A veteran appliance dealer nears 50 years of outfitting kitchens and homes across the tri-state – and it’s just getting started.

By Erik Schoning  •  Photos by Alex Barreto

Back in the 1970s, two college friends got together and started selling radios and stereos, putting a sign on the school bulletin board with a simple message: “We sell radios and stereos.” Today, that small business has become Town Appliance, one of the largest appliance retailers in the tri-state area, but its founding ethos – simple, to the point, and no-nonsense – remains unchanged. At Town Appliance, this expert, personalized approach has driven nearly 50 years of excellence. With three showrooms (Lakewood, New Jersey; Cedarhurst, New York; and Owings Mills, Maryland), Town Appliance has become the go-to destination for homeowners up and down the Eastern Seaboard. In an age of big-box stores and anonymous online retailers, that trusted history has become Town’s greatest asset. “The foundation of the business is built on an honest approach,” Daniel Kraftmann, chief marketing officer, said. “At a lot of places, you would call because your fridge is making noise, and they would sell you a brand-new fridge. That’s not the approach we take. We’ll look at it, see if repair is an option, and give you brutally honest advice. This is how we foster long-term relationships with customers.” Or put another way, to borrow one of Kraftmann’s mottos: The staff at Town Appliance sell you what you need, not what you want. Customers have access to the deep level of expertise that can only

come from decades in the industry. Thanks to an in-house service team, the sales reps at Town know firsthand the ins and outs of every appliance, which brands to trust, what to look out for, and how to meet the needs of today’s busy households. “We recommend products based on real feedback,” Kraftmann said. “People with kids, big families – we really know what stands up to a beating when it comes to equipment. So when we recommend something to a customer, it’s something we stand behind.” For many homeowners, choosing a new appliance can seem like a chore. But as a luxury dealer, Town Appliance specializes in the kind of long-lasting, centerpiece appliances that make all the shopping, measuring, and comparing worth the while. Stocking high-end manufacturers like Wolf, Sub-Zero, and Miele alongside more modest workhorse brands, each showroom is a choose-your-own-adventure of the latest and greatest. In fact, it’s the job of Kraftmann and his team to keep up with the brands and appliances that go viral on social media or spread organically by word of mouth. Colored appliances, for example, are trending in 2026, dishwashers, ovens, and even refrigerators dressed in greens, pinks, and reds to break up the ordinary and add a dash of personality to modern kitchens. Induction

cooktops are also enjoying a heyday, marrying the power of gas with the ease of electric. With the growing popularity of home barista setups, beverage centers, ice makers, and more, at-home conveniences are booming, and Town Appliance is at the forefront of the movement. “It’s crazy how creative people are getting these days,” Kraftmann said. “Grilling setups, wine coolers, outdoor pizza ovens. There’s even refrigerators that come with alligator-skin-wrapped doors. The sky is the limit when it comes to design these days in appliances.” The bottom line is an appliance is a long-term investment, and no matter what catches a customer’s eye on a given day or in a given year, the experts at Town are in it for the long haul. Whether it’s servicing a $500 or a $40,000 refrigerator, outfitting a whole-home renovation, or simply upgrading the dishwashers of yesteryear, Kraftmann and his team remain committed to a relationship-first approach. As trends have come and gone, those relationships have lasted.

“We like to joke that every rep at Town is running their own mini version of the business,” Kraftmann said. “What I mean by that is, if you ordered from Jack 20 years ago, Jack is still with us. You’ll go back to Jack and order your next appliance with him as well. People forge relationships with their sales rep, and that carries on.” Town Appliance is built on the classic mom and pop, sell-out-of-your-apartment spirit, but these days there’s nothing small-time about it. Town is a major player in the appliance world. Shipping nationally, the company continues to expand its footprint, as each showroom brings more customers into the fold. With its Pro Division, Town is bringing its expertise to long-term partnerships with real estate professionals, builders, and designers. Even amid massive growth, it’s still all about the client, many of whom text their reps regularly, whether placing an order or checking in on a repair.

Big, but not big-box: it’s an important distinction. “We continue to grow, but we’re holding onto giving the feeling of small town courtesy with big city know-how,” Kraftmann said. “We don’t have Ia cookie-cutter approach; it’s personal.” Town Appliance 10 S Clifton Avenue, Lakewood 732.364.5195 / townappliance.com