American TV & Appliance of Madison is happy to outfit your entire house, including your upscale kitchen. The company sells appliances, electronics, and furniture in Illinois, Iowa, Michigan, and Wisconsin. With nearly a dozen retail outlets, it offers such products as recliners, dining room sets, mattresses, dishwashers, refrigerators, headphones, sound bars, iPads, plasma and LCD TVs, and home audio systems. The company also has a distribution center and a service center offering parts and repairs. American TV & Appliance even makes house calls to fix large appliances, regardless of where they were purchased. Ferd Mattioli founded the company in 1954.

Geographic Reach

American TV & Appliance operates in the Midwest through stores located in Illinois, Iowa, Michigan, and Wisconsin.


The appliances retailer supports its network of stores through service departments, also located in the Midwest. The company makes repairs on more than 80 brands of appliances, televisions, and stereos, as well as on home furniture. Its distribution center is located near Milwaukee.

Sales and Marketing

American TV & Appliance's stores average about 130,000 sq. ft.


To adjust to the dynamic and increasingly competitive small electronics market, American TV & Appliance in 2012 removed computers, cameras, and car audio systems from its stores in favor of new technologies the likes of 4K TV and sound bars. The move has allowed the appliances retailer to make more room for furniture, which boasts higher margins.

The company keeps an eye on its geographic footprint, opting to pull out of a state if it is not getting a return on its investment. After a few years of expansion followed by the global recession, American TV & Appliance in 2012 had pulled out of Missouri, closing four St. Louis-area stores and a distribution center. It marked down $22 million in merchandise to complete the move, which was prompted by recession-related sluggish sales.

- Show Less + Show Full Description

Company News and Press Releases


2404 W Beltline Hwy
Madison, WI 53713-2387
Phone: 1 (608) 515-5020


  • Employer Type: Private
  • President and CEO: Douglas G. Reuhl
  • CFO: Steve Mixtacki
  • President and CEO: Douglas G. Reuhl
  • Employees: 1,634

Major Office Locations

  • Madison, WI

Other Locations

  • North Hollywood, CA