In 1883, Philo Woodruff Goodrich started the Goodrich Furniture and Undertaking business in Durand. In the late 1890’s, Finley W. Goodrich, son of Philo, received a license in undertaking from the Eckels College of Embalming in Philadelphia and returned to Durand and became a partner with his father.
Finley was elected mayor of the city of Durand in 1918, he died while serving his second term as mayor in 1920. After his death, his son Robert W. ran the company until his death in 1940. Philo, another son of Finley, returned to Durand and ran the business until Robert F., son of Robert W., graduated from the Wisconsin Institute of Mortuary Science in Milwaukee and joined the family business. Robert F. operated Goodrich Furniture in Durand and Pepin, along with Goodrich Funeral Home in Durand.
Robert’s son Richard J. after years of helping his father joined the family business in 1985 following his graduation from the University of Minnesota School of Mortuary Science. Robert F. died in 2004. His son Richard continues to operate the funeral home in Durand, making him the fifth generation of Goodrich’s serving in the area.