Karl’s Appliance Opens On Route 17 South

“There’s a big difference between Karl’s and other stores,” claims Ralph Ceballo, general manager of the new Karl’s Appliance in Paramus. “Take a look around. There’s no TVs, no batteries, no accessories. We focus on appliances.”

Karl’s, founded in 1941 by Karl Schwartz, is family owned, and sells to residential customers, but also has a wholesale division. Landlords, builders and designers also visit, some bringing in their clients to plan for an appliance or kitchen for their home. Viking, Wolf and Sub-Zero are some of the popular brands Karl's sells.

The first location was in Belleville, and there are currently seven locations in the Garden State. The Paramus location is the newest. It had a soft opening on March 31, and a grand opening on May 5. Early Karl’s stores used to be smaller, but the new locations are much bigger and more open.

Upon entry, the entire showroom is open to customers. Every major appliance is displayed. That meets the Karl’s concept, which is to make it easy for the customer. "[Shopping for an appliance] should be something you can enjoy,” Ceballo said. “And we don’t just sell high-end. We cater to every budget, whether it’s a 20-inch range, 24-inch counter top, to a 48-inch to 60-inch, or a  Sub-Zero refrigerator.”

Also, when customers arrive at Karl’s, they are not pounced on by salespeople. They are greeted, but appliances are not part of the discussion. “And you can take this to the bank. We don’t sound like salespeople,” Ceballo said. “We’re here to educate the consumer and make friends. The customer can come in, sit down and relax, and think about their purchase.”

Ed, a Wyckoff resident, was looking for a Wolf-brand microwave. He knew the place to visit. “It’s close to home,” he said. “I’ve shopped at Karl’s only a couple of times, but I love it. A great experience.”

Ceball said Karl’s emplyees listen to customer needs very closely and, after hearing those needs, makes recommendation to best suit those needs. “We’re not,” Ceballo said, “looking to spend a consumer’s money. In most cases, a customer comes in with an idea, but that idea and needs end up being something else.”

Ryan and Natalie Roettger are from Wyckoff, and they’re remodeling their kitchen in addition to expecting their first child. “We’re here to look at appliances,” said Ryan as he and Natalie looked at a variety of different kitchen sinks. “They have a nice layout here, and different stuff.” He then emphasizes, “And they’re real nice. They just let us be.”

Dan Schwartz is the owner of Karl’s Appliance. “This is our seventh location. We have been looking in the Paramus, Bergen County area for a few years to find a good location. We’re excited that we found this one. It’s taken about six months to plan and install the displays. The breadth of selection and display is something that really needs to be experienced.”

And ownership and the executive management are always accessible to customers.

“In Paramus the customer is greeted and feels welcome,” Ceballo said. “In the end, we want them to say, ‘I went to Karl’s today, and I won’t go anywhere else.”

Karl’s Appliance, 469 Route 17 South, Paramus, (102) 267-0820, www.karlsappliance.com