Pioneer TV, Appliance and Sleep Center, a cornerstone of Escanaba, Michigan, has been serving the community from its Ludington Street location, now spanning approximately 14,000 square feet between 11th and 12th Streets. This established Escanaba business, known today for selling, installing, repairing, and even recycling appliances, boasts a history that began in a completely different industry half a century ago.
Leah Murphy from Pioneer TV and Appliance showcasing a refrigerator's beverage center
The story of Pioneer TV & Appliance began in 1974 when Terry DeRouin (Dan’s father) and Larry Shanahan (Murphy’s father) established Pioneer Builders in Escanaba. Initially focused on home construction, Pioneer Builders adapted to the changing economic landscape when Harnischfeger Industries, a major local employer, scaled back operations. Recognizing the community’s evolving needs, Pioneer transitioned from construction to the appliance sector.
Dan DeRouin, now the general manager of Pioneer TV & Appliance, explains that the shift started with laundry appliances like washers and dryers, quickly followed by kitchen appliances. The first Pioneer store was located at 500 Ludington St., marking the humble beginnings of what would become a local institution for home goods.
As Pioneer TV & Appliance experienced growth in the 1980s, Terry’s brother, Tim, joined the business, contributing to its expansion. This era saw Pioneer broaden its product range to include televisions and satellite dishes, capitalizing on the burgeoning home entertainment market of the 80s.
The 1990s witnessed an even greater surge in television sales. However, as consumer trends continued to evolve, Pioneer TV & Appliance adeptly shifted its focus. Currently, appliance sales constitute the majority of Pioneer’s business, followed by mattresses, demonstrating the company’s ability to adapt to market demands and maintain its relevance.
The addition of the Sleep Center represents Pioneer TV & Appliance’s most recent expansion. Venturing into the bedding market was a strategic move that has proven successful. Today, the Sleep Center occupies the east side of Pioneer’s premises at 1112 Ludington Street, a space that once housed the entire Pioneer operation, illustrating the company’s remarkable growth over the years.
Pioneer TV & Appliance’s journey has been one of consistent expansion, marked by several relocations westward along Ludington Street as the business flourished. In the 1990s, Pioneer operated in the 1000 block of Ludington Street.
The current appliance showroom at 1116 Ludington, seamlessly connected to the Sleep Center, was formerly occupied by the Ben Franklin variety store. Around the turn of the millennium, Pioneer seized the opportunity to acquire this larger space.
“We purchased this building because it was much larger and moved all the appliances over here and remodeled this store,” Dan recounts, referring to the current west side location at 1116 Ludington that now showcases a wide array of ovens, washers, dryers, and refrigerators.
Following Larry Shanahan’s passing in 2004, Terry DeRouin assumed full leadership of Pioneer TV & Appliance. He continued to manage the business until approximately 2015, when Dan took over the daily operations. The business is currently in the process of transitioning ownership to Dan, ensuring the continuity of Pioneer TV & Appliance as a family-run establishment.
One of Pioneer TV & Appliance’s distinguishing features is its extensive selection of brands, a characteristic that Dan notes is uncommon for appliance stores. Leah Murphy emphasizes that this diverse brand portfolio allows customers to mix and match appliances and benefit from unique features offered by different manufacturers, catering to varied preferences and needs. However, Murphy also points out the challenges of appliance colors in home décor, particularly with trends like “black stainless steel,” which can vary significantly in appearance across brands. She advises caution with trendy colors due to their fleeting popularity and the importance of appliance color consistency.
Murphy highlights the enduring appeal of white appliances, especially for laundry, contrasting them with short-lived color fads like various shades of red and green that have come and gone. She suggests that white remains a reliable and practical choice, ensuring easier replacement matching if needed.
Over her 23 years at Pioneer TV & Appliance, Murphy has witnessed numerous technological advancements in appliances. She points out features like refrigerators with customizable color panels, built-in beverage centers, backlit interiors, and convertible refrigerator-freezer compartments as examples of ongoing innovation in home appliances.
A recent addition to the Pioneer showroom is the GE 2-in-1 washer-dryer, introduced earlier this year and featuring ventless heat pump technology. Dan mentions that GE considers this product launch their most successful ever. Pioneer TV & Appliance has already sold several units, with the display model sporting a “SOLD” tag, reflecting strong customer interest in these innovative appliances.
Murphy observes that the most significant shift she’s noticed at Pioneer TV & Appliance is in customer shopping habits. She notes that contemporary customers often arrive with specific models in mind and are less inclined to browse and discuss options compared to previous generations.
Despite these changing trends, Pioneer TV & Appliance remains committed to meeting customer demands and preferences. They collaborate with various local businesses, including contractors like Eagle Building, cabinet makers such as Schwalbach Kitchens and Perk’s Cabinetry, and apartment complexes like West Highland and Meadowbrook, as well as organizations like St. Vincent de Paul for housing assistance, underscoring their deep integration within the Escanaba community.
