Lichti’s has been a family owned and operated business for 50 years now. The staff here is focused on helping the customers find the right appliances to fit their life style, not the fanciest one. When asked why he still came to work every morning, Max said, “The caring and knowledgeable staff that we have makes it a pleasure to come to work every morning. I also enjoy helping customers pick out the right appliances for them and fixing their problems.”
When Lou Lichti graduated from Nebraska Technical College in Milford to be a TV repairman, he found it very difficult to get a job. Everywhere he applied he was told he needed to have at least a year of experience. So the two brothers cooked up the idea that Bruning needed a TV repair and sales store. This all happened when Max was 18 and only had $200.00 to his name. They opened their doors for the first time on June 1, 1965. The following year, the owner of Cartwright TV and Appliance in Geneva approached them and asked if they wanted to buy his business. Max and Lou thought it was too good to pass up and moved their business to Geneva. This is when they began carrying appliances, starting with Amana and Speed Queen. In 1982, Max decided to expand their business during one of the toughest economic downturns he had ever seen. Max asked a banker in York for $15,000 unsecured loan and was told that York didn't need his appliance store. Max had to explain why the town needed his business and was then able to get the loan and expand into a vacated grocery store. It was at this location that they began to carry furniture. On October 20, 2006, he lost the store to a fire. The next morning he opened in a temporary location and then moved to a more permanent location within 2 weeks. By July 1, 2007 he was able to open in the current location. Within this building they were able to expand even more and now have over 300 appliances on the floor and over 160 recliners among other furniture.