VIDEO: Thanks For the Memories – Remembering Our Original Greenfield Store

Here at Steinhafels, our rich, local history is what makes us who we are today.

For this blog post, we want to share this video chronicling the demolition of our Greenfield store on the corner of 84th and Layton, late last year. Our beautiful, new Greenfield store sits just a few hundred feet behind it, but we feel it’s important to pay homage to one of our company’s original stores.


Steve Steinhafel offered some reflections on the old Greenfield store, and why it’s such an important part of our company’s visionary history:

“The Steinhafel second generation owners purchased land at 84th and Layton in Greenfield and on East Moreland Blvd in Waukesha in the late 60’s – both with thoughts of future locations. At the time, our only location was 84th and Capitol in Milwaukee. The plan was to build the Layton Ave store first in 1970. The opening in 1970 of Southridge Mall had a lot to do with the decision. The off ramp from 894 to 76-84th streets  leads traffic past the store – making it a great location. The original Waukesha Steinhafels would open 10 years later in 1980.

Given that I was only 16 at the time, I wasn’t involved in the building of the Greenfield store. However, I do know that John A. Steinhafel was the Steinhafel owner who oversaw that location. He ran our Advertising operations from there.

The store was originally built as a 40,000 square foot showroom. In 1990, an addition was put on the west side of the building, adding another 20,000 sq ft. It was then not until 1995 that another Steinhafels store was built – the Todd Drive location on Madison’s west side.”

A Job Well Done: Steinhafels Annual Sales Team Awards

A great store starts with a great sales team.  The sales staff are the first point of contact for customers.  The Steinhafels Sales Team prides itself on being friendly, efficient, and ready to help customers find the best deals to create the homes of their dreams.  Our Sales Team also works hard to make furniture shopping a FUN!

The Steinhafels family recognized the top sales performers at the Annual Sales Awards on Thursday, February 9, 2017.



Our Sales Team is 246 people strong, and growing.  While we are proud of the entire group, we’d like to recognize some of the top winners.

Years of Service (30 plus!)

Rich Dwyer

Thomas Steinhafel

We also handed out awards for achievements including:

-One Million Dollars in Career Sales & Achievements

-Three Million, Five Million, Seven Million, Ten Million, Fifteen Million, & Twenty-Five Million Dollar Awards Clubs

-Rookies of the Year

-Lowest Returns Award

-Guardsman Award

-Decorating Solutions Hours

-Top Customer Experience

-Top Sales Per Hour

-Extra Mile Award

-Steinhafels President’s Leadership Award

-Top Store Mattress Sales Ratio

-Part-Time Top Sales

-Full-Time Top Sales

-Million Dollar Awards


A few other standouts:

-Top Decorating Solutions Hours:

1. Dawn Adamec

2. Aaron Keller

3. Rhonda Vivoda

-Top Part-Time Sales Champion in the Company:  

Michael Strahlendorf Waukesha $1,293,780

-Top Full-Time Sales Champion in the Company:

Jeff Cole Waukesha $2,045,806


Congrats everyone–a job well done!!