Northeast Factory Direct gives people unstoppable value

Alex Nefd
Complete kitchens starting at $1,899? Yes! That’s just one of the ways you can enjoy unstoppable value at Alex Nemet’s Northeast Factory Direct.

By Mimi Vanderhaven

There’s something about Alex Nemet, owner and founder of Northeast Factory Direct, that makes him instantly likeable. Maybe it’s because he favors sweatshirts over suits, and has established comfort wear as the team uniform at each of his three locations. Maybe it’s because doesn’t try to sell the products his stores carry, favoring a customer-first and foremost consultative approach as his core business model. Or maybe it’s simply because everyone loves a local-guy-made-it-big success story, and we’re genuinely happy for this all-around nice guy who continues to blaze new trails by offering home furnishings, hot tubs and kitchen cabinets, among other items, at shockingly low prices.

Starting Small, Like, Really Small
The unconventional framework for Northeast Factory Direct was cobbled together more than two decades ago.

“I didn’t have any money, or even a credit card,” Alex says. “I cashed in a little 401K and used the money to buy two dining room sets. I set one up in my roommate’s garage and kept the other in the box. Right away they started to sell and soon people were buying two or three a week. At one point, semi-trucks were coming to the house to drop off furniture and I knew it was time to move.”

Once the public caught on to the idea that buying from Alex meant paying hundreds or even thousands less than regular retail, explosive growth was inevitable.

NEFD’s basic L-shaped kitchen starts at just $1,899, but most kitchens average about $5,500. And at that price, you’re getting all the bells and whistles, like a pull-out trash cabinet, roll-out trays, crown molding and more.

Today, Northeast Factory Direct has three impressive locations. The flagship store is in Cleveland. The Euclid showroom is housed in a reclaimed building on Lakeland Blvd., and the Macedonia location, the newest of the three, is spacious, fresh and easily accessible.

“We’re the place where people with affordability in mind flock to get amazing deals on new home furnishings, a mattress or hot tub. And over the last 10-plus years, our kitchen cabinet division has taken off like crazy,” he says.

“We’ve always been a business with a focus on people,” Alex adds. “It’s how we’ve grown from a garage-based store in Lakewood to three locations spread throughout Northeast Ohio. Our customers mean the world to us.”

NEFD uses the same high-quality mattress materials the high-end brands use but offers the final product at a much lower price.

How Low Can He Go?
Alex’s business philosophy is the same today as it was all those years ago as an accidental startup in Lakewood.

“We started in a no-frills garage, then moved to a no-frills warehouse in Cleveland,” Alex shares. “The roof leaked, the ‘showroom’ was and still is simple rows of the products we offer, and our product experts are paid hourly instead of on commission. When you come in to shop with us, expensive vignettes in a fancy building aren’t what you’re going to find. But because we keep things bare bones on the business side, we can continue to keep our low prices well below what you’ll pay at other local retailers. And the best part is, much of what we sell is the same stuff you can find at the fancy furniture stores, for hundreds or even thousands less.”

“People know that when they shop with us, they’re getting the same high-quality merchandise the other guys sell for a fraction of the price. Because we operate on a shoestring budget, and don’t mark our goods up through the roof, we can sell for less. It’s really that simple,” Alex smiles.

NEFD favors a customer-first and foremost consultative approach as its core business model. Pictured is Kitchen Designer Angelo Lardomita (center) working with clients.

What’s In Store
Here is a sample of what you’ll find at Northeast Factory Direct.

  • Mattresses - High-quality mattresses in all styles and support levels, including memory foam, adjustable and inner spring and hybrid. NEFD promises its mattresses are offered at the best prices—guaranteed.
  • Living Room Furniture – Everything from recliners to sectionals is represented. You can complete your room by adding a stylish rug, lamp or entertainment center. This affordable shopping experience is all-inclusive.
  • Game Room Pieces Gaming tables that do triple duty, pool tables, shuffleboard tables, foosball games and more. Why not invest in the family this year by creating a stay-at-home fun zone?
  • Home Office Stunning desks with chairs in all configurations, filing cabinets, bookcases, seating and storage. Your in-home workspace really can be an oasis.
  • Hot Tubs Every NEFD hot tub is rated five stars and has a full factory warranty. The best deals are right here.
  • Dining Sets Alex started with a simple dining set and now his stores carry dozens of table and chair sets, china cabinets, buffets, sideboards and servers, bar carts and much, much more.
  • Kitchens Starting at $1,899 - “Our basic L-shaped kitchen starts at just $1,899, but most kitchens average about $5,500. And at that price, you’re getting all the bells and whistles, like a pull-out trash cabinet, roll-out trays, crown molding and more. At other places, those things are expensive add-ons. No way could you get them into a $5,500 kitchen,” Alex says. “And our cabinets have the look of custom and semi-custom styles. The difference is we offer them at a fraction of the price others are selling them.”

The complete design, 3-D elevations and in-home measurements are just a few of the freebies you’ll get when you shop NEFD for solid wood cabinets with raised or recessed door panels, and dozens of different door/drawer styles and color combinations from which to choose.

Northeast Factory Direct has three locations: 3321 W. 140th Street in Cleveland, 216-941-7727, 24470 Lakeland Blvd., in Euclid, 440-942-7945, and 9009 S. Freeway Drive in Macedonia, 330-436-3960. Visit for store hours and directions to all locations.