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Gelco's Seaside Furniture Re-Opening Moved to Mid-August

Originally planned for Aug. 1, Gelco Furniture will be re-opening Seaside Furniture on Route 37, before Thomas A. Mathis Bridge. Grand celebration for the re-opening is now planned for Labor Day weekend.

Israel "Izzy" Lindner, the owner of Gelco Furniture in Ocean Township, had planned to re-open on Aug. 1. Now, Lindner plans to officially open Gelco's Seaside Furniture in mid-August, according to his daughter Lara.

Lindner bought the Toms River store earlier this summer after it went .

"We are now hoping to open mid-August with a big, grand re-opening on Labor Day," Lara said. "We will be opening and moving things in the next couple of weeks but we officially will open beginning of August but hope to be set up fully by the middle of the month."

Gelco Furniture plans to create a combination of both Seaside Furniture and a lot of Gelco custom finished products to get the "best of both worlds," according to Lara.

Lindner's company has ordered 40,000 square feet of merchandise for its new establishment, which has hindered the moving process. 

"[The merchandise] will take a lot of time to be built," Lara said. "We want to re-open the right way."

The company plans to revamp the outside of the establishment in due time, but plans to keep the longstanding name to now become Gelco's Seaside Furniture. 

Israel Lindner purchased in Ocean Township in 1994. Gelco's Route 35 showroom had been in business for 54 years before Lindner's purchase.  A second store was then opened in Brick in 2001 and was later moved to Hooper Avenue in Toms River in 2007. 

Seaside Furniture was founded in May 1953 by John B. Steigerwald, Bill Wittenburg and Jimmy Armstrong. The store opened on The Boulevard in Seaside Heights before Steigerwald, president of the company, bought out Wittenburg and Armstrong. Steigerwald moved the store in 1962 to its current location in Toms River. 

Former owners Peggy McGarry and her two brothers, John P. and Thomas Steigerwald, had been running the business alongside their father, who retired in 2010.

