Retail Merchandiser - March/April 2017 - 78
Colder's trains its customer service associates
and salespeople that everything revolves
around the customer.
COLDER'S FURNITURE, APPLIANCES AND MATTRESSES
Comfort in Buying
Colder's continues to focus on customer service by being one of the first retailers to offer
The Serta Connection and continuously improving its locations. BY JANICE HOPPE-SPIERS
West Allis, Wis.
older's Furniture, Appliances and Mattresses has been southeastern Wisconsin's go-to
retailer for household items for 75 years.
Colder's has continually offered a great value, selection and service. "I think the overall success
has been that it's a family owned and operated local
company," owner Tom Balistreri says. "In addition to
that, we offer a great value for the products we sell
and that contributes to our reputation and of course,
contributes to more customers and repeat business."
Henry Felker founded the Milwaukee-based
company in 1942 as the Henry Cooler Co. The future namesake was created after an advertising sign
misspelled the name as Henry's Colder Co. Cold-
er's began as a refrigeration service company and
in 1946, when Felker's brother Harry Felker joined
the company, it branched out into refrigerator and
The Felkers sold and delivered freezers to neighborhoods throughout Milwaukee, where they would
eventually open their first retail store. In the 1950s,
Colder's added washers, dryers and ovens to its appliance selection, as well as two additional locations
later that decade. Colder's continued to expand its
product lines in the 1960s to include kitchen dinette
sets and household furniture. "We have partnered
with great brands, which helps us with our success
at the point-of-sale and also in our marketing," Bal-