It’s the end of an era in Neenah, and honestly, it’s a tough one for the locals to swallow. If you’ve ever lived in the Fox Valley, you know that Krueger True Value Neenah wasn’t just a place to grab a box of nails or a gallon of Benjamin Moore paint. It was a literal piece of Wisconsin history. Founded in 1866, this place was around before Neenah was even officially a city.
But as of mid-2025, the news hit that the store is officially closing its doors after 159 years of operation.
What’s Actually Happening with Krueger True Value Neenah?
Basically, the fifth-generation owners, brothers Jim and Brian Webb, have decided to retire. They’ve been at the helm for decades—Jim started full-time in 1972 and Brian in 1980. They really tried to find a buyer to keep the legacy going, but they couldn't quite cross the finish line with anyone.
It’s a bit of a heartbreak for the community. The store started with their great-great-grandfather, William Krueger, a German immigrant. Back then, it was known as William Krueger Co. and was located on West Wisconsin Avenue. Over a century and a half later, they’re still a staple at 999 Winneconne Ave.
The retirement liquidation sale kicked off in July 2025. People have been flooding the aisles to grab deals, sure, but mostly to say goodbye to a business that outlasted almost everything else in town.
A Legacy That Pre-Dates the City
It’s wild to think about, but Krueger True Value Neenah is older than the city itself. When William Krueger opened the doors, the area was known as the village of Winnebago Rapids. The city of Neenah wasn’t even incorporated until 1873.
The store survived the Great Depression. It survived two World Wars. It survived the rise of big-box giants like Home Depot and the convenience of Amazon.
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How?
Nuance.
Expertise.
And a whole lot of weird parts you couldn't find anywhere else.
Brian Webb once mentioned that a typical hardware store like theirs carries way more individual SKUs than the big-box guys. They had the "hard-to-find" items—those specific washers or obscure plumbing fittings that you only need once every ten years but are vital when you do.
More Than Just Hammers and Screws
You've probably been there for the services that modern retailers just don't do well anymore. Krueger’s was famous for its:
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- Small engine repair: A separate building in the back where they actually fixed your mower instead of telling you to buy a new one.
- Screen and glass repair: If a baseball went through your window, you took the frame to Krueger’s.
- Custom-mixed paint: They offered over 5,000 colors and had staff who actually knew the difference between eggshell and satin.
- Rental department: Everything from U-Hauls to power tools.
They even sold birdseed and grass seed by the pound. You didn't have to buy a massive 50lb bag if you only had a small patch of dirt to cover.
The Real Reason Behind the Closure
Some people on Reddit and Facebook started rumors that the closure was because of the True Value Company filing for Chapter 11 bankruptcy in late 2024. To be clear: that’s not it.
While the national True Value wholesaler did go through a bankruptcy and was eventually bought by the Do it Best cooperative in November 2024, the independent stores (like Krueger’s) are exactly that—independent. They weren't part of the bankruptcy filing.
Krueger’s joined the True Value cooperative in 1951, but they owned their own building and their own inventory. The decision to close was strictly a family one. The sixth generation, including Jim’s son and daughter, were involved, but ultimately, the time came for the family to move on from the 55,000-square-foot facility.
The "Human" Factor You Can't Replace
Walking into Krueger True Value Neenah was a different experience than walking into a warehouse store. You weren't just a number. You’d walk in, and someone like Jim or Brian—or one of their 40-50 staff members—would actually walk you to the aisle.
They’d ask you about your project.
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They’d tell you if your idea was actually going to work or if you were about to flood your basement.
That kind of institutional knowledge is disappearing. When a 159-year-old business closes, you lose more than just a place to buy a rake; you lose a repository of local knowledge. They knew which grass seed grew best in Neenah’s soil. They knew the quirks of the plumbing in the older homes downtown.
What Happens Now?
If you’re looking for deals, the liquidation sale is the place to be, but don't expect them to hold items for you. It’s first-come, first-served.
For those of us who relied on them for specialized services, here’s what you should consider:
- Service Transfers: If you have equipment in for repair, get down there immediately to pick it up.
- Local Alternatives: While Krueger’s is leaving a massive hole, shops like Brazee Ace Hardware on Commercial St. are still around for your basic needs.
- Rental Returns: Ensure all U-Haul or equipment rentals are settled before the final lock is turned.
It’s a bittersweet moment for Neenah. A business doesn’t last 159 years without doing something right. Krueger True Value Neenah did everything right for a very long time.
Now, the best way to honor that legacy is to support the other remaining local businesses that make the Fox Valley unique.
Next Steps for Locals:
- Check your garage for any Krueger rental equipment that needs returning before the final closing date.
- Visit the store one last time to thank the Webb family for over a century of service to the community.
- If you have gift cards or store credit, use them now during the liquidation phase.