Rosie Lebewitz, owner of Rosenthal Interiors; the new Minnetonka site (top right); the original Rosenthal store (bottom right).
MINNETONKA, Minnesota – After 126 years, Rosenthal Interiors has opened a second location in Minnetonka to complement its original showroom in downtown Minneapolis.
“This location showcases unique imported furniture from Italy, Germany and across Europe,” said Rosie Lebewitz, owner and fourth generation head of the company. “We changed our main location in the city center to become our small urban and creative space, with our Ekornes-Stressless gallery and our furniture ready for delivery.
The new Ridgehaven Mall showroom is 7,000 square feet and opened in early May. Lebewitz said he hired five employees for the new location, all designers. The staff provide full design services for their inventory of luxury furniture from Europe, South America and North America, and the new location also sells artwork by local artists.
“We decided to go to the suburbs to stay alive,” she added. “Many of our downtown customers came to greet us. We had more traffic to the new location in one day than in a week downtown.
Due to last year’s unrest in Minneapolis, Lebewitz said people were afraid to go downtown. The original location of the store at the corner of 5th Street and 1st Avenue N. had to close for several weeks.
The downtown location is now open four days a week and by appointment only. It offers more unique products focused on downtown living, including smaller-scale designs and scaled-down floor samples. “It is now more of a place of destination,” she said.
Lebewitz’s great-grandparents, Aaron and Rose Rosenthal, started the business in 1895, then his grandfather started the business with his father. The business was kept alive by being able to source furniture during the Great Depression in the 1930s. Lebewitz’s parents, Sherm and Rosie, joined the business, and in the 1990s they became more focused on the business. contemporary furniture.
“We became a member of the Contemporary Design Group, made up of small businesses across the United States,” she said. “The group has helped change the way we run the business and offered advice on how to purchase more exclusive items. We have since grown into the largest contemporary store in the Twin Cities.
Rosenthal Interiors is still a family business and doesn’t advertise much, according to Lebewitz. The new location had a smooth opening, with an opening event scheduled for July. They also work with a local influencer to increase their social media presence.
Lebewitz’s brother, Joel, a retired CPA, joined the company in January 2020 and encouraged it to open the new location. “My brother built the new location in 12 days and did a great job,” she said. “Of course, we will continue to make it even more beautiful.”