Waterloo Cedar Falls Courier, IA
07-03-06
Family owned department store still surviving in Greene
By GLORIA ALEFF, Courier Correspondent
GREENE --- Not long ago, the family owned retail department store was the
anchor store on Main Street.
Shopping trends changed. Big malls were built on the outskirts of town, and
anchor stores were national chains.
"We can't compete with the big-box stores, like Wal-Mart and Kmart on price, but
we beat them every time on service," says Jeff Dralle.
Dralle's Department Store has been on Greene's main street since 1896.
Originally, the store operated under the name of W. M. Buchholz & Son. In 1916,
H. W. Dralle, a young apprentice from Germany, bought an interest in the store.
After the son died, the name changed to Buchholz & Dralle.
Dralle's is not only the anchor store in Greene, it is the largest three-story
building on Main Street.
After a new building was built in 1914, business doubled. The family owned and
operated retail store also was the town's grocery store.
On three floors, Dralle's sold men's clothing, ladies ready-to-wear, millinery,
shoes, dry goods, rugs, small appliances and novelties. "It was one-stop
shopping in those days," says Dralle.
This year, Dralle's is celebrating its 110-year anniversary. Not with discount
sales, but with the same reputation for customer service that has kept it in
business.
"There are only three other towns in Northeast Iowa with thriving retail
department stores," says Mike Hahn, senior program manager at University of
Northern Iowa.
Main street department stores in Waverly, Parkersburg, Sumner and Osage have
closed in the past 15 years.
Jeff Dralle is the third generation to own the store.
"I started working with my dad when I was 8-years-old, picking up carpet scraps
after an installation job," he said. "After high school, I carried out groceries and
stocked shelves."
He was brought into the business after graduating from Iowa State University.
"I always planned to work in the store. I like small-town living," he says.
Better customer service used to be enough to maintain a steady customer base.
Word-of-mouth still accounts for much of Dralle's business, but Jeff admits,
"loyalty's not like it used to be."
In 1965, Dralle's purchased Kramer Furniture Store in Greene. The business
interior was remodeled in 1973, with a few exceptions. The walk-in vault, original
scroll tin ceiling and a hand-rope freight elevator to the third floor are still there.
"The bank is across the street, but we have our own vault," says Dralle.
Either Jeff or his wife, Pam, or Darin Trees greet customers when they come in.
They know most customers by their first name and ask, "What do you need
today?"
"Jeff is a very solid businessman," said Dan Castle, senior vice president at
Lincoln Savings Bank. "Conservative in his approach. His market goes beyond
Greene."
Those are some of the reasons Dralle's has survived.
Floor space for its furniture line increased after the grocery store was closed in
2004. The ladies clothing line closed four years earlier.
"It was a hard decision to close the grocery store. I had the make the decision
with my head, not with my heart," Dralle says.
Grocery store employees were offered a job on the retail floor.
Neil O'Brien worked behind the counter for 58 years.
"It was the only job I ever had. Each generation, I worked for is better than the
last." Now semi-retired, he works two days a week in the furniture department.
A large portion of the showroom floor is devoted to LA-Z Boy recliners and sofas.
Recently, Bev Heidenwirth came in to buy two recliners for her family room. She
already has two in the living room. Jeff showed her the latest fabric and leather
styles available. Her only question remaining was, "When can you deliver?"
Carpet and flooring installation has become a big part of Dralle's business.
Partner Jack Ritter is in charge of installation.
"We have two crews, working two shifts, installing floor covering and carpeting,"
he says. The crew covers a 50-mile radius.
They do complete installation, move furniture when necessary and will even
show the do-it-yourselfer, how to start a carpet or vinyl floor covering job.
On the first floor, Dralle's sells men's suits and casual clothing. Two
seamstresses, Margaret Harris and Linda Taylor, are available for alterations.
In the back are racks of a large selection of pin-stripped bib overalls. "Our
customers for bib work clothes are dying off, but as long as the men keep coming
in, we will carry the line," says Dralle.
A few years ago, Dralle's got into tux rental for proms and weddings. "We are
booked up for the next three weeks for our tux's," says Trees. The store also
sells cell phones and is the local UPS location.
Bolts of fabric and crochet thread rolls are sold on the third floor. In an adjoining
room, mattresses and pillows are sold.
"You can't sell from an empty wagon," Dralle said of the philosophy he learned
from his grandfather.
Contact Gloria Aleff at SBLGram@msn.com.