Carol Lynne July 13, 2011 at 02:50 PM
I have never been to Gelco but if they are keeping the Seaside Furniture name I hope the keep the family-owned type of atmosphere and customer service. It was so sad to see yet another small business close, especially Seaside Furniture. They had a great quality selection, unlike the big-box stores and exceptional customer service. They replaced a damaged piece of delivered furniture on the same day and even sent us a thank you note after our purchase. You just don't see that anymore.
Uglykid825 July 13, 2011 at 08:32 PM
I love those HUGE life guard chairs..... I laugh every time I see it on Hooper Ave.
Kaitlyn Greenberg July 13, 2011 at 09:15 PM
Such great news for Gelco! I have been furniture from them for 20 years and love the way I can customize the finishes I want! Everyone is always so nice there and another great family operation. Congrats, cant wait to see the new store at Seaside :)
Kris Damiano July 13, 2011 at 09:21 PM
I have a shore house down in Lavalette...stopped by Gelco Furniture & Seaside Furniture on a raining day last summer and was soooo impressed by both stores. Great quality & nice people, so the blend of the two stores sounds perfect. Good luck!
Mrs. C April 11, 2012 at 03:11 PM
DEFINITELY NO LONGER THE COMFORTABLE PLACE TO SHOP. The new owner of Seaside Furniture Israel Gelco Lindner is a vulgar and verbally abusive man. I had ordered a sealy box spring and cancelled my order within 24 hours. The new store policy is store credit only, no refunds under any circumstances. I tried to have a calm discussion with Mr. Lindner, about this and he refused to talk to me. When I calmly expressed my dissatisfaction he started yelling at me in the showroom. He called me an f..... bitch and an f.....midget and told me get the hell out of the store. I replied this store is going to go out of business if this is the way you treat your customers. His response to me was you will be dead before this store closes. I have reported him to the better business bureau. I want the community that has loved and shopped at this store for years to know what kind of business man Lindner is. DO NOT SHOP AT SEASIDE FURNITURE OR GELCO which is his other store.
. April 11, 2012 at 03:44 PM
There can never be another Seaside Furniture Shop. All of my furniture comes from there and the service was always great. They were a business beyond compare and it is a shame that this man kept the name and will run it into the ground.
michael mcgrath April 11, 2012 at 06:24 PM
I have bought furniture at Gelco in the past and will do so again...everything is made in America. And I love the owner...real down to earth guy and his sales staff is great!
Bud Boomer April 11, 2012 at 07:23 PM
I've been shopping at Gelco for a long time and have had many many interactions with Israel enough to know you're lying. Shame on you.
Kaitlyn Greenberg April 23, 2012 at 03:26 PM
I love both locations that the family owns! Ive been buying from the owners daughter for years at the Gelco store and she's a real doll..they are so accomodating & always have given me unbelievable product and service. The new Seaside Furniture store is so beautiful, I ordered a living room sofa and chairs and outdoor furniture and it all came out gorgeous! I love the owner and his doggies ! He did a great job with that new store, wow! -Mrs Greenberg :)
Kaitlyn Greenberg April 23, 2012 at 03:28 PM
Wonderful stores, shows small businesses can really succeed...he's a really nice man and went through a terrible accident while just working in his own store. I think this customer seems like she has other issues herself. I highly recommend their stores, and think all of their employees and himself are genuine people :)
DIANNA PTASNIK November 14, 2012 at 04:54 PM
Dear Mrs. C I do not know how you approached Mr.L or what you exactly said, but, I have shopped in both of their stores for 15 plus years, and never never have I heard or seen the behavior described. I personally think you are angry with the no fefund policy and are making up the story. I say TO ALL YOU SHOPPERS -SHOP TILL YOU DROP IN ALL 3 STORES.!!!!!!!!!! By the way Mr. L if you are reading this, your daughter is not only brilliant but absolutely beautiful. Thank-you for your great advise!!!! Good Luck on rebuilding SEASIDE AGAIN>>>>>>>LADY-DI
LADY-DI November 14, 2012 at 04:55 PM
Dear Mrs. C I do not know how you approached Mr.L or what you exactly said, but, I have shopped in both of their stores for 15 plus years, and never never have I heard or seen the behavior described. I personally think you are angry with the no fefund policy and are making up the story. I say TO ALL YOU SHOPPERS -SHOP TILL YOU DROP IN ALL 3 STORES.!!!!!!!!!! By the way Mr. L if you are reading this, your daughter is not only brilliant but absolutely beautiful. Thank-you for your great advise!!!! Good Luck on rebuilding SEASIDE AGAIN>>>>>>>LADY-DI
Gabriella Angelo December 26, 2012 at 11:28 PM
I have bought all my furniture from Gelco Furniture for the past 5 years, and also bought my 2 living room sets from Seaside Furn last year. Great service, great turn around time (actually faster than quoted), and all my merchandise says USA on tags, the back, etc...plus the stuff I got is so gorgeous, I could never find anything like it anywhere else. I am always pleased with both of their stores. At Gelco I have always dealt with the young blonde and tall guy and they're both great...the Seaside store I dealth with 2 ladies which were very helpful with my fabric choies. I will continue to spread the word about these stores because I think they're great.
Gabriella Angelo December 26, 2012 at 11:28 PM
I have prob bought 4 rooms full of furniture from Gelco and it was all USA made! I guess some stuff is not, but most is I think. Merry Xmas
Josie C January 31, 2013 at 03:31 PM
