Large appliances are big business in Illinois, with total sales in the state estimated at more than a billion dollars in 2024. These appliances are fundamental to daily life in the household helping families to keep food fresh, wash clothes, and cook meals. So, when something goes wrong, homeowners need quick, reliable service. In Rantoul in Central Illinois, customers have come to count on Purcell Appliance Center for new appliances and for their appliance service needs.

“Purcell Appliance Center is a full-service appliance retail [store] and service,” said co-owner Matt Purcell who owns the store along with his wife Sabrina. “We also offer heating and air conditioning repair and replacement.”

Starting out

For Matt, work with appliances and HVAC equipment started when he was a boy.

“I worked in heating, air conditioning, appliance service, and new construction for as long as I can remember,” recalled Matt. “Long before I could even drive a vehicle, I was working in the trade. I’d get off the school bus and go with my dad to sand copper fittings. So, I was very familiar with this industry.”

After cutting his teeth with a company specializing in furnaces and AC service, Matt decided to strike out on his own when the business he was working for was purchased by a major retailer.

“I started working for a company that strictly did service and replacement of furnaces and air conditioners,” explained Matt. “I was mentored by the owner of that business. When they got bought out by a big retailer, I decided to go out on my own and immediately got into service and replacement of heating, air conditioning and started servicing appliances.”

By the time Matt and Sabrina got married in 1983, he said he had shifted his focus to meet a growing demand for reliable service.

“We were doing a lot of new construction homes at the time, but realized there was a greater need on the service side,” said Matt. “So, I started to transition into supporting the service side of it and replacing heating and air conditioning units.”

For her part, Sabrina, had been working in sports medicine before joining the family business at Purcell Appliance Center.

“I left the company to come work for my husband, because I knew he was going to need help running the business. I did a small portion of financials, as well as getting out there to sell,” Sabrina shared. “I enjoy the sales more than the installation. Installation can be a little tricky.”

The Purcells said the decision to open a retail location in October 2024 was easy to make and based on the frustration of customers with their appliances. Their store is located in an abandoned brig on the decommissioned Chanute Air Base in Rantoul.

“We opened Appliance Center because the customers we were servicing wanted their washers and dryers replaced without having to go to the big box stores,” Matt explained. “We realized if we could get people transitioning from lower-quality units into better ones, like the Speed Queens and GE commercial household units, we’d have more satisfied customers.”

Where service matters

At Purcell Appliance Center, education is key. Matt and Sabrina say an informed customer makes the best decisions. So, they say they take the time to explain important details about their products.

“We get ourselves educated with every piece that we sell,” Matt said. “What’s the difference between a Speed Queen, a GE, or a Maytag? What features are there? We need to be able to educate our customers, so they can make the right purchase.”

Sabrina said she is passionate about steering customers away from what she calls “disposable” appliances.

“Our top line is Speed Queen,” explained Sabrina. “I call the ones that come from the box stores ‘disposables.’ They last about 3 to 5 years, and then you’re coming back to buy a new one.”

“What you see at the big-box stores is a value price,” Matt chimed in. “When you transition to an independent dealer, you get a better quality unit, and better service, because big-box stores don’t offer that.”

And service is where Purcell Appliance Center seems to truly shine.

“We’re there from the time you make a purchase all the way through service and maintenance,” emphasized Matt.

Whether customers visit the store or need a home consultation, the Purcells say they go the extra mile for their customers.

“We do have customers that come into the store, but sometimes we get elderly clients who can’t make it in,” Sabrina stated. “So, I take my computer, go to their home, and sit with them at their kitchen table.

“I had a recent customer where I went to her home, measured the spot for her new fridge, and listened as she described exactly what she wanted: French doors with a bottom freezer and pull-out drawer,” Sabrina recalled. “I found the perfect refrigerator, and we installed it the day before Thanksgiving. Once it was in place, she looked at my husband and said, ‘She did great selling us and recommended the perfect refrigerator.’ That made me happy.”

For Matt, selling at the kitchen table is second nature.

“That’s where my comfort zone is,” said Matt. “A lot of our business right now is at the customer’s home. We take our website with us and we can show them everything available, not just what’s in stock. Sometimes, we can get it in 3 or 4 days. You’re not going to get that kind of service anywhere else.”

It’s all about service

While big-box retailers may lure customers with lower prices, the Purcells say they compete for customers with an offer that is far more valuable.

“How we compete is with service,” Matt said with pride. “We build value by providing service after the sale. You’re not going to make everybody happy because they’re not used to that level of care. So, we focus on delivering value with what you buy from us and providing fast, dependable service. When you buy from us, you’re family.

“If an appliance fails or breaks, you only have to call us,” explained Matt with a confident voice. “If you buy from us, we provide same-day service. You won’t find that at a big-box store. That’s the advantage of buying from an independent dealer, especially if you purchased from us. We’re going to be there.”

A family business serving the community

The personal approach at Purcell Appliance Center is made possible by their tight-knit team.

“We have family in the business,” Matt said. “Our nephew, James, runs most of the service calls.

Their daughters April, and Melissa and son Alexander also play key roles in the business.

One of the biggest challenges? Price comparisons.

“Sometimes, customers ask if we can match or beat big-box store prices. The challenge is helping them see that there’s more to the purchase than just the sticker price.” admitted Matt. “That’s why we bring the store to their kitchen table and we can show them the value in quality and service.”

Despite the competition, the Purcells say they have earned the business of customers across Central Illinois, drawing buyers from Champaign, Urbana, Mahomet, and Monticello.

“I do feel like the community trusts us,” Sabrina said smiling with satisfaction. “And that leads to more sales.”

Looking back on their journey, Sabrina and Matt Purcell feel a deep sense of pride in the business they’ve created.

“We are very proud of where we have come from,” Sabrina reflected.

“It takes a different person to start something from nothing,” added Matt. “I started with 100 bucks. It takes a different type of person to start something from scratch.”

That same drive fuels their approach to customer service today. For Sabrina, retail isn’t just about selling appliances. It’s about creating meaningful connections.

“What I like about retail is the customer service,” said Sabrina with a smile. “I’ve been in customer service for 20-plus years, and I know that to make the customer happy. I know I have to go above and beyond. That means we have to be there the second customers call.

“I enjoy working with customers because I get to go out there, and they tell me what product they want,” added Sabrina. “Then, I get to find the product that will meet their needs.”