Rosenthal Interiors owner Rosie Lebewitz; the new Minnetonka location (top right); the original Rosenthal store (bottom right).
MINNETONKA, Minn. – After 126 years, Rosenthal Interiors has opened a second location in Minnetonka to supplement its original showroom in downtown Minneapolis.
“This location features unique imported furniture from Italy, Germany and all over Europe,” said Rosie Lebewitz, owner and fourth generation to run the business. “We have changed our main downtown location to become our urban small and creative space, with our Ekornes-Stressless gallery and clearance, ready-to-deliver furniture.”
The new showroom in the Ridgehaven Mall is 7,000 square feet and opened in early May. Lebewitz said they hired five employees for the new location, all designers. The staff is offering full design services for their inventory of luxury furnishings from Europe, South America and North America, and the new location also sells artwork from local artists.
“We decided to go into the suburbs to stay alive,” she added. “Many of our customers from the downtown location have come in to say hello. We have had more traffic to the new location in one day than in a week downtown.”
Because of last year’s unrest in Minneapolis, Lebewitz said people became afraid to go downtown. The original store location at the corner of 5th Street and 1st Avenue N. had to close for several weeks.
The downtown location is now open four days a week and by appointment only. It offers more unique goods that focus on downtown living, including smaller-scale designs and marked-down floor samples. “It’s now more of a destination place,” she said.
Lebewitz’s great-grandparents Aaron and Rose Rosenthal started the business in 1895, and then her grandfather went into the business with his dad. The company stayed alive by being able to obtain furniture during the Great Depression in the 1930s. Lebewitz’s parents Sherm and Rosie joined the business, and in the ‘90s they became more focused on contemporary furniture.
“We became a member of the Contemporary Design Group, made up of small businesses throughout the U.S.,” she said. “The group helped change how we ran the business and offered insight on how to buy more exclusive items. We have since become the biggest contemporary store in the Twin Cities.”
Rosenthal Interiors is still very much a family business and doesn’t do a lot of advertising, according to Lebewitz. The new location had a soft opening, with a grand opening event being planned for July. They are also working with a local influencer to increase their social media presence.
Lebewitz’s brother Joel, a retired CPA, joined the business in January 2020 and encouraged her to open the new location. “My brother put the new location together in 12 days and did an excellent job,” she said. “Of course, we will continue to make it even more beautiful.”
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June 22, 2021 at 10:45PM
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