Wisconsin furniture retailer opens in Fort Collins

Roughing it in Style, a family-owned company based in Madison, Wisconsin, recently opened its first Colorado location at 5816 S. College Ave., Fort Collins.

The 30,000-square-foot building underwent extensive remodeling over the summer and fall in preparation for the Fort Collins store’s opening.

Partners Gerry and Sue Torgeson and Bo Palenske had planned to build in Loveland until the 2013 floods derailed their plans. Then they found the former La-Z-Boy store on South College Avenue.

“We fell in love with Fort Collins and happened upon this building that we could visualize our vision here,” said Sue Torgeson, primary buyer and a designer at Roughing it in Style. “It seemed to fit well. College Avenue is a nice busy street.”

For 17 years the company has catered to people looking for unique and custom furniture and kitchen cabinets that could best be described as, “upscale rustic elegance,” Sue Torgeson said.

The partners have longstanding relationships with many manufacturers, along with the company’s manufacturing facilities that specialize in reclaimed barnwood furniture and kitchen cabinets.

The Fort Collins store has hired four employees and plans to increase staff as the need arises.

Roughing it in Style is open from 10 a.m. to 6 p.m. weekdays and 10 a.m. to 5 p.m. Saturday and Sunday. Information: www.roughingitinstyle.com or 970-282-9400.

Originally published by The Fort Collins Coloradoan February 5, 2015

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