The former Iron Town Harley-Davidson dealership in New Berlin has been acquired by Middleton-based interior-home products retailer Nonn's, which plans to turn the building into a showroom and warehouse.
An affiliate of Nonn's acquired the property last week for just over $3 million, according to state records. The property has an assessed value of $4.46 million, according to Waukesha County records.
Adam Nonn, chief executive officer of Nonn's, said the building will allow the company to combine its existing warehouse and showroom in Waukesha, which are in two separate buildings. Its existing showroom on Paramount Drive and warehouse on Ellis Street will either be sold or rented out to a different user, Nonn said.
The roughly 60,000-square-foot former Iron Town Harley-Davidson dealership building in New Berlin is undergoing renovations, with demolition work having started earlier this week.
The relocated showroom for Nonn's should be up and running by early first quarter 2021. The warehouse will take longer to set up, perhaps by mid-2021, Nonn said.
Beyond consolidating area operations, the new showroom and warehouse will benefit Nonn's in other ways. Its highly visible location and easy access to I-94 will give the company more of a presence in the region while centralizing its distribution operations, said Nonn.
"For us, the location made sense because it’s central," he said. "It’s very easy on and off the interstate, and New Berlin is a great market to be in."
The New Berlin Harley dealership was acquired by an affiliate of Windy City-Fox Motorsports earlier this year in bankruptcy court. Last year the business entities behind the New Berlin and Janesville Harley-Davidson dealerships filed for bankruptcy and closed the dealerships.
Nonn's acquired Malkin's Flooring of Menomonee Falls in 2018. The Malkin's showroom made for Nonn's second Milwaukee-area location.
According to its website, Nonn's first opened in 1984 and is the largest independent retailer of flooring in Wisconsin. Since its founding, it has added countertops, cabinets and appliances to its selection of products.