by Chris Lewis
As is often the case with family-owned businesses, Bronner’s CHRISTmas Wonderland had very humble beginnings. Wally and Irene Bronner created the store, and his father, Herman, a stonemason, and his crew hand-built it.
As it began focusing on Christmas decorations (in addition to signs), the little store soon expanded, relocated, and grew into what is now known as the world’s largest Christmas store.
Steady Growth, Constant Evolutions
Before it was ever Michigan’s go-to destination for everything related to Christmas, Bronner’s began in a rather unusual way. In 1951—while painting signs and working on other projects for Frankenmuth and mid-Michigan businesses—Wally Bronner received an order for 24 lamppost Christmas decorations. This order ignited a passion within him, as he decided to focus on Christmas décor, along with signs, from then on.
As Bronner’s passion for Christmas increased, so did his business, leading him to open a store on East Tuscola Street in 1954. The business continued to expand as he added a lineup of Christmas gifts and home decorations in 1960. Within five years, he was directly importing Christmas decorations from Europe, too. Consequently, by 1966, he had no choice but to convert the nearby former Frankenmuth Bank building into Bronner’s Tannenbaum Shop, his second store.
“While the stores continued to grow, a third location, Bronner’s Bavarian Corner, opened in the former Hubinger Grocery Store in 1971,” explained Maria Sutorik, vice president of Bronner’s CHRISTmas Wonderland, and Wally’s and Irene’s daughter.
Despite Bronner’s three locations, the lines kept getting longer. To serve everyone efficiently and consistently, Bronner decided to consolidate his three businesses into one location. So, in 1977, he opened Bronner’s CHRISTmas Wonderland, a 45-acre complex that has welcomed millions of people ever since.
Over the years, the business has steadily evolved. In 1984, its screen-printing division (once a primary focus) was sold, allowing Bronner to dedicate himself solely to Christmas decorations. Eight years later, Bronner’s Silent Night Memorial Chapel was opened. It is a replica of St. Nicholas Church, the Austria-based chapel where “Silent Night” was first sung in 1818.
“Since then, it’s been open daily during store hours for visitation and meditation,” Sutorik said.
A Store for All Generations
For nearly 50 years, Bronner’s CHRISTmas Wonderland has been a store for all generations—not only for customers, but for employees as well. After all, Wally Bronner’s children assisted him with the business in some capacity for decades. Since his passing in 2008, they have owned and operated the business.
Additionally, Bronner’s grandson, also an owner, serves as catalog and product development manager. In every sense of the word, Bronner’s CHRISTmas Wonderland is a family business, first and foremost. Therefore, it’s not only overseen by a tight-knit family unit, but it also focuses on treating every customer like family.
“Our emphasis on exemplary customer service and memory-making experiences prevails today,” Sutorik said.
To ensure the store provides “memory-making experiences” to guests of all ages it offers three main decoration themes: religious, toyland, and traditional.
“Bronner’s appeals to people of all generations,” Sutorik added. “For example, mom used to come with grandma and Aunt Susie and the kids. So now, the kids are bringing their kids.”
She continued, “My father always said, ‘It doesn’t cost anything to get in, and what it costs to get out is up to you.’”
With this in mind, customers can simply explore the premises, including Silent Night Memorial Chapel, or they can just enjoy light meals and refreshments at Bronner’s Season’s Eatings snack area. Of course, many choose to explore the entire store instead, looking at more than 50,000 trims and gifts, including roughly 8,000 ornament styles.
Open 361 days a year (as it’s closed on Easter Sunday, Thanksgiving Day, Christmas Day, and New Year’s Day), the store is anticipating nearly 50,000 customers during the three-day weekend after Thanksgiving. Thousands more will be shopping online, too.
As Sutorik looks ahead, she believes Bronner’s CHRISTmas Wonderland’s friendly, exemplary service, warm environment, and wide array of items will steadily draw customers for many generations to come.
“Bronner’s offers the sights, sounds, tastes, smells, and touch of Christmas,” she said. “It brings the full Christmas experience to everyone—and will continue to do so for years to come.”
To learn more or plan your visit to Bronner’s CHRISTmas Wonderland, go to bronners.com.
