About Us

About Us

Our Story

Direct Appliance is your appliance expert and is proud to be serving Cedar Falls since 2000 and have grown to 10 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, Electrolux, Viking, Fisher & Paykel, Speed Queen and Samsung 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.

Staff Bios

Karl Morehouse - President/Owner

Karl started in the appliance business in 1981 as a service tech for Bob’s Appliance, and from 1986 to 2000 worked for Smitty’s Tire and Appliance. On April 10th, 2000 Karl became co-owner of Cedar Falls Appliance, and after one year he bought out Bob’s Appliance were he first started his career. Now, having over 36 years in the appliance business he is proud to be behind a great company. Direct Appliance has a great crew that are not only there to help you during the sale but after the sale as well, with two full time service techs Direct Appliance can take care of all your appliance needs. Stop by and see us, you will be glad you did!


Thomas Ridder - Owner / Sales Manager

Tom has been in the appliance business for over 20 years .Tom got his start in the appliance business in 1994 doing appliance delivery for Smittys Tire and Appliance. In 2000 He became co owner of Cedar falls Appliance . A year later they moved to a new location and changed the name to Direct Appliance. Stop in and see Tom for your new kitchen are laundry needs.