When Alex Nemet, owner of Northeast Factory Direct, called to share his latest deals he could barely contain his excitement.

“We’re going to save Mimi readers so much money it’s insane,” he exclaimed.

Northeast Factory Direct’s prices are already way below what you’d expect to pay in a big box store. And because he appreciates the fact that Mimi readers know a fabulous value when they see one, he’s knocking down prices even more for that select group of astute shoppers.

For example, an all wood cherry bedroom set—featuring a headboard and footboard, dresser with mirror, tall chest and night stand, with a queen size pillow top mattress set—which retails for $2,975, is just $899 at Northeast Factory Direct. But you’ll need to hurry to the showroom, only 15 sets are available at this price.

Northeast Factory Direct sells items like sofas, sectionals, bedroom suites, hot tubs, pool tables, mattresses, kitchen cabinets, granite countertops, and accessories for way less than you’ll find at any other store in the area. That’s why most big box furniture dealers don’t want you to know about Alex.

“We’ve been in business for 10 years and most of our customers have come to us by referral,” Alex insists.

Northeast Factory Direct, a bare bones, 25,000 square-foot, brightly lit warehouse setting, houses an extensive selection of some of the same furniture and leisure items that Alex says can be found at a number of large furniture stores, but with one significant difference—his items are priced at thousands of dollars below regular retail.

And to keep costs down, Alex has eliminated the pomp and circumstance found at other stores.

“My formula is simple,” he explains. “I deal in volume and we don’t have a fancy showroom floor. I’ve cut out the expensive overhead and my staff doesn’t work on commission. There is never any pressure to buy and I encourage customers to check around at other places to comparison shop. I do that because I know they’ll be back. The big guys don’t like me, but my customers sure appreciate the savings.”

He means savings like a Darcy sofa and loveseat, available in four colors, for $499.

“We’re buying kitchen cabinets by the truckload so we can offer savings of 60% to 70%, compared to the big box stores, and ours is a better quality cabinet,” he insists. “These are 100 percent, solid wood cabinets; no particleboard or MDF fiberboard. Nobody is going to touch our savings and quality. I don’t care who it is. People can bring in their quotes from the home improvement stores and I know we’re going to be half the price.”

Like most entrepreneurs, Alex started out small and grew as the demand for what he could offer increased.

“Everyone loves to get a deal,” Alex reasons.

We have over 300 sets of mattresses on hand for immediate delivery. Our queen pillow top mattresses are as low as $199, and memory foam mattresses are as low as $599.

Hot tubs are hot this summer. After shopping at Northeast Factory Direct you can settle back in one of your own 7x7 foot tubs with a waterfall and locking cover and stainless jets for just $3,495.

Northeast Factory Direct is not a club and there are no membership fees. By the way, Northeast Factory Direct is raising money for the Ronald McDonald House and will donate a portion of its sales price to that charity between now and the end of July.

Northeast Factory Direct has two locations. Find them at 3321 W. 140th Street in Cleveland. The phone number is 216-941-7727. In Eastlake the address is 33599 Curtis Blvd., and the phone number is 440-942-7945. Hours are Monday through Friday, from 10:00 a.m.-7:00 p.m.; and Saturday and Sunday, from 10:00 a.m.-5:00 p.m. Other times by appointment. Get directions from anywhere when you visit the website at www.NortheastFactoryDirect.com.