Retailer Penny Mustard opening fourth Chicago-area store
Company changed name from P.M. Bedroom Gallery
Clint Engel -- Furniture Today, February 9, 2011
LINCOLNSHIRE, Ill. — Newly renamed home furnishings retailer Penny Mustard will open a 20,000-square-foot store here next month, its fourth in the Chicago area, according to a report by the Milwaukee Journal Sentinel.
The Greendale, Wis.-based company is operated by brothers Arvid and Ben Huth and has stores in Downers Grove, Naperville and Hoffman Estates, Ill., as well as Menomonee Falls, Brookfield and Greenfield, Wis.
Previously called P.M. Bedroom Gallery, the company announced the unusual name change last year as part of a rebranding strategy better reflecting its expanded offering of living room and dining room furniture.
On its website, Arvid Huth explains the new name, noting that as kids, the brothers used to be paid a penny for every mustard weed plant they picked out of the hayfields and pastures of the family farm. He said that years later, the "penny mustard money," became the seed money for their first furniture store.
"Picking mustard taught us valuable work ethic and lessons of integrity," he said. "To this day, we are not sure if Mom and Dad really wanted the mustard gone, or wanted to instill a work ethic at a very young age. But we had the cleanest field anywhere around."
Huth confirmed the Lincolnshire plans and the store size, but declined further comment for this story.
The stores are still in the process of the name change, the Journal Sentinel said. According to the retailer's website, Penny Mustard has two sister P.M. Bedroom Gallery sister stores in Blaine and Woodbury, Minn.
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