Jeff’s Furniture and Appliances operating in former Hometown Sears location at Opelika’s Saugahatchee Square Shopping Center


By Morgan Bryce

Attentive customer service and a quality line of products and brands are the trademarks of Jeff’s Appliances and Furniture at Opelika’s Saugahatchee Square Shopping Center, which operates in the former home of a Hometown Sears location.
Jeff’s is owned and operated by Massachusetts native Jeff Rothstein and opened earlier this year after Sears announced it was permanently closing the shop in January.
Rothstein has shifted the store’s focus from lawn and garden care supplies to appliances and furniture. Through a partnership with Nationwide Marketing Group, he said he is able to provide consumers with more competitive pricing and products than most major box stores.
“The reason I decided that I wanted to own and operate a similar business here was because of the rapport we had with our existing customers. We decided that it was the most natural thing to do by staying in the same spot and continue what we’ve been doing,” Rothstein said. “We believe we do our jobs better than the big box stores.”
Prior to owning and operating Jeff’s, Rothstein served as manager of the Opelika Sears Hometown store location for six years. He has experience with other Sears stores in Thomasville, Alabama and LaGrange and worked in the hotel industry before moving to Alabama 30 years ago.
Two other unique features of Jeff’s includes its home delivery service offered by Rothstein and his five-member team and its status as an authorized AT&T and DIRECTV dealer.
“We have the ability to do phone as well as DIRECTV activations and a program that provides customers with a significant gift card if they decide to order and later activate their phones through us,” Rothstein said.
Nearing six months of being in business, Rothstein said his store “is nearing a level of sustainability” and that he is excited for its future.
Jeff’s is open 10 a.m. to 6 p.m. Monday through Saturday. For more information, call 334-364-0174, like and follow the store’s Facebook page or visit The store is located at 3720 Pepperell Parkway.


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