In 1958, Guy Day and Dale Williams founded their mattress store with a focus on high-quality products and excellent customer service. After 10 years, the partners unveiled their line of handcrafted, personalized mattress sets under the name Verlo, a combination of their wives' names—Verna and Lois. After more than 40 years, the company has perfected its craft, manufacturing customized mattresses and selling them directly through their show rooms. The stock ranges from plush pillowtops to firm sets, both capable of supporting healthy sleeping patterns and cutthroat pillow fights for years to come.
At more than 1,000 Mattress Firm locations around the country, shoppers sink into plush mattresses, recline on firm beds, and belly-flop onto pillow tops. Knowledgeable staffers can help customers create an ideal bedtime environment by dispensing advice based on sleep preferences and illuminating the difference between the many kinds of mattresses. And to the delight of their customers, much of Mattress Firm's bedding wears the label of a premium brand, such as Sealy, Serta, Simmons Beautyrest, or Stearns & Foster.
Warm facial towels, aromatherapy oils, and heat therapy are a few of the supplemental services the therapists at VidaTherapy Massage Center use to relax clients. They stir these add-ons into an array of Swedish, deep-tissue, and sports massages to further pamper clients. After a massage, clients' blood circulates better, sleep comes easier, their headaches can vanish, and the digital self-destruct timer on their back stops counting down.
In 1875, Charles Hawks founded Hawks Nursery Company to outfit local farmers and residents with plant stock: usually fruit trees, shade trees, and shrubs. As towns grew more populated, the company’s staff grew, too, and soon Charles employed 200 salesmen, who traveled the Midwest by horse and buggy, train, or high-powered propeller beanie to sell their stock. When the Depression began atrophying business, Charles responded by expanding into the landscaping industry. There, the company really blossomed. Today, a team of landscape designers—most with college degrees in the field—transforms exterior spaces with verdant plant life, patio designs, and water hazards. The landscape artists’ stellar reputation even earned them landscaping work at the Milwaukee County Zoo and outside of the Milwaukee Art Museum.
Hands-on gardeners flock to Hawks Nursery, wandering down outdoor paths that wind past potted flowers and plants, fountains, and trees. The serpentine paths funnel into an information gazebo, where gardeners of all skill levels can ask questions, such as how to care for newly transplanted shrubs or how to teach trees to grow caramel apples. An interior show room sells high-quality gardening supplies, patio furniture, and tropical plants, as well as seasonal decorations.
When a baby room takes the place of a man cave, once-cherished leather couches and entertainment centers often wind up curbside, waiting for their ride to the landfill. The Habitat for Humanity ReStore saves furniture from an untimely demise and stocks new and used building materials, using the proceeds to help to create affordable homes for the city's low-income families. Manufacturers, businesses, contractors, and individuals regularly stop in to donate a variety of items ranging from caulk to file cabinets to paintbrushes. The mostly volunteer staff at ReStore spent 2010 keeping more than 730,000 pounds of usable supplies out of landfills and trash mountains.
Family patriarch Nordy Rockler opened the doors of his first store in 1954 to supply his fellow craftsmen with knowledge, friendly advice, and a large selection of tools for at-home woodworking projects. Now, the chain of retail outlets brims with more than 20,000 tools and specialized woodworking equipment. Next to a steely rainbow of hinges, casters, and screws, a supply of lumber and exotic hardwoods provides planks for building tree houses or just leaving around as a warning to uncooperative trees. The tenor buzz of power tools operated by newly knowledgeable guests drifts from educational sessions on operating equipment and woodworking.