Our Store

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Store Location

5430 West Layton Avenue, Greenfield, WI 53220
Easy access from I-894. Use either 60th St. or Loomis Rd. exit.

Phone: 414-238-2020


10am to 12pm Private Appointments & For Seniors 

12pm to 6pm   Showroom Open & Appointments Recommended 


We are being safe and are practicing social distancing. We are welcoming you back into our store with limited capacity for your safety and ours. If you are feeling ill, have a fever or a cough, please stay home. There are some restrictions as to how many customers we can have shopping at one time, so to ensure that your shopping experience is as smooth as possible, we would recommend that you make an appointment and we will accommodate walk-ins as we can.

As a member of the community for more than 92 years, the health and wellness of our customers & team is of the utmost importance to us. Therefore, we are requiring that anyone age 5 and older must wear a face mask inside the store. If you do not have a mask, one will be provided for your use. Thank you!


For 2020-Black Friday Weekend November 29th and New Year’s Weekend December 27th.


For 2020-we will be closed for our annual Storewide Summer Vacation Sunday, June 28th thru Sunday, July 5th, Thanksgiving Day and Christmas Eve and Christmas Day.

New Year’s Day, Memorial Day, Labor Day, Thanksgiving Eve and Black Friday.

1928: BILTRITE Furniture is founded by Irwin Kerns as an upholstery shop on 3rd and Garfield in Milwaukee. This location sold custom-made sofas for $1000 and created BILTRITE’s reputation for better quality furniture that has carried on for four generations. While BILTRITE no longer builds its own furniture, the furniture now sold at BILTRITE comes from brand name companies, the vast majority of which are manufactured in the USA and Canada.

1929: Irwin Kerns and his wife Frieda give birth to their daughter, Claire. The Great Depression hits the country, but BILTRITE finds a way to grow by developing its business plan of selling quality furniture with value, selection, and service at the lowest price to stay in business. Eighty three years later, BILTRITE has weathered through many changes in the economy by following this same plan and is the oldest family furniture store in Milwaukee.

1948: BILTRITE moves to 723 West Mitchell Street.

1950: Mort K. marries Claire K. and begins to work at BILTRITE.

1964: Marty K., Mort K. and Claire K.’s son, begins to help out on weekends.

1977: Marty K. marries Gail K. and she becomes a part of the third generation of BILTRITE.

1987: Maureen K., Marty K.’s sister, leaves her law practice to join her brother and father as they begin to expand on Mitchell Street.

1989: BILTRITE acquires an additional building on Mitchell Street and remodels to connect four buildings, including the old Park movie theater and the A & P, as one large, multi-level store.

1994: BILTRITE becomes a founding member of Furniture 1st, a billion dollar buying group that helps independent retailers across the country pass savings onto consumers as well as compete with national chains.

2001: Randi K., 4th Generation, graduates from High Point University in North Carolina with a Bachelor’s Degree in Interior Design and a minor in Art. High Point University is the only college in the country that offers a Home Furnishings Program connected to the furniture industry. She returns to Milwaukee to rejoin the family business.

2004: Brad K., 4th Generation, graduates from High Point University with Bachelors’ Degrees in Home Furnishings Marketing, Home Furnishings Management and Business Administration. He returns to Milwaukee to rejoin the family business.

2005: BILTRITE purchases land in Greenfield to build a new facility.

2006: BILTRITE relocates to the new 65,000 sq. ft. location, and Randi K. becomes BILTRITE’s spokesperson.

2008: BILTRITE celebrates their 80th Anniversary.

2009: BILTRITE begins to carry Amish furniture made in Holmes County, Ohio, which is home the largest Amish population in the country.

2011: BILTRITE celebrates their 5th year in the new Greenfield location.

2012: BILTRITE is honored at the Better Business Bureau’s 100th anniversary celebration at the Harley-Davidson Museum.

2013: BILTRITE celebrates their 85th year in business and 7th year in the new location in Greenfield in March. In October, BILTRITE Furniture adds a new generation to its family when Randi, 4th Generation Family Member, welcomed, Jordan, BILTRITE’s 5th Generation Family Member.

2014: Mort K., a 2nd Generation Family Member passed away at the age of 85. He helped to transform BILTRITE into the store that it is today. Sarah K., a 4th Generation Family member joined our sales team. We also welcomed our store mascot, Kugel!

2015: BILTRITE sends members of our sales team to visit our Amish builders in Holmes County, OH to get on site training for our Amish Made furniture.

2016: BILTRITE celebrates 10 successful years in our Greenfield location. In March, BILTRITE Furniture adds a new generation to its family when Brad and Sarah, 4th Generation Family Members, welcomed, Simon, BILTRITE’s 5th Generation Family Member and in October BILTRITE sets new store hours with Sunday closed to be with family!

2017: BILTRITE wins BEST FURNITURE AND BEST MATTRESS STORE for Shepherd Express’s Best of Milwaukee, A-List and JSOnline’s Top Choice Awards. BILTRITE updates their showroom with adding rustic modern reclaimed walls near the entrance and fresh new paint colors throughout store. The  new store hours of Sunday closed to be with family is working and many new and old customers are coming to our store because our new friendly family store hours.

