Daily News
From Home Furnishing Business
New Deal Furniture in El Paso to Close After 78 Years
October 1,
2025 by Karen Parrish in Business Strategy, Industry 
Family-owned New Deal Furniture El Paso, among the oldest and most respected furniture stores in the area, will close its doors forever, marking the end of a significant chapter for the independent retailer.
Owner Juanita Falvey has partnered with leading furniture promotional specialists Planned Furniture Promotions (PFP) to oversee the store’s final sale event and ensure a smooth conclusion to New Deal Furniture El Paso’s operations after more than seven decades of service to the Borderland community.
“We’re grateful for the opportunity to help New Deal Furniture El Paso with this monumental sale,” said Tom Liddell, senior vice president of PFP. “Our team is committed to ensuring the event reflects the family’s enduring reputation in the community.”
New Deal Furniture El Paso was founded in 1947 by Henry A. and Magdalena Silva as New Deal Mercantile, a general store that carried everything from groceries to kerosene heaters and catered to a large farming community. In the late 1950s, the Silvas’ son-in-law, Robert V. Falvey, joined the business.
With their approval, Falvey added a furniture annex, setting the stage for the company’s evolution into a full-service home furnishings retailer. Falvey later became president of the family-owned and operated business and, with the help of his children, guided the company’s growth for nearly five decades until his passing in 2014. Today, the store continues under the leadership of Falvey’s wife, Juanita Falvey, who continued the family tradition of quality products, fair prices, and attentive service.
As the Borderland community grew over the past seven decades so did New Deal Furniture El Paso. Starting with its original store on Alameda Ave., the company opened a second location in 1991 — a 64,000-square-foot showroom on Gateway East, where it operates today.
Together with its 50,000-square-foot warehouse, these facilities allowed New Deal Furniture El Paso to become known as the place “where smart furniture shoppers shop”, serving customers throughout El Paso, the Borderplex, New Mexico, and beyond. Equally important has been the family’s commitment to giving back, from helping establish the Falvey Silva Senior Center in Ysleta to supporting the El Paso Opera and local charities and churches.
New Deal Furniture El Paso begins its going-out-of-business sale October 2. The showroom will be available for sale or lease along with a 50,000-square-foot warehouse. For more information on the liquidation sale, visit www.newdealfurniture.com.