OCONOMOWOC — Appliances may have changed a lot in the 75 years since the Radke family started selling them, but the company’s commitment to its customers and the Oconomowoc community has not.
Ray Radke opened Radke Electric in 1949, primarily doing electrical work for the many new homes being built in Oconomowoc. They also operated a small electrical store that was open after hours and by appointment. In 1952, Paul Radke, a Korean War veteran, joined the company. He was an electrician and military veteran.
It wasn’t until 1964 that Radke opened his first storefront at 121 South Silver Lake Street across from Wingers. Spritka TV operated inside Radke Appliances with Roger Worth as the only salesman and Don Schmidt as the service man at the time. Ray handled deliveries and electrical work and Paul was his assistant. Ray’s wife Doris assisted in all aspects of the business.
About two years later, Radtke Appliance was ready to expand and moved to 920 E. Wisconsin Ave., across from Fiberesin Industries and east of Lorleberg True Value. Then the state wanted to acquire land for an off-ramp, and that’s when the Radtkes found their current location at 682 E. Wisconsin Ave. At the time, it was an A&P grocery store. When it closed, Radtke Appliance moved there and is now about 12,000 square feet. In 1979, after school, John Gesvain took electrical and delivery jobs and eventually moved into the service industry. He became well known in the community and many customers asked for “Big Red.”
Vic’s Carpets was located along the west wall and Anderson TV also had space in the building.
Dave Radke has worked at Radke Appliances his whole life, starting with a few hours after school. When Ray Radke was ready to retire, Dave focused on home appliances and his brother John took over the electrical business. Although Dave calls himself retired, he still comes into the office almost every day. His stepson and his family are now involved in the business as well.
Dave Radke, who worked at Radke Appliances, said the Internet has made customers more informed about their purchases than they used to be. But what customers can learn from Radke salespeople is what works and what doesn’t, especially since the store still services appliances.
“It’s a business that’s constantly changing. The customer base is changing,” he said.
Appliances also aren’t built like they used to be and are more often made out of plastic rather than metal: Because people don’t want to spend too much on appliances, manufacturers are turning to cheaper materials to keep prices down, Radke said.
But Radtke carries a wide selection of parts and can work with many makes and models of everything from refrigerators to stoves.
When you buy an appliance from Radtke Appliance, you can also expect professional delivery and installation, with service technicians who will make sure everything is properly connected and come out to fix it if it’s not working optimally.
Another reason Radtke Appliance is able to offer products at competitive prices is because it is part of a larger organization that makes purchases on behalf of smaller appliance retailers.
“It may be cheap, but Radke will deliver, install and even pick up your old one for a minimal fee,” Dave Radke said. “Other companies will charge you a lot of extra fees.”
Dave’s sister, Barb Brockway, has also been heavily involved in the business for many years. She taught microwave cooking classes when microwave ovens were first sold. She recalls a funny incident in a home economics class at Oconomowoc High School where a boy got increasingly upset while she was explaining how to make sauce in the microwave. Afterwards, the boy complained that his home economics teacher hadn’t taught him the more difficult stovetop method first.
Reflecting on 75 years of running his business, Dave Radke said he’s happy the next generation is taking over the business and that he thinks his father would have been proud.
“I think he would be very happy. He was a very good, hard worker. He was very generous and loved helping people. That’s just the kind of person he was,” Dave Radke said.
Looking to the future, Dave Radke also knows the business will need to change and adapt, and he’s already “seen a lot of change in the area. I’ve seen Oconomowoc grow.”
He wants to encourage the growing community to support businesses like his that make a huge contribution to supporting the local community through donations and sponsorships. In addition to selling new appliances, Radke also sells refurbished used appliances. He also sells high-end appliances.
Dave Radke’s son-in-law, Ryan Terrill, said he expects Radke Appliances to continue to “grow with Oconomowoc” and plans to strengthen the role the store plays in the community.