I absolutely agree with this comment! Israel is devious, mean and nasty and took terrible advantage of two elderly people, one being disabled. ANYONE READING THESE COMMENTS... DON'T EXPOSE YOURSELF TO ANYTHING THAT SAYS "GELCO"... YOU WILL BE RIPPED OFF! Check with the Department of Consumer Protection to find out how many complaints there are against Gelco Furniture and Seaside since the new owners took over. Stay away!!! I'm going to put my own comment up on this blog as well.
Josie C January 31, 2013 at 03:37 PM
Please don't spread any good word about these people and expose innocent and trusting consumers to the predatory tactics of this new owner! Your friends and family will never forgive you.
Josie C January 31, 2013 at 03:43 PM
SCAM ARTISTS ALERT!!!! DO NOT SHOP AT THIS BUSINESS!! They are evil, corrupt, nasty and devious salespersons who prey on the unsuspecting and trusting customer. THEY HAVE A SCAM GOING ON. THEY WRITE YOUR ORDER THEN AFTER WEEKS OF WAITING THEY TELL YOU THEY CAN’T GET WHAT YOU WANTED AND PICK SOMETHING ELSE – NO REFUNDS!! My handicapped parents ordered a bedroom set from this despicable place and trusted that they would uphold their end of the bargain. They did not receive the entire bedroom set, and a piece was damaged. AFTER 5 WEEKS OF TELLING THEM THEY WOULD DELIVER THE REST AND REPLACE THE DAMAGE, this horrible foul-mouthed owner told my dad they could not fulfill the rest of the order and to pick different headboard and night stands that didn’t even match the set! My parents told them that if they can't fulfill the order, to pick up the incomplete set and refund their deposit, but the owner and sales people were nasty and abusive over the phone to my unsuspecting elderly parents. Now, my parents are stuck with half a set, and Gelco Seaside Furniture/Gelco Furniture is demanding payment in full from them! DO YOURSELF A FAVOR AND STAY AWAY FROM THIS PLACE!!!!!!!!!!!!!!!! I implore the Tom's River Patch to follow up on this story and confirm the many complaints against this business with Consumer Protection. You will do your readers a great favor if you expose this predatory owner.
Josie C January 31, 2013 at 03:49 PM
Carol, you won't see that kind of service with this new owner. It is unfortunate that old time service of small mom and pop stores is no longer a part of Seaside Furniture (we also shopped there many many years ago). Do yourself a favor and shop elsewhere for your furniture... You can get the same items at more reputable places for probably less money.
Josie C January 31, 2013 at 03:54 PM
Interesting that there are two identical glowing comments in reply to Mrs. C. Hmmmm....
Martin January 31, 2013 at 04:10 PM
Izzy bought Seaside on 37 and had no flood insurance. Reopened on Brick Blvd. recently. After reading these comments, and getting high prices first-hand, I'm staying away.
M22 January 31, 2013 at 06:18 PM
I laugh at all the people that had great service from the owner. Funny the man is NEVER around. The store won't even give out his name when you ask who owns the place. Please look up all the BBB complaints against them. They currently have an "F" rating and have not responded to several complaints. As far as the friendly atmosphere... you are correct UNTIL you have a complaint. Then you might as well be non-existant.
Josie C January 31, 2013 at 08:12 PM
Hi M22 - The NJ Dept of Consumer Affairs also has many complaints against them. I don't know how Consumer Affairs let's them operate. Aren't they supposed to protect the consumer from predators such as this?
M22 February 05, 2013 at 03:29 AM
I think the DOCA is supposed to step in...not sure. My sister contacted Toms River Police Department last week regarding her outstanding issues with them. Gelco has already been paid and she's still waiting on her furniture. The detective told her who to contact to file charges in court.
Josie C February 05, 2013 at 06:03 PM
You can file with the DOCA and file an action in court for 3X what she paid for the furniture. Start an action for consumer fraud based on misrepresenting that they could deliver the items and UCC violations for not delivering as agreed, denying the consumer the right to cancel and/or not honoring the consumer's request to revoke the contract due to Gelco's non-performance. Less than $3,000 go to small claims. From $3,000 up to $15,000 go to Special Civil Part. (You must understand that these people count on the consumer not wanting to be bothered to file lawsuits, so they just keep your hard earned money waiting to see if you file). Make sure you file complaints with the BBB and Superpages (the phone book online). Also try the Toms River Chamber of Commerce and the FTC. Oh, and don't forget the IRS. I'm sure they are not claiming the money they steal from people. They have to be stopped from preying on the community.
C. Brown May 28, 2013 at 06:54 PM
Charlie B. Terrible experience with this new owner. Took my money for deposit $844.50 and told me the supplier went out of business. Now I am getting a run around for my deposit back. Definitely not the the same Seaside Furniture.
Josie C May 28, 2013 at 07:16 PM
THERE IS A CLASS ACTION LAWSUIT NOW PENDING AGAINST GELCO FOR TAKING DEPOSITS AND NOT RETURNING THE MONEY WHEN THEY CAN'T FULFILL ORDERS AND PREYING ON UNSUSPECTING CONSUMERS. IF ANYONE IS INTERESTED IN FILING A CLAIM, REPLY TO THIS COMMENT.
Josie C May 28, 2013 at 07:17 PM
Charlie, there is a class action lawsuit pending.
C. Brown May 28, 2013 at 09:14 PM
Contacted the BBB today. They informed me that there is 5 unanswered complaints on Seaside Furniture and that they will not even respond back to them to address the complaints. Just as Josie C said they have an "F" rating with them. Thinking of filing a police report with Toms River.

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