East Coast appliance is the largest independent dealer in Virginia with two locations, Laskin Road in Virginia Beach, Battlefield Boulevard in Chesapeake and will be opening a 3rd store in Newport News on Jefferson Ave.

Each superstore carries most well-known home appliance brands, including: Frigidaire, Thermador, Bosch, Maytag, Jenn-Air, Fisher & Paykel, Hotpoint, GE Profile, GE Monogram, Icon , Electrolux and Viking. Operating under the slogan The Discount King, East Coast is known for their frequent sales and aggressive discounting designed to compete for business with big box stores such as Sears, Lowe’s and Home Depot.

Rob Nicholson, president and owner of East Coast Appliance explains, “What sets us apart from our competitors is our huge selection of almost every major brand, our everyday low prices and the fact that we’re local, so you have real people to talk to if any issues come up.”

The local chain was founded by owner Rob Nicholson after he left the U.S. Navy in 1988 and started a small appliance retail sales and service operation. The business quickly grew to include retail locations in Virginia Beach, Norfolk and Portsmouth. In 2005 Nicholson opened the Laskin Road superstore in Virginia Beach with more than 40,000 square feet of space for sales and inventory. The new store was an immediate success and Nicholson began closing the smaller stores in order to focus on his proven superstore concept. The Chesapeake location opened in 2006 and followed this same model.

East Coast Appliance carries more than $2,000,000 of in stock appliances, including an extensive scratch & dent section.