2018: BILTRITE celebrates 90 years in business and 4th generation Randi K. is recognized as a leader as a as a member of the 40 under 40 classes for the Milwaukee Business Journal, Home Furnishings Business and Home Furnishings Now! In October, BILTRITE Furniture adds a new generation to its family when Randi, 4th Generation Family Member, welcomed, Sloan, BILTRITE’s 5th Generation Family Member. BILTRITE wins BEST FURNITURE AND BEST MATTRESS STORE for Shepherd Express’s Best of Milwaukee and JSOnline’s Top Choice Awards.

The BILTRITE Family and their employees are dedicated to having a positive impact on the Greater Milwaukee Area, particularly the Greenfield community in which the store is now located.

BILTRITE has contributed gift certificates to charitable raffles for numerous schools, volunteer organizations and religious institutions. BILTRITE also employs members of the Grand Avenue Club and makes direct financial contributions to organizations including:

United Way of Greater Milwaukee, Boys and Girls Club of Greater Milwaukee, Grand Avenue Club Milwaukee, Homeless Veterans Initiative, Susan G. Komen For The Cure Southeast Wisconsin, Dan Jensen Family Festival, City of Greenfield 50th Anniversary, Greenfield Police Dept. Special Victim Interview Room- Furnishings Donated, Greenfield Police K9 Unit, Greenfield High School Booster Club, The New Greenfield Library- Home Furnishings Section donated by BILTRITE, Local Churches, Non-Profits,  and many many more!

September 30, 2015 – Thank you Jerry for accepting this award from Mayor Tom Barrett for our continuing support of the Grand Avenue Club Employment program. The Grand Avenue Club is a non profit organization that helps individuals with mental illness to find employment. Jerry is a member of GAC and has been our head custodian since 2009!

Why BILTRITE? Why Not!

Why BILTRITE? We’ve built our specialties around your needs since 1928! Locally & Family owned for 4 generations with hands on family members, our specialties include affordable better quality furniture and mattresses and a large selection of USA and Amish made furniture including Small Scale Furniture. We have knowledgeable, experienced sales associates, personal service, in store design services and a huge selection of furniture for every room of your home along with competitive pricing!

Looking for more info about Why You Should Buy From BILTRITE?

From the moment I walked into the store I felt relaxed and so welcomed. My sales lady Char answered my many questions and offered solutions for my needs. The quality of my new furniture is “Outstanding” and incredibly comfortable and for the perfect price. When delivered as promised the delivery men were so wonderful. They put things together and cleaned up after themselves, they were so nice to talk to. When employee’s have such wonderful things to say about who they work for, that to me speaks volumes.  A huge plus for me was the fact that they also hire individuals with special needs.Cathy Busalaachi

We just left and had a great experience. Very knowledgeable and helpful without the pressure to buy. We bought a mattress and they found the perfect match to what we needed and got a great price. Thank you!  – Christine Schultz Daleness

USA Made Furniture - BILTRITE of Milwaukee

USA Made

BILTRITE’s first choice for value, quality and comfort is American made or USA Made furniture and mattresses. We carry one of Southeastern Wisconsin’s best selections of North American made furniture that are made in the USA and Canada.
Small Scale Furniture - BILTRITE of Milwaukee

Small Scale

Small scale furniture is important to BILTRITE because it’s important to Metro Milwaukee. We carry small scale options for every category and room in your home. Small Scale furniture is perfect for apartments, condos, small homes & senior living!
Amish Made Furniture - BILTRITE of Milwaukee

Amish Made

BILTRITE offers Metro Milwaukee’s largest selection of real Amish made furniture, built to last a lifetime. We offer an Amish built choice for every room of your home including solid wood dining, bedroom, and living room furniture.
Real Solid Wood Furniture - BILTRITE of Milwaukee

Solid Wood

BILTRITE Furniture specializes in real solid wood furniture made in the USA including a large selection of Amish Made. When you buy furniture made with solid wood, the quality is better, the piece is stronger and the choices are yours!

At BILTRITE Furniture we believe that to truly find the furniture that fits your home and lifestyle you need to come to our Store to SEE IT, FEEL IT, LOVE IT! Furniture is the third largest purchase consumers make after homes and vehicles. Purchasing furniture over the internet is not like buying a book via the internet. It is impossible to know the quality and value of any item by only viewing a picture. We want to insure that our customers purchase the right product the first time! Come visit our 60,000 square feet showroom and discover furniture and mattresses that are perfect for you. You’re local. We’re Local. So Buy Local!

In order for us to allow our staff to enjoy more time with their families, we are closed on Sundays. We believe that by investing in the well-being of our staff and their families, we will see an increase in long-term staff that is knowledgeable and passionate about home furnishings and you. As a fourth generation family business, we know how hard it can be to find work-life balance. And with the latest additions to our family, we are excited to spend additional time together. We will be open some Sundays throughout the year for special events, such as holiday weekends, to better serve you. BILTRITE is important to every member of our family and family comes first.

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