Local business HomeTown Furniture & Appliance celebrated ten successful years in October.
Founded by Dennis and Elaine Neigel in 2011, the company has always held the belief that Eagle Butte and Cheyenne River can support a furniture showroom, and they strive to provide everything their neighbors might need to make a house a home. Elaine and Dennis say they owe the success of their business to the loyal support from all of their customers and family. Without that loyal support, they would not see the success they have.
The business celebrated in style with a packed showroom full of gorgeous furniture and appliances at discounted prices, prize drawings for coffee mugs, and the grand prizes of a beautiful buffalo print and a 32” HD LED Android television. Erin LeBeau won the Buffalo picture, and Kevin Different Horse took home the television. They also received numerous celebratory messages and well-wishes on their Facebook page from community supporters.
Elaine Neigel, co-owner, said, “It’s hard to believe, but we really are competitive in our pricing. A lot of people are surprised that they can get the same things right here as they can in Pierre or Rapid.”
Dennis and Elaine Neigel were at an exciting but uncertain point in their lives ten years ago. The couple had always considered starting their own business. When Elaine, who is also a loan officer at Four Bands Community Fund, Inc., began noticing several furniture delivery trucks coming into town daily. That was the beginning of HomeTown Furniture & Appliance.
After graduating from the Four Bands Community Fund’s Cheyenne River Entrepreneurial Assistance Training (CREATE), where they developed their initial business plan, they obtained a loan to purchase the building and initial inventory needed to launch Hometown Furniture. Dennis ended his 19-year career to run the showroom floor full-time. Elaine continues to provide office and bookkeeping support while continuing her regular job. The Neigel’s four sons contribute to the successful business by unloading trucks and making deliveries.
Over the years, HomeTown Furniture has expanded its product lines, but Ashley Furniture remains their most successful line of products carried. They have also added home décor, different appliances and began offering televisions over the years.
HomeTown Furniture shared that running a small business in a small, rural community is a challenge. Some furniture dealers require large minimum orders, and others won’t even do business with retailers on Indian reservations.
“It is a very cut-throat industry, but we do our best to keep looking for new options for our customers,” Elaine shared.
In a press release in October, Elaine shared that she feels people shouldn’t have to drive three hours and pay expensive delivery fees. It is a primary reason they decided a furniture store would be a good fit for this community.
HomeTown Furniture continuously strives to be competitive. Unlike many furniture stores, customers can purchase items right off of the floor and take them home immediately. They do not have to wait weeks for delivery, which in the era of COVID with ongoing product and workforce shortages, have sometimes turned into months of waiting. They proudly offer free local delivery as well.
The next time you or your family is in the market for new furniture or appliances, drop by the showroom on West Landmark Avenue to see what they can do for you and your family.