Our History

1957 StoreReed Furniture was founded in 1865. To put the date in perspective- Abraham Lincoln was shot in the same year, the Civil War finally ended, there was no speed limit and peanut butter had just been invented.

Our first store was founded by John Reed in Palmyra, WI. We moved to Elkhorn in 1871 to 41 N. Wisconsin Street, which is the the present location of Deacon’s Isle. As was often the case, stores of the time did more than just a specialty.

Wall paper, blinds, carpeting, picture framing and many other home interior services were offered. When Albert J. Reed became involved he built the Reed funeral home. Although the funeral home and furniture store were never on the same premises, it was common at the time for the two occupations to work together and share resources.

Birdell Reed carried on the work of his predecessors and was responsible for building the new furniture store in 1957 (top right) located at our current location, 820 N. Wisconsin Street. When he built the new store he sold the funeral home and we became a full line furniture store that also offered carpeting.

In 1957 Birdell Reed retired and turned the store over to his two sons, Al and Mike Reed where they proceeded to grow the business through a continued commitment to service and quality.

Then, in 1990, we left the carpeting business and transitioned to focusing on furniture exclusively. Mike retired in 1991 and Al Reed retired in 1997. Both are still happily living in the Elkhorn area.

Steve Reed began working full time in 1973 at the age of seventeen. He took over the principal buying and managing duties in 1986 and maintains the position to this day. In 1998 the store was victim to a wind shear that tore the roof completely off one half of the building. Thankfully, through the help of the Elkhorn community, the damaged areas were rebuilt and Reed Furniture continues to sell a variety of home interior items to this day.

The future of the store looks bright with the addition of Jim and Joseph Reed, who are currently working at Reed Furniture towards the same goal of their father and relatives before them: to provide a quality place to purchase furniture, accessories and any other home products that the community needs.

Six Generations


John Reed Albert Reed Birdell Reed Mike Reed Albert Reed

Current Owners – Steve and Kyle Reed

Reed Furniture continues to proudly be one of the oldest family run furniture businesses in the state of Wisconsin. We invite you to visit and to give us the chance to demonstrate the service responsible for keeping us in business for as long as we have been.


We currently cannot offer prices or sales over the internet. To check pricing or get more information - Call us at 262 723 2686, or visit our store today.

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