Veterans Day

We celebrate Veteran’s Day with respect and gratitude to the Veteran’s and active Service Members. We also celebrate it in continuing the heritage of our founders, Benny and Joe Friedman, and love of country, respect for the Veteran’s who give us the freedoms we enjoy.


Benny and Joseph Friedman started the business with $4,000 in savings that they gained from their Army pay during World War II. They used the collective money to create a “New and Used” store that also would buy and sell scrap, a big need in the post World War II economy. With the veteran discipline instilled within them, the Friedman brothers turned their “New and Used” store into the hardware retailer that it is today. Veterans and the military are so ingrained in our existence that Friedman’s is also a consistent participant in the Veteran’s Day parade right here in Petaluma. At Friedman’s we don’t see Veteran’s Day as just a convenient, marketable part of our history. The service and sacrifice of our soldiers is interwoven in WHO we are as a company.

And because of our identity as a veteran founded, service oriented company. We are beyond grateful for the sacrifices of the veterans that came before us and will come after us. Freedom comes at a cost. The service of our military allows us the freedom to continue to operate the way we do.

That service and military experience is in the DNA of Friedman’s and frankly, is what inspires us to continue to serve as many people in the community as possible. These lessons were passed down to us from the servicemen and women who first taught Benny and Joseph. And that commitment to duty and service is not lost on any member of Friedman’s today – it is passed down from our leadership, to every single member working in our stores. So from the bottom of our hearts, we just want to say thank you to our Veterans – Friedman’s wouldn’t be Friedman’s without you. Happy Veteran’s Day.


Fun fact – Petaluma’s Veteran’s Day Parade is the largest Veteran’s Day parade in Northern California, and this year is no exception. We’ll be there at 1 pm and will be giving away free flags. The flag was important to Benny and Joe and that’s why at each of our stores we have the largest flag and pole that we were allowed to install. In honoring our tradition we are handing out flags at the parade and encourage you to wave them and celebrate with us. Can’t wait to see you there!

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Friedman's Home Improvement proudly services all of the North Bay with convenient locations in Santa Rosa, Petaluma, Sonoma, and Ukiah.

Mon thru Fri 6am - 8pm
Sat 7am - 7pm
Sun 8am - 7pm

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