Silica Appliance
Growing, changing, yet remaining the same
Silica’s showroom in Fond du Lac features several in-store kitchens which allow their customers to see how products would look in their home settings. Pictured is a recent kitchen featuring Sub Zero and Wolf appliances. Other in-store kitchens feature Frigidaire and KitchenAid appliances.
Silica Fond du Lac recently expanded their grill department. Silica features grills from Weber and Big Green Egg with a range from tailgating grills to exclusive professional series grills.

What started 90 years ago as a hardware store in a small community north east of Fond du Lac has now grown into one of the largest multi-store appliance and electronics retailers in Wisconsin.

2012 was a busy year for Silica Appliance & Electronics. Celebrating their 90th anniversary and opening their newest store located in Watertown made for a monumental year. “We were able to grow even during a tough economy, because we not only sell products, but service them as well,” said Tom Schneider, president of Silica. “Our relationships with our customers begin at the purchase and delivery of the product. These relationships grow if there are any product questions or service needed. When those same customers are looking for new products down the road, we are here for them like a trusted old friend”.

While the appliance and electronics industry is ever changing, Silica’s customer service excellence remains unchanged. “We are committed to taking care of our customers,” said Schneider. Silica’s employees have many years of experience working with their customers to identify their needs. “Customers are treated like family here; we wouldn’t have it any other way”.

Silica also takes pride in their ongoing community support. “Our customers support us by doing business with us. We give back to them by supporting local charities and community programs throughout the year,” said Schneider.

The addition of a new store in Watertown solidifies the company’s support of another local community. When planning for the growth of the business, Watertown was selected as the preferred location due to the town’s demographics and personality; both similar to those of the Fond du Lac and Beaver Dam markets. “We enjoy being in cities where our customers become our friends and relationships are formed,” said Schneider. Silica’s Watertown store is located on South Church Street.

Silica’s locations in Beaver Dam and Fond du Lac continue to experience growth as well. This growth is possible due to ongoing relationships with customers as well as the importance of maintaining a service department. “Customers appreciate the fact that we service everything we sell. They can purchase from us knowing we will always be there for them if they encounter any issues with their products. Plus, some of the families that shop our stores have shopped Silica for generations. We see the children of prior customers coming in and telling us their mom and dad recommended coming to Silica, and that is a very proud moment for us,” concludes Schneider.