Clint Engel
Covers more than 250,000 sq ft BECKER, Minn. — Becker Furniture World here has completed its transformation into Becker Furniture World Home Center. 

The company, with its main store about a 40-minute drive from Minneapolis, is now a more than 250,000-square-foot home improvement destination. It has partnered with other companies to offer everything from building supplies and kitchen appliances to cabinetry and countertops. 

Among its crown jewels is an in-store, two-story, 4,300-square-foot Idea House, showcasing a recreation room, home theater, fully functioning kitchen and landscaped grounds with an in-ground swimming pool. 

“Whether building, remodeling or just improving their homes, customers can make all of their choices under one roof in this … one-of-a-kind selection center,” the retailer said in a release. 

In addition to furniture, rugs and accessories, the Home Center features paints, stains and finishes by Benjamin Moore; lighting, fans and home accents by Lights on Broadway; appliances from Maytag, Jenn-Air, Whirlpool and Kitchen-Aid; window treatments by Hunter Douglas; flooring, including carpet, wood, laminate and vinyl by Clearwater Interiors; tile and stone by Rubble Tile; and home theater and electronics by Robert Paul TV. 

Other categories include countertops and cabinetry, fireplaces, building supplies, plumbing fixtures, landscaping, pools and spas, game tables, garage and closet organization systems and a design studio. Specialists work in all departments. 

The complex has remained open during its remake. To celebrate the completion, Becker held grand-opening events in July, including a public ribbon cutting and party, said Jim Huseby, co-owner of the family-run business.

The retailer contracted with Horich, Parks and LeBow advertising agency to work with Becker and its partners on a cohesive marketing campaign, he said. In addition to a private mailer, the grand opening promotion includes television and circular advertising. 

Huseby said Becker is getting a great reaction from consumers who appreciate the concept of efficient whole-home shopping under one roof with best-of-class resources and businesses.

They’ve also been amazed by the full-scale Idea House, where they can see functioning home furnishings and other goods, then go to the departments selling the products. 

“We’re saying what you see is what you can get,” Huseby said. “You can literally buy your entire house here.”

Huseby declined to project sale figures. As with many retailers across the country Becker has been affected by the challenging business conditions, but he said Fourth of July sales were strong and he is looking for a continuing uptick this month. 

“We believe this, being different and significant, will be able to break through the clutter and help drive business,” he said. 

Becker Furniture World was founded by the Huseby family in 1978 in a 500-square-foot building that has expanded to its current size. It also operates an outlet in St. Cloud, Minn. 

Becker was listed among the “stores to watch” in Furniture/Today’s 2013 Top 100 report, with estimated furniture, bedding and accessory sales of $49 million in 2012.