Electronics, furniture store American going out of business

MADISON – A Wisconsin-based electronics and furniture store is going out of business.

Citing five years of an “unforgiving” economy, American says it is closing. The Madison-based company has been in operation for 60 years.

“While this is a sad moment it is also a proud moment. It’s a moment to be proud of our efforts and to be proud of what we have delivered to the community,” president and CEO Doug Reuhl said in a news release. “Words cannot adequately express how grateful we are to our millions of loyal customers, and to the incredible, dedicated family of employees that we have been blessed with over our 60 years of business.”

The company says its 989 employees have received advance notice of the closing. The company promises employees will be compensated, with benefits, through the closing process. Most will continue to have jobs, the company says.

A going-out-of-business sale is scheduled to begin on Thursdayat all stores. Gift cards will be honored through the closing process; refunds will be offered to customers who choose not to redeem their gift cards, the company promises. Customers who have open orders waiting for delivery will receive their goods or a refund of their deposit. All products in the service center will be repaired or returned to the customer before closing. Finally, all extended warranty policies are valid and insured, the company says.

According to American’s website, it has 11 stores, a service center and a distribution center in Wisconsin, Illinois and Iowa. Two of the locations are in the Appleton area.

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