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Long-lasting furniture store

Wheelock Furniture celebrates 100 years in Rock Falls

Published: Saturday, Sept. 21, 2013 6:15 a.m. CST • Updated: Saturday, Sept. 21, 2013 6:33 a.m. CST
Caption
(Philip Marruffo/pmarruffo@saukvalley.com)
Wheelock Furniture co-owner Daehle Reitzel is celebrating the store's 100th year in business in Rock Falls. He and his wife, Angie, bought the business 12 years ago and are the third owners in Wheelock's history.

ROCK FALLS – If it seems as if Wheelock Furniture has been around forever, well, it almost has.

It’s been open for 100 years.

The store, 101 W. Second St. in Rock Falls, is at the interection of First Avenue and Second Street, just across the First Avenue bridge. It’s the intersection with one of the highest traffic counts in a 13-county area, co-owner Daehle Reitzel said.

When he and his wife, Angie, bought the business 12 years ago, they became the third owners in Wheelock’s history.

“It was a very successful business,” Reitzel said. “It’s much easier taking one of them over than starting from scratch. The employees came along. They had been here for many years.”

Reitzel has owned and operated service stations in Sterling and some Villager Video locations. But he said he was selling real estate and missed the storefront business before taking control of Wheelock.

Jeff Klocke, the manager, has been with Wheelock for about 25 years. Reitzel said the staff’s knowledge of the retail business, and the furniture industry, is one of Wheelock’s strengths that has helped it last for so long.

The Reitzels bought two buildings to the west of the showroom. They have expanded into one already and plan to move into the second, Reitzel said. They’ve also added a warehouse.

The business also added a lifetime warranty for the mechanisms on their furniture. It’s a small reassurance to customers that they’re buying quality products, Reitzel said.

“It’s the same old story: you do something wrong and they tell everyone,” he said. “You do something right and they might tell someone.”

Store information

For more information about Wheelock Furniture and its products, go to www.WheelockFurniture.com or call 815-625-0129.

The store, at 101 W. Second St. in Rock Falls, is open 7 days a week. 

 

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