Bronner’s CHRISTmas Wonderland: Family Owned and Operated

Bronner’s First Generation

As a young man, Wally Bronner discovered the JOY of CHRISTmas was big enough to celebrate all year long. And so the Bronner family has owned and operated Bronner’s CHRISTmas Wonderland, the World’s Largest Christmas Store®, for three generations. Indeed, what started in 1945 with the young sign painter/decorator grew from a flickering flame to an electric-light-fueled Christmas extravaganza. (For more about the early days, see “Art Was Bronner’s Start.”) Now led by the second and third generations, the wonderland continues to bring Christmas cheer to families around the world.

Bronner’s CHRISTmas Wonderland: Family Owned and Operated for a Second Generation

Before long, Wally Bronner’s Christmas decorations business grew like Santa’s list and was bulging at the seams in three downtown locations. Subsequently, he realized the store needed to be consolidated under one roof at a location that would allow for growth. So on a 45-acre site on the south end of town, Bronner’s CHRISTmas Wonderland opened its Christmas-red doors June 8, 1977.

In 1981, Wally and Irene appointed daughter Carla assistant general manager at Bronner’s. She continues to serve as vice president today. Shortly thereafter in 1983, son Wayne Bronner joined the staff as assistant general manager. What’s more, Wayne continues to serve as president today. After that, daughter Maria Bronner Sutorik joined the Bronner management team in 1989 where she continues to serve as vice president.

Bronner’s Third Generation

Similarly, Dietrich Bronner, son of Wayne and Lorene, joined the business as product development manager in November of 2008. His entry marked a milestone with the introduction of the third generation into the management of the family business. Dietrich enjoys working with the team to design ornament and souvenir art along with other new products.

Just this year, on Thursday, February 12, Dietrich presented the keynote address at the Stevens Center for Family Business at Saginaw Valley State University Member Dinner and Afterglow. The event took place at SVSU. 

Dietrich shared the history of his third-generation family business and how it has flourished for 80 years. He discussed his role from various perspectives and provided insight into the business culture and the impact of his grandfather Wally Bronner, founder of Bronner’s CHRISTmas Wonderland. In addition, Dietrich shared what drives him as a leader and his passion for culinary arts. 

Dietrich (right) is pictured with moderator Dan Handley of Handley & Associates, Dale Carnegie Training & Consulting, for the fireside chat portion of the program. 

Designing Exclusive Ornaments for Bronner’s CHRISTmas Wonderland: Family Owned and Operated

Accordingly, Dietrich’s duties at the family owned and operated Bronner’s CHRISTmas Wonderland include designing exclusive ornaments with the ornament design team. Bronner’s has worked with a European ornament manufacturer for three generations to bring a variety of designs to life. Shop these exclusive ornaments and mark memories and milestones this Christmas!