832 Geneva St. & 222 Center St., Lake Geneva | 262-249-0179 | brickandmortarhome.com
For more than a decade, Brick & Mortar has been a staple in the Lake Geneva community, providing decor, furniture ensembles or a special piece to complete the look of your home. With multiple locations, and more expansion likely to come, owners Thomas and Kathy George are focused on what they say matters most: the connections they and their staff make with customers.
At Brick & Mortar’s Maple Park location, “The House” (832 Geneva St.), visitors are guaranteed to be met by smiling faces who are eager to help customers find the perfect piece or to meet their total home- design needs. The early 20th century brick home was fully renovated and opened as a store in 2009, and features everything from a selection of furniture — including sofas and beds — to trinkets and timeless classics, such as picture frames, candles and housewares.
Following the success of this first location, the Georges opened Brick & Mortar Home and Outdoor (222 Center St.) in 2013. This second location offers more space for furniture, in addition to offering accessories, wall art and other items. Staff at both locations work hard to meet the needs of customers through design consultations and individual requests. “Connection is at the core of every human interaction,” Kathy says. “We are fortunate to have a staff who continually strives to make our customers feel welcome and valued.”
The store was voted “Best Furniture Store of Lake Geneva” in 2022, and the Georges say this is as much a credit to their personnel as it is to their products. “The award was not only a nod to the business, but to the long-tenured staff you meet when you go there,” Kathy says. “There’s no push, no rush — just people doing the job they love to do and making the customer happy.”
The Georges say this talented staff is also helping achieve Brick & Mortar’s expansion plans. This year, the team is expanding “The House” to include “The Porch,” a café area, while continuing to offer the high- quality goods and services both Brick & Mortar locations are known for.
“The brand and staff are one,” Kathy says. “Whether gifting for a friend, adding a lamp to a quiet space or doing a total makeover, the staff works to create the vision that puts the smile in your heart and the curve in your lips. We are always dreaming and looking forward to seeing your smiling face as you walk through our doors!”