On August 26, retailers will be able to shop at a new wholesale cash-and-carry warehouse near Madison, Wisconsin. “We’re excited to announce the opening of Warehouse151, a multi-vendor, permanent cash-and-carry warehouse in Beaver Dam,” said owners Bill and Carolyn Heimerl.

“It’s easily accessible, as it’s located just 25 minutes north of Madison on US Highway 151. Regular hours will be 9 to 5, Monday through Friday, but we can be open by appointment on the weekends. Want to stay late or come in early? No problem, just let us know!”

The Heimerls bring a combined 57 years in the gift industry to this venture as retailers, manufacturers, and wholesalers.“ Our mission is to bring in manufacturers and wholesalers with a diverse product mix so we can be a complete resource for gift stores. As importers, we know that well-designed products at great price points are a necessity for gift stores. At the same time, as manufacturers, we’re focusing on American-made items. We’re reaching out to as many artisans and crafters as we can so we can bring really unique items into the warehouse. We’re offering what we’re calling “incubator booths,” which are small affordable booths so even the smallest craft businesses can get a start in the wholesale market.

“We looked into opening a warehouse last year, but other events took over, and we didn’t have the time to devote to the project. As this year has unfolded with COVID-19, order-writing shows and cash-and-carry show cancelling, we felt a more urgent need to open a wholesale warehouse. We can provide a safe environment for retailers to shop for their inventory. The cash-and-carry warehouse model offers retailers the best of both worlds. They get to touch and see the product like at an order-writing show, yet not have to meet minimum packs or minimum orders per vendor. They don’t have to fight the crowds like at a traditional cash-and-carry. They can take their time and come at any time to shop.

“We’re strictly wholesale to the gift and decor industry. Customers can pre-register by emailing their business license and/or sales tax number along with a picture of their storefront and/or website or show booth. Bright Ideas will have a full product line at the warehouse.

“We still have space for vendors. Please give us a call.”

For an updated vendor list, visit www.warehouse151.com. Please like us on Facebook at http://tinyurl.com/warehouse151.

Warehouse 151 Address 
822 Park Avenue (former ShopKo building)
Park Village Shopping Center
Beaver Dam, WI 53916

(920) 887-3881