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A family owned and operated business since 1942, Colder's prides itself on offering value, selection and service. Serving Southeastern Wisconsin with four showrooms with quality name-brand furniture, mattresses, appliances and home décor, you are sure to find just what you're looking for. And if you can't find it on our floors, chances are we can order it for you. Visit one of our four locations in West Allis, Oak Creek, Delafield, and Grafton, Wisconsin to touch, see, feel and experience items that fulfill your dreams of betterment in the home. You'll always get something more at Colder's!

Our Rebrand

Out with the Red, In with the Green

If you know Colder’s, you probably think of our red, bold logo. This is a look Colder’s has rocked for the past 80 years and we’ve loved it! While finishing up our year long celebration of 80 years, we started brainstorming ways we could continue to grow, adapt, and better serve our Milwaukee community. We began to realize our website and digital presence gave a different feel from our store locations which gave a warm, genuine, personalized experience. We got to work with building an online experience that could provide this same in-person experience. We started by selecting a new set of brand colors that could better reflect the style of your homes, followed by selecting fonts that could better communicate to you, our customers. We tweaked pages on our website to reflect this new style, while maintaining the functionality of the site. Here we are today, with a new look to the same Colder’s you know and love!

Rebrand FAQ

Our History

Colder's was founded in 1942 by Henry Felker as the Henry Cooler Company. It wasn't until an advertisement misspelled the name to Henry's Colder Company that the future namesake was created. Initially, Colder's was a refrigeration service company. In 1946, Harry Felker joined the company, and Colder's branched out into refrigerator and freezer sales. Working from the back of their truck, they began selling and delivering freezers to neighborhoods throughout Milwaukee. Walter Felker joined his two brothers as Colder's expanded their product offerings and specialized in developing the ever-growing relationships with vendor partners.

The first retail store was located at 18th Street and Fond du Lac Avenue. In the 1950s, Colder's added clothes washers, dryers and ovens to its appliance selection. Two more locations were added in the late 1950s – one at 52nd and Fond du Lac, and the second at 27th Street and Oklahoma Avenue (formerly the Palomar Roller Rink).

Felker Brothers
Old Colder's Showroom

The product lineup continued to grow in the 1960s, with the addition of kitchen dinette sets and a larger selection of household furniture. It wasn't long before a third location opened in West Allis, at Hwy 100 and Greenfield Avenue. In 1974, Colder's moved into a new 100,000-square-foot location at 650 S. Hwy 100. This large and modern facility, conveniently located at the I-94 expressway, allowed the company to consolidate its existing stores into a single location. In 1983, Colder's purchased the empty Wickes Furniture building across the street, which is the current West Allis location at 333 S. Hwy 100.

In 1993, Colder's opened a second location at 9725 S. 13th Street in Oak Creek. This new facility brought Colder's closer to the south side and the heavily traveled section of I-94 between Milwaukee and Illinois.

Colder's expanded its showrooms to a third location in western Waukesha Country with the opening of the Delafield store in 2001. Located at 3325 Hillside Drive, just off of I-94 and Hwy 83, it's in the heart of Lake Country. A new approach was taken with the design of Colder's first two-story building, including a large 20-foot-high atrium.

Two years later, in 2004, Colder's replicated the design of the Delafield store – but on a slightly grander scale, with a fourth store to serve the Northshore area in Grafton. It is located at 2600 Washington Street on the Northeast corner of I-43 and Hwy 60.

New Colder's Location

Harry H. Felker

October 15th, 1915 - April 19th, 2011

"Mr. Harry's" motto was to keep moving – and he did so in both his personal and professional life for over 95 years.

He remained involved in the business into his 80s and made frequent visits to the stores, even during his last days. Mr. Harry worked hard for his entire life with a dedication and determination to make things happen. He was a pioneer in the furniture, appliance and electronics industry in Southeastern Wisconsin. Colder's four store locations are a legacy that Mr. Harry was very proud of.

Walter M. Felker

July 3rd, 1925 - July 16th, 1994

Walter epitomized the "Colder's Family" when it came to relationships. The Colder's Family consists of not just the Felkers, but all of the team members who call Colder's home as well as the suppliers and customers. Without any one part, the Colder's Family would not exist. Walter was intentional to make sure that all these people knew they were seen and valued. This legacy continues on today as it has been woven deeply into the Colder's culture.

White LogoBig Box Store
Custom FurnitureWe offer a large selection of custom furniture from a variety of brands. Customize your furniture to match the look you want for your home!
Massive chain stores oftentimes only sell products as is. Every home is unique and the furniture within them should be too.
Lifetime DeliveryOur Lifetime Delivery Program provides you with the opportunity to get delivery for life for one low price. You will also get curated benefits and exclusive offers.
Delivery promotions come and go at big box stores. With Colder’s Lifetime Delivery program, you’ll not only enjoy reliable, low-cost delivery, but experienced professionals will handle your delivery and installation.
DoublebackFor every $1 you spend on a Restonic mattress, you get $2 back to spend on furniture or another mattress of your choice.
Other Milwaukee mattress stores don’t have the same standards when it comes to mattresses. At Colder’s, we value your patronage. This is why not only do we want you to buy the best possible mattress, we want to reward you for doing so!
Peace of Mind Protection PlansWe offer 5-year furniture and appliance service contracts. Through our in-house furniture and appliance repair service, our professional team ensures that your purchase is protected above and beyond any manufacturer's warranty.
Big box furniture or appliance stores in Milwaukee offer complicated coverage that makes getting service a hassle. At Colder’s, you won’t have to call multiple parties for authorization. You’ll submit your request and we’ll get it fixed. It’s as simple as that.
Special Buys Special Buys are hand-picked customer favorites. We lower their prices so that you can enjoy our best merchandise at an unbeatable price.
Sales decisions are made by corporate entities far removed from the Badger State. We carefully curate our Special Buys selection based on real feedback from customers.
Online ExclusivesShop high-quality furniture, mattresses, and more from home with Online Exclusives. Through this program, we offer thousands of unique items, offered exclusively online, that are sent directly from the manufacturer to your home. Best of all, shipping and handling is entirely free.
You’ve purchased your new desk from some faceless online retailer but the item has some damage – or it’s missing pieces – or worse yet, both! Many times, it will be next to impossible to get someone on the phone to help. When you purchase from Online Exclusives, you know that you’ll have friendly, local support if ever the need arises.
Local & Family Owned Colder's takes pride in being a local, family owned and operated business. We provide great value and customer service in all four locations throughout the Milwaukee area.
Stores like the Home Depot in Milwaukee are large and impersonal. Controlled by corporate interests from far away, stores like these don’t offer that local geniality and charm that Wisconsin is known for.

Colder's Proudly Partners with Ronald McDonald House and City of Hope.