A Six-Month-Old, a U-Haul and a Furniture Store | Part 1

In 1977, Doug Bruce moved to Alliance, Nebraska, with his wife, six-month-old son and a dream of opening a furniture store. With limited money and no home, the family lived in the store while Doug built the business from the ground up. Nearly 50 years later, Bruce Furniture has grown to six locations across Nebraska. In Part 1 of Building Nebraska, Doug joins his sons, Michael and David, to share the early sacrifices, the $178 first sale, and the customer-first principles that shaped the family business and continue to guide the next generation.