Same family, new business model

Closed in early 2009 after 145 years in business, Simonet's Furniture has reopened in Stillwater.

August 15, 2010 at 3:35AM
Jim O�Brien (left), ran Simonet�s Furniture until it closed in 2009. His son, Mike O�Brien (second from left), reopened the store with Mike Kranz (far right) in July. Keeping with the tradition of families in the store, Kranz�s son, Mike Kranz, Jr. (third from left) also works in the furniture store now. Mike Kranz is holding an ad from the original Simonet�s Furniture. The photo was taken inside the store.
Jim O’Brien, left, ran Simonet’s until 2009. His son, Mike O’Brien, second from left, reopened the store with Mike Kranz, far right, in July. Kranz’s son, Mike Jr., rear, works in the new store. (Star Tribune/The Minnesota Star Tribune)

One year ago, the Simonet family closed the doors on its 145-year-old furniture store, seemingly closing the book on one of the oldest family-run furniture businesses in America.

But on July 1, the doors reopened.

Now a new generation of the Simonet clan is attempting to resurrect the Stillwater institution.

Jim O'Brien's great-grandfather opened Simonet's Home Furnishings & Design in 1864. The family store, originally meant to be a showroom for furniture the family made themselves, quickly expanded to include other brands. It survived the Great Depression, but the current recession and a highly competitive market for furniture left it shuttered in spring 2009.

"The business wasn't there," O'Brien said.

He'd been with the furniture store for more than 60 years when it closed. He still runs the family's funeral home, which also was started by his great-grandfather. But losing the furniture store was tough.

"Like a lot of small furniture stores, it got caught in the economy," said Mike O'Brien, Jim's son.

With the doors closed on the original store, Mike O'Brien was left with 27,000 square feet of commercial space. He offered to sell it to Mike Kranz, who runs Midtown Antiques Mall in the original Simonet building in downtown Stillwater. But the two decided instead to form a partnership and reopen the furniture store.

While the original Simonet's sold pricier items, the new store, renamed Simonet's Furniture Outlet, focuses on lower-cost offerings. Kranz said the store has found a market for high-quality used furniture in addition to several brands of new furniture, flooring and its own brand of mattresses.

"The used stuff, as long as you keep the quality up, really sells," Kranz said.

Mike O'Brien said the displays will be changed often to encourage people to return regularly, and they are still in the process of building up their inventory, O'Brien said. "It's a big store to fill up."

Kranz, who still spends a lot of time working at the antiques mall in addition to the new store, said filling the space and finding customers has been a lot of work, but it is succeeding. For now, they are relying mostly on word-of-mouth, only advertising locally. But he said they have already had customers from as far away as Wisconsin.

"It's been a challenge," he said, "but it's been a fun challenge."

The store is located in the same building to which Simonet's Furniture moved in 1996, at 2159 Curve Crest Blvd. W. For more information, visit the store's website at www.simonetoutlet.com or call 651-439-2110.

Peter Wright • 612-673-4194

Simonet�s Furniture
Simonet’s Furniture reopened July 1. (Star Tribune/The Minnesota Star Tribune)
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PETER WRIGHT, Star Tribune