Serving the Cedar Valley CommunitySince 2000
KEEPING IT LOCAL IS IMPORTANT TO US
Direct Appliance is your appliance expert and is proud to be serving Cedar Falls since 2000 and have grown to 15 employees. We have one of the largest showrooms in Cedar Valley with over 100 appliances to choose from. We are committed to offering you top name brands like: GE Profile, Cafe, Frigidaire, Electrolux, Whirlpool, Maytag Amana, KitchenAid, Bosch, Speed Queen, Subzero, Wolf, Cove, Vent-a-Hood, Zephyr, and best range hoods for kitchen and laundry appliances. Come in and experience personalized one-on-one personal service by our exceptional sales staff that you won't get from big box stores.
We are YOUR source for competitive prices with knowledgeable in-store professionals here to help you every step of the way, whether you need to replace an old appliance, or if you're remodeling and need an entire kitchen full of new brand name products. We will work with you to find a product that fits your needs, budget and lifestyle. And, our delivery and installation specialists will assure that your new appliances arrive safely and are installed properly.
OUR STAFF
Tom Ridder & Karl Morehouse
Board of Directors
For over two decades, Tom and Karl have been the dynamic duo behind Direct Appliance. Together, they have cultivated a legacy of growth, resilience, and family-like values that not only transformed their business but also influenced the industry they serve. Their business partnership began in 2000 and now they are enjoying retirement. You may even catch them out on the golf course together if the weather is nice.
Jay Ridder
Owner Operator
Jay was born and raised in the Cedar Valley. He graduated from Cedar Falls High School in 2010. After graduation, he enlisted in the United States Army where he served for six years. In 2014 he was deployed to Afghanistan as a part of Operation Enduring Freedom. Jay started working for Direct Appliance in 2012. Jay worked as a part of the delivery crew for 6 years and then transitioned to the sales floor. He is now currently our sales manager. Outside of work, you can find Jay in the gym or on the golf course. He also enjoys spending time with his wife Rachelle, their son Brooks and their two dogs, Bear and Major.
Jon Fisher
Owner Operator
Jon spent several years honing his skills in the automotive industry before transitioning into the appliance business. With a deep understanding coming from the values of small-town life, Jon combines a strong work ethic with a passion for providing top-quality products and exceptional service to the local community. Outside of work, Jon loves spending time with wife and kids, especially during the summer, when you can find them outdoors enjoying the beauty of Iowa’s landscapes. For Jon, building relationships with customers and being part of a close-knit community is what truly makes the business rewarding.
Jared Ridder
Owner Operator
Jared was born and raised in the Cedar Valley. He graduated from Cedar Falls High School in 2015. After graduation Jared got a Bachelor's Degree in Business Management from The University of Northern Iowa. He has been employed at Direct Appliance since 2017 and has transitioned into many different roles. Jared is experienced in installation, sales and appliance service. Outside of work, Jared enjoys spending time with his wife Maggie and their dog Max. If you have any appliance needs, feel free to ask for Jared.
Cody Weber
Installation Manager
Cody grew up in Cedar Falls and graduated from Cedar Falls High School in 2010. He started working for Direct Appliance in 2017 as part of our delivery and installation team. He is currently our Installation manager. Cody is also a part of our sales team and works hard to ensure every customer has a great experience from sales through delivery. In his free time, Cody enjoys spending time outdoors, fishing, boating and enjoying time with his wife Megan, their daughter Reese and their dog, Dallas.
Trevor Fisher
Sales Staff
Graduated from Cedar Falls high school, Trevor spent over 3 years installing appliances, gaining hands-on experience and a deep understanding of how everything works. Now, he’s excited to help customers find the perfect appliances for their homes. When he’s not assisting with appliance needs, Trevor enjoys spending his free time outdoors, whether it’s hiking, hunting, or just soaking in nature. He’s dedicated to making every customer’s appliance shopping experience smooth and easy.
Iziah Nutting
Sales Staff
Iziah grew up in a small town and has always valued the sense of community that comes with it. Since 2021, he has worked in the sales department at Direct Appliance, where he enjoys helping customers find the best products to meet their needs. Outside of work, Iziah is deeply family-oriented, spending quality time with his wife, Abbey, and their son, Crew.
Brittney Morgan
Service Coordinator
Brittney was born and raised in the Cedar Valley and graduated from Cedar Falls High School in 2008. Since 2021, she has been working in the service department at Direct Appliance. Outside of work, Brittney enjoys spending quality time with her husband, Robert, and their children, Taylor, Addison, and Sophia. She loves being outdoors, whether it’s kayaking or spending time with her animals, making the most of every moment with her family.
Carter Haddeman
Service Technician
Carter is a dedicated professional with nearly three years of experience in the appliance repair field and has a strong passion for building lasting customer relationships. Alongside his technical skills, he takes pride in providing personalized service that ensures customer satisfaction. Outside of work, Carter is a proud father to his daughter. Balancing family life with his commitment to delivering reliable, high-quality repairs makes him a great asset to the Direct Appliance team.
Tanner Keough
Service Technician
Tanner spent most of his childhood growing up in Cedar Falls, where he graduated in 2020. In 2021, Tanner began his journey with Direct Appliance as a member of the delivery crew, where he worked for 3 years before transitioning to his current role as a service technician. Outside of work, Tanner is passionate about the outdoors, enjoying activities like hunting, fishing, and camping. He also loves spending quality time with his friends, family, and his dog, Otis. Tanner is a valuable asset to the Direct Appliance team, known for his ability to balance both his personal and professional life, He is dedicated to fostering strong relationships with customers and takes pride in delivering personalized service that serves custome satisfaction.
Established in 2000
Knowledgeable Dedicated Employees
100% Customer Satisfaction