IRON RIVER: Nathan Clark, proprietor of West End Home Furnishing, operates under the straightforward tenet of providing high-quality goods at reasonable costs.
Originally from East Jordan, which is close to Petoskey in lower Michigan, Clark relocated to the Upper Peninsula in 2001 in order to be closer to Crystal Falls, the hometown of his wife Katie.
When the option to operate a furniture store in Iron River was provided to him in 2008, he claimed he was disappointed with the lack of opportunities for promotion in his previous job in finance.
Selin’s Furniture had been housed in the Genesee Street building for many years.
Even though Clark had never worked with furniture before, he thought he could succeed.
It is ultimately a people business. Simply give others the respect you would like to receive,” Clark advised. “I am also good with numbers, but what matters more is the customers—they come into the store and they buy from me.”
Two other furniture stores in Iron County, one in Crystal Falls and the other one a block away, existed when Clark opened West End Home Furnishings. All of those other establishments have closed over time, leaving only West End Home Furnishings.
One problem, according to Clark, is that a lot of people assume that furniture stores in small towns have higher prices, but that’s not always the case. First-time visitors to West End Furnishings may be taken aback by the range of options and pricing points available; in addition to high-quality, reasonably priced furnishings, the store also has products for people with a somewhat higher budget.
According to Clark, he doesn’t regularly make large sales.
Clark remarked, “My regular sales are what other people’s big sales are.” “I don’t go through and mark everything up to give a whopping 75% discount. My rates correspond to their discounted prices of 75%.
Although Clark stated he doesn’t pressure clients to get the priciest item available, he does advise them to purchase the greatest item they can manage.
In the long run, it will cost less money, so I believe you should buy a little bit better than you anticipate,” Clark stated. “Because you will have to buy something new sooner rather than later if the quality is not there.”
Bedrooms, dining rooms, and living rooms may all be furnished with furniture from West End Home Furnishings.
Ashley Furniture, which Clark offers, is typically more affordable but yet high-quality, in his opinion.
Best Craft is available at West End Home Furnishings at a higher price; the product is made in Kaukauna, Wisconsin. “Good-quality furniture, made the way furniture was alway made — no corners are cut,” is how Clark characterizes Best Craft.
West End Home Furnishings primarily sells mattresses, which are provided by Restonic, a company based in Two Rivers, Wisconsin. According to Clark, one of the best things about Restonic is that they are among the few manufacturers that still make their mattresses with two sides.
In addition to selling carpet, West End Home Furnishings arranges for installation services with nearby professionals. According to Clark, the business provides room-size leftovers at an affordable price.
There are blinds available from West End Home Furnishings, and Clark will measure and install them himself.
While some competitors may need clients to place orders that take several weeks or more, West End Home Furnishings customers can have their purchases delivered in a matter of days.
However, Clark stated that if a consumer would want something different from what is offered in the store, such as a different color, it can be obtained.
West End Home Furnishings is open Monday through Friday from 9 a.m. to 5 p.m. and on Saturday from 9 a.m. to 1 p.m.
