 101's teas are custom blended; the other 80 percent come from Doyle's nearly two dozen vendors, he said.

"Having so many vendors allows me to find the best of the best for every flavor, no matter what kind it is," he added.

The move has proved to be profitable for Doyle so far. He said May 2009 sales were up 19 percent compared with May 2008. Overall, business has been good in 2009. Year-to-date, including four months at the old address, sales have increased 11 percent over 2008, he estimated.

"I feel blessed that, at this point, I happen to be in a niche market that's doing well," Doyle said.