Clark is originally from East Jordan, which is near Petoskey in lower Michigan, and moved to the Upper Peninsula in 2001 to be near wife Katie’s hometown of Crystal Falls.

He initially worked in banking but said he had become frustrated with the limited opportunity for advancement when in 2008 he was presented with the idea to open a furniture store in Iron River.

The building on Genesee Street had been the site of Selin’s Furniture for decades.

Despite having no previous experience with furniture, Clark believed he could make a go of it.

WEST END HOME Furnishings is at 401 W. Genesee St. in Iron River. (Jim Paul/Daily News photo)

“In the end it is a people business. Just treat people the way you want to be treated,” Clark said. “I am good with numbers, too, but it is more the people — they are coming to the store, but they are also buying from me.”

When Clark started West End Home Furnishings, Iron County already had two other furniture stores, in Crystal Falls and one just a block away from his store. Through the years, those other stores have dropped away and now there is only West End Home Furnishings.

Clark said a challenge he faces is many people think a small-town furniture store means higher prices, but that is not necessarily the case. Customers coming into West End Furnishings for the first time might be surprised by the variety and different price points — they have quality low-cost furniture as well as items for those wanting to spend a little more.

He doesn’t do big sales all that often, Clark said.

“My everyday sales are what other people’s super sales are,” Clark said. “I do not go through and mark my stuff all the way up to offer a slashed price of 75% off. My prices are what their 75% off prices are.”

While Clark said he doesn’t push the most expensive product on a customer, he does recommend buying the best product a person can afford.

“I think you should buy a little bit better than what you think because it will be less money in the long run,” Clark said. “Because if the quality is not there, you are going to be buying something new sooner than later.”

West End Home Furnishings carries furniture for every room in the house, including bedrooms, dining rooms and living rooms.

Clark sells Ashley Furniture, which he says usually has a lower price point but is still a quality product.

For those willing to pay more, West End Home Furnishings sells Best Craft, which is made in Kaukauna, Wis. Clark describes Best Craft as “good-quality furniture, made the way furniture was alway made — no corners are cut.”

Mattresses, the product West End Home Furnishings sells the most of, are supplied by Restonic, made in Two Rivers, Wis. Clark said the great thing about Restonic is they still make their mattresses two-sided, one of the last manufacturers to do so.

West End Home Furnishings also sells carpeting and works with local contractors for installation. The store offers room-size remnants at a great price, Clark added.

West End Home Furnishings has blinds available as well that Clark will personally do the measuring and installation.

West End Home Furnishings customers can have purchases delivered in a matter of days, while some competitors may take have to place orders that take several weeks or more.

But if the customer wants something different than what’s in the store — like a different color — it can be ordered, Clark said.

West End Home Furnishings is open 9 a.m. to 5 p.m. Monday through Friday and 9 a.m. to 1 p.m. Saturday.