When the people at Direct Appliance say they have loyal customers those are not just empty words. They have the receipts to prove it. Or, actually their customers do.
It wasn’t too long ago that a customer came in looking to replace all the appliances in her kitchen and she knew exactly what she wanted. It was all listed on the hand-written receipt she had kept from when she bought the kitchen wares originally in 1998 from Direct Appliance.
Giving superior customer service is a hallmark of Direct Appliance’s outlook and one way they do that is to let the customers get a real feel for how the appliances operate. The store has multiple live kitchen vignettes of high-end brands like SubZero, Wolf, Monogram, Thermador, Viking, Dacor, Jenn Air and Gaggenau, an exclusive line that is very particular about the stores they go into.
“You don’t get to ask them to come into your store,” said Colleen Winter, one of the owners. “They come to you and tell you that you would be a good fit for their line.”
“The show kitchens really give people a hands-on experience and the opportunity to see how it works,” said Ron Winter, one of the owners. “Especially with some of the newer appliances live induction ranges and steam ovens.”
In addition to the kitchen vignettes Direct Appliance has a showcase kitchen that is used for cooking classes and a variety of special events. It has proven to be a fun and sought-after gathering spot for the community. Some of the upcoming classes include a flexible eating cooking class with a licensed nutrionist
Direct Appliance also operates its own service department for their customers, because as they explain it, it is important for them to truly care for their customers, even after the sale.
Direct Appliance opened in 1995 at the corner of McHenry and Floyd avenues as a Maytag centered store under the ownership of Jack and Cyl Ugar. The business thrived in the community and expanded to carry more brands and options. The store had to briefly close in 2001 upon the passing of Cyl but reopened in 2002 as a corporation under the ownership of Melvin Heller and Ron Winter, who started at the store doing sales, service and delivery. In 2007, Heller retired and Winter and his wife Colleen remained the owners.
In 2009, Winter formed a partnership with Samuel Garrett to form Direct Flooring & Home. It operates as a separate entity within the store and offers complete kitchen remodels.
Over the last six years the store has been phasing in an ownership change to Garrett and Kris Winter. Under this leadership they have opened a location in Jamestown.
