After 86 years in Rockford's Midtown, Guler's Appliance has a new home. Check it out
ROCKFORD — After 86 years Rockford's Midtown District, Guler's Appliance & Mattress Company is seeing early success in its new home.
The business' move from its longtime home to 4435 E. State St. along Rockford's Miracle Mile came to fruition after more than a year of planning.
“It has been a labor of love,” Guler's President Dale Johnson said. “We’ve had a lot of delays and heartaches but it’s more than we expected, I think. We’re super happy to be here.”
Guler’s new showroom, service areas and warehouse are approximately five times larger than the store’s previous location at 227 Seventh Street.
What else is new and different about Guler's?
The name
The store's name has been tweaked to reflect its growing product line. Guler Appliance Company is now known as Guler's Appliance & Mattress.
The showroom
The store’s gleaming new showroom offers 12,000-square-feet of space filled with refrigerators, ovens, microwaves and beds.
It's quite a contrast from the store's Midtown location.
“We were always limited on Seventh Street with the amount of product that we could display,” Guler's Vice President Andy Guler said. “We have a much larger showroom now so our customers not only have more choices of product they can select, but they also can see what everything is going to look like in their homes and our customers really appreciate that.”
The storefront
Guler's new location was previously occupied by Crazy Joe’s Best Deal Furniture & Mattresses, which closed in 2021 after 22 years in business.
The building has undergone a complete renovation, the exterior has been cleaned up and features new signage.
In addition to the showroom, the building features a parts and service department on the main floor and a 40,000-square-foot warehouse on the lower level.
“The customers walk in the door and they say ‘Wow,’” Guler said. “They had no idea the store would be this grandiose, and when they walk in, they love it.”
More news: Guler Appliance Company to leave Rockford's Midtown District after 86 years
Expanded product line
“We acquired more brands so our customers would have more choices,” Johnson said. “The bedding industry is something we’ve looked at for some time and have been encouraged to get into it.”
Building access
The parking lot in front of the store has a capacity of about 20 cars and provides easy access to the building and in and out of State Street.
“Our parking lot is a safe and well-lit area,” Johnson said. “There’s no problem finding a space and getting in and out of our parking lot. It has been very well received.”
Help wanted
Guler's has 28 full-time employees but is looking to expand its staff. The company is hiring service technicians and delivery and warehouse personnel.
Supporting local business
While Guler's new store has been doing business since April 25, the company has scheduled a grand opening for Aug. 6.
“There are chain stores and big box stores and warehouse stores that serve a purpose, but I think when people want to make a major purchase, they want to turn to someone they know,” Guler said. “They want to know that their money is being reinvested into this community. It’s important for us not only here with our store but with other businesses in the area, too. We try to support local businesses just as much as we hope they support us.”
More news: How Rockford's Midtown District is preparing for life after Guler Appliance
The store is open from 9 a.m. to 6 p.m. Monday through Friday and from 10 a.m. to 5 p.m. on Saturday.
Ken DeCoster covers business news and features. Contact him at 815-987-1391, kdecoster@rrstar.com or @DeCosterKen.
This article originally appeared on Rockford Register Star: Rockford, Illinois appliance store has room to grow in new location
