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Rosenthal Store Reopens in Warehouse District

MINNEAPOLIS-The store is testament to how to react when fire strikes. Fire is the best thing that ever happened to the business, owner says.

By Jim McCartney | Updated on November 06, 2000

MINNEAPOLIS-A devastating fire a year ago was one of the bestthings that ever happened to Rose Rosenthal and herdiscount furniture store in Downtown Minneapolis.It was the Sunday after Thanksgiving last year whenRosenthal, whose family owns the 25,000-sf buildingRosenthal Furniture operates out of in the WarehouseDistrict, got the call in the early morning that herbuilding was on fire.

When she arrived some 20 minutes later, she saw someeight to 10 firetrucks with lights flashing in frontof her store on Fifth Street and First Avenue North.The firefighters told her they thought the buildingwas “a goner” when they saw the flames shooting outof the back of the building and the store inundated insmoke, Rosenthal says.

It’s every business owner’s nightmare. Fortunately forRosenthal, most of the fire was restricted to the backof the store. The building out of which her family hadsold furniture for the last 40 years was not a gonerafter all. That was great news because Rosenthal lovesthe building and the location in the vibrant WarehouseDistrict. More customer traffic is on the way once alight rail station is built nearby and theredevelopment of Block E into an entertainment andhotel complex is completed.

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