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Jordan’s Furniture adds ropes course in Reading

An advance look at the ropes course at Jordan’s Furniture in Reading.Jordan’s Furniture

Jordan's Furniture -- whose primary business, the company says, is still selling furniture -- will unveil a ropes-and-zipline course at its Reading store this weekend.

The retailer, known for its commercials featuring chief executive Eliot Tatelman and its decidedly non-furniture related attractions such as an IMAX theater and an ice cream shop, has installed an "adventure ropes course" called Beanstalk at its Reading store.

"Beanstalk is taking indoor entertainment to another level. Literally!" Tatelman said in a statement. "I can't wait to see our customers' faces when they walk in our store and see Beanstalk."

The course includes two levels of ropes and platforms. It is 32 feet high and includes a 69-foot zipline and costs between $10 and $12. The store also includes a smaller course called Beansprout for kids under four feet tall, which costs $6.


From Friday through Sunday, the first 20 people lined up each day will get to use the ropes course for free.

Jordan's, which currently has five stores, is planning a sixth location in New Haven, Conn., according to Heather Copelas, a company spokesperson. She declined to provide additional details, such as a date for the store's opening. Jordan's is owned by Warren Buffett's Berkshire Hathaway Inc.

Jack Newsham can be reached at jack.newsham@globe.com. Follow him on Twitter @TheNewsHam.