'So much more than your local lumberyard'

VIRGINIA—Pohaki continues to redefine itself after more than 70 years in business.

Nicki Johnson and Jaimie Niska are helping to make that happen with their work in kitchen and bath design and appliance sales.

Johnson, a Range native, was hired about 15 months ago to run the kitchen and bath design center, while Niska came on board about three months ago when Pohaki added appliances after buying out Jenia’s Appliance.

The positions are a natural fit for both women.

“I can help with any part of your home that you might need some renovation,’’ said Johnson, who for two decades previously ran her own custom picture framing business and spent time in interior design. Pohaki now offers full kitchen and bath design, as well as the products need to get the job done.

“I’ve learned more about appliances than I ever thought I would in my entire life,’’ said Cherry native Niska, who also does sales and marketing for Pohaki. Also, “I’ve been helping (owner) Brandon (Seppala) for probably a decade’’ in marketing.

Niska, who runs the appliance department, said her background in marketing and graphic design has afforded her “the opportunity to see color and make things pretty. As Pohaki continues to grow, the marketing aspect comes into play too,’’ she said. “making sure we’re elevating our own brand and image to the audience that we want to reach.’’

Johnson has enjoyed the move to Pohaki.

“This opportunity came up to do some design here, which is something I really love to do. I just kind of decided it was time for a little change,’’ she said.

“I had a custom picture business for many years. I was always involved in design in some way shape or form,’’ Johnson said. “Often times that would even morph into people’s spaces for them and more than just framing. I’ve always just really loved home design and room design, designing spaces and I really had no intention of switching jobs, but this opportunity came up’’ and she decided to go talk to Brandon.

“I’ve always kind of enjoyed design and colors and spaces. I guess this position kind of helped to add a little bit of that into my everyday life,’’ while also selling appliances, said Niska, who likes all parts of the business.

“I’m thankful to be part of a small business that gives to the community so much. I like working with pretty things, whether it’s the marketing that I need to work on for Pohaki or assisting Nicki with customers here and there’’ to improve their own homes and spaces.

Niska said it’s fun to share what Pohaki has to offer with customers and the community.

“This is what this small local business is capable of doing to make your house your home.’’

”Jaimie upped the game for us big time because she knows how to put it out on social media and make it look pretty and inviting and catch people’s attention,’’ Johnson said. “And people have been noticing too.’’

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The history of Pohaki goes back a long way and the company has been a building tradition for more than 70 years, their website pohaki.com states.

“The company’s name came from the first two letters of the three owners who founded Pohaki Lumber. Steve Pogorelce, Newton Hahne and Clarence Kintner purchased a yard that was built in 1896 as a retail store for a local sawmill and was known as W.T. Bailey Lumber Company. Pohaki continues to be a locally-owned and family-run northern Minnesota business going into its fourth generation. Al & Mary (Steve’s daughter) Williams purchased it from Steve Pogorelce in 1988 and Brandon & Heather (Al & Mary’s daughter) Seppala purchased it in 2008. Brandon & Heather’s son, Brady, is now an integral part of Pohaki’s success today.

“Developing and maintaining a strong customer base of homeowners, contractors and industrial accounts has been a key to our success and longevity. We are able to do this by providing a high level of personal customer service, the latest product knowledge and high quality products. We will work with you from concept to completion on projects of all scope and size.’’

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Changing from strictly a lumberyard to offering a full line of goods and services was a “multi-year conversation,’’ said Niska. “Lumber’’ was eventually dropped from the Pohaki Lumber name, she said, because Pohaki is more than just lumber. “So much more than your local lumberyard’’ is now even a hashtag on social media for Pohaki.

“We kind of have rebranded over the past year, year and a half to Pohaki,’’ said Niska, and also has kind of a sub brand of Pohaki Designs. “We are growing and offering things that are more than just lumber even though we still do that.’’

“When it comes to our lumber you do get an elevated product, a better product than what you find at a lot of, some of the big box retailers,’’ Niska said. “We still carry a really stick of wood but we do a little bit more than that.’’

Johnson said the company did their first ladies night event last year just to kind of bring some women in to see what Pohaki has to offer. “So that was definitely different for Pohaki. It’s not a place you normally would think of having a ladies night event.’’

The longtime Virginia business hopes to do some other events over time, as well. “We’re definitely trying to grow our audience and our image and our base.’’

With the additions of Johnson and Niska, “mixing up that dynamic definitely helps’’ with customers, Johnson said. “It’s nice to have the different perspectives’’ when a couple comes in to shop.

”Our male counterparts are admittedly more knowledgeable when it comes to other products,’’ Niska said. “We have a nice balance and a nice team that works well together.’’

Adding appliances that are all made in the United States with steel that comes from the local mines, has been a great addition, Niska stated. “So everything that was done at Jenia’s is basically offered here at Pohaki.’’ That includes home appliances, washers, dryers, refrigerators, freezers, microwaves, ranges, air conditioners, and dishwashers.

“When Nicki is designing spaces for people, customers find out they can get it all right here at Pohaki,’’ she added, and “don’t have to worry about going elsewhere.’’

In addition to the U.S.-made appliances, Pohaki likes to hang its hat on a lot of their products being made in the USA or even in the state. Cambria, for example, is made in Minnesota. “That’s a huge international company,’’ according to Niska.

Johnson was proud to say Pohaki has a full design service for customers renovating or just updating their kitchen, bathroom, living room space, fireplaces and other interior spaces.

“We have everything you would probably need for that from appliances to flooring to cabinets, sinks, faucets, shower systems, you name it.’’

“It’s kind of like we’re making the Iron Range a little prettier one project at a time,’’ Niska said. “It’s kind of fun to be a part of that and make people’s houses their homes.’’

Johnson added Pohaki has kind of morphed into some of these different things based on community need.

“I feel like Brandon’ continually listening to his customers’ needs and what they want and need for their homes,’’ Niska stated.

“They’ve sold kitchen cabinets and even some flooring and countertops for years, but they’ve never had a designer here that worked specifically on that and knew all the aspects of design to help with that process and offer actual design services with your renovation,’’ Johnson said.

Not only does Pohaki offer quality products, “we partner with a lot of local trusted contractors so we’re able to recommend quality contractors too. We know who specializes in what and can offer that service to customers who might be looking for that,’’ Niska said.

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Johnson and Niska urge customers to call them or stop in if they have questions about a project they are considering.