In an industry defined by change, competition, and evolving consumer expectations, few retailers manage to honor their history while boldly stepping into the future. Good’s Furniture & Mattress has done exactly that. In 2026, the Home Furnishings Association recognized their achievement by naming them Retailer of the Year (less than 50 employees).
For this fourth-generation, family-owned business in Kewanee, Illinois, the award is more than a milestone. It’s a tribute to 131 years of trust, service, and relationships.
“Our family and entire team are honored and incredibly humbled to receive this award from the Home Furnishings Association,” said Phil Good, owner of Good’s Furniture & Mattress. “This recognition reflects the hard work and dedication of our team, past and present, as well as our incredible customers. This award belongs to them.”
From Horse-Drawn Wagons to a Midwest Destination
Good’s story began in 1895, when E.S. Good started a furniture and delivery business in Kewanee, Illinois, using horse-drawn wagons. What started as a small family operation has grown into one of the Midwest’s most beloved furniture destinations.
Today, the business spans more than 250,000 square feet of showroom space across 12 multi-level buildings and three city blocks. Customers regularly travel more than 150 miles to shop at Good’s, a testament to the store’s reputation for selection, value, and service.
Despite its size, Good’s Furniture remains rooted in family values. “At Good’s, home is at the heart of everything we do,” the company shared. That belief has guided four generations of leadership and continues to shape every decision the company makes.
A One-of-a-Kind Customer Experience
What makes Good’s special isn’t just its history; it’s the experience.
The store is known for its iconic features: skywalks connecting buildings, a restored 1929 Ford delivery truck built into a staircase, a koi pond, a butterfly garden, an accessory store, and even an in-store speakeasy. Customers can even stay overnight in beautifully decorated suites, where every piece of furniture, including the mattresses, is available for purchase.
In a rural Illinois community, this immersive environment creates something rare: retail as an experience, not just a transaction.
But the magic of Good’s isn’t in the square footage or the amenities. It’s in their philosophy.
“Good’s Furniture was founded on the belief that what is best for our customers is best for us, and this principle remains at the heart of everything we do,” shared Good.
That philosophy shows up in everyday pricing, no gimmicks or inflated “sale” strategies, and in their white-glove delivery service, where customers “don’t lift a finger”. It shows up in the way the staff listens to the customer, and it shows up in the multigenerational loyalty of families who return decade after decade.
Adapting Without Losing Their Soul
Longevity in retail requires evolution. Good’s Furniture has embraced change while staying grounded in its core values.
In recent years, the company has invested in operational and technological improvements, including advanced inventory and tagging systems to ensure competitive pricing. They’ve introduced QR codes for real-time product availability and strengthened their e-commerce presence through enhanced storytelling and video content.
When supply chain challenges hit the industry, Good’s Furniture & Mattress deepened vendor partnerships. It expanded its container program to maintain inventory and selection. They broadened their assortment, from value-driven pieces to premium heirloom brands, ensuring there is truly something for every customer.
Their Mindset is Clear: Adapt or Fall Behind
“We’ve embraced AI and new technologies not as threats, but as tools that help us operate more efficiently and elevate both the customer and team experience,” Good shared.
That philosophy reflects a broader commitment to continuous improvement. Rather than resisting change, Good’s Furniture proactively evaluates new systems, marketing strategies, and operational tools that can streamline processes, improve inventory accuracy, and create a more seamless shopping journey. By pairing innovation with their long-standing customer-first values, they’ve proven that modernization doesn’t require sacrificing the personal touch that defines their brand—it strengthens it.
A Culture That Feels Like Family
The HFA Retailer of the Year Award doesn’t just recognize business performance; it honors culture and leadership. At Good’s, culture is personal.
“We strive to create a work environment where every team member feels valued, supported, and empowered to grow,” co-owner Kaleigh Good states.
That support extends beyond the store walls. Leadership celebrates personal milestones, supports employees’ families, and fosters open communication through weekly huddles. Sales associates can attend design school at no cost, and warehouse team members receive specialized repair training.
“We are a family business, so we want everyone to feel like family. When one person succeeds, we all succeed,” continues Good. This culture of mutual support directly translates into customer experience. Employees who feel valued create customers who feel valued.
Deep Roots in Community
Community isn’t a marketing strategy at Good’s Furniture & Mattress; it’s a way of life.
“As a fourth-generation, family-owned business, we’ve built our legacy on the relationships we’ve built, and we believe in giving back to the people who have supported us for 130 years,” Good shared.
From sponsoring local programs and schools to hosting beloved events like their annual block party and trunk-or-treat, Good’s sees customers as an extension of family. Their delivery radius spans multiple states, and they strive to support communities across Illinois and Iowa whenever possible.
This commitment to community aligns perfectly with the spirit of the HFA Pillar Awards, celebrating businesses that strengthen not just their bottom lines but also their industries and hometowns.
Why They Won
The HFA Retailer of the Year Award recognizes retailers who position themselves as both a desirable place to work and a respected brand to buy from. Good’s does both exceptionally.
They blend 131 years of heritage with forward-thinking innovation. They create a retail experience that feels immersive and memorable. They prioritize fairness in pricing and excellence in service. They invest in their team. They show up for their community.
Most importantly, they’ve built a business on trust. In an industry that continues to evolve, Good’s Furniture & Mattress stands as proof that you don’t have to sacrifice your values to succeed. In fact, those values may be the very reason you do.
For 131 years, Good’s has furnished homes. In 2026, the Home Furnishings Association proudly recognized that they’ve also built something even more enduring: a legacy.
