The name is Tree because it's a growing idea.
And owners Emma Camden and David Murray are not completely sure what their idea - a shop selling ceramics and photography - will grow into.
Tree opened recently at 37 Moutoa Quay, just a few doors down from the i-SITE and next door to yoga studio Yoga Forme.
The shop sells mostly work from out of town, although two local potters - Ross Mitchell-Anyon and Aaron Scythe - have their work in Tree.
"The idea is to have work that you wouldn't normally be able to buy in Wanganui," Ms Camden said.