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Preferred Pets began in the basement of the original owner's, (Brent Schiefelben), mother's home. At 16 years old, Brent had built his own elaborate fish room in which he sold tropical and goldfish out of. His love for aquariums was only beginning.
Over the next several years, his business blossomed. He purchased a pet shop in downtown Janesville. He named his first store, Tropical Finland. Over the next 10 to 15 years, Tropical Finland moved to several locations. In the late 60's, Brent opened a store on 4 th street in Beloit. He eventually sold this store to one of his employees who re-named the store Hemmy's Pet Shop. In 1976, he built a new building on Woodlane Drive across from the Janesville Mall. Tropical Finland operated at this location for the next 15 years. In 1989, Tropical Finland became Preferred Pets. The new name more accurately reflected the nature of the business. From a fish store to a full-line pet store, Preferred Pets had everything under one roof.
In 1991, Preferred Pets moved into their current location in the Village Plaza next to Shopko in Janesville. This 7,000 sq ft store was a "state-of-the-art" pet store that won several industry awards. In 1995, this store was expanded to accommodate the ever-growing pet food business. Now the store was 11,000 sq ft and considered one of the premier stores in the country.
After 48 years in the pet business, and becoming one of the pet industry's pioneers and leaders, Brent Schiefelbein retired. He sold the store to his long-time general manager, Barb Cerny. She began her career with Tropical Finland in 1977 cleaning animal cages on Saturday mornings. In 1984, she became the General Manager. In 2006, she became the owner.
In July of 2006, Tropical Finland now Preferred Pets, returned to Beloit with a new 6,000 sq ft store. Both stores are complete full-line pet stores with beautiful fish rooms, bird rooms, reptile displays, and small animal displays. In addition, they stock a complete dog and cat department and wild bird department.
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