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Industry Mourns Passing Of Len Tweten, Magnolia Audio Visual Founder

Consumer Electronics Hall of Famer passed away at 94

Editor’s Note: This article is a reprint of the obituary for Len Tweten publised in The Desert Sun. TWICE expresses our condolences to the Tweten family.

Len Tweten, Founder, Magnolia Audio Visual

Nearing his 89th birthday, Len Tweten decided it was time for a new motorcycle. He had his eye on the newly reissued Indian Scout, so he bought the bike, hired a coach and trained at Cathedral City Motocross. The decision, at his age, was emblematic of a man who lived according to the famous phrase of a man he idolized, Winston Churchill: “Never, never, never give up.”

As of the 2010 census, the town of Hamberg, North Dakota had a population of 21. Len was born there on May 9, 1927, to Lillian Halverson, Swedish, and Leonard Tweten, Norwegian. He delighted in his Scandinavian heritage for the rest of his life, often punctuating his speech with “Oofta Meg da,” a Norwegian expression of surprise. The family lived in a one room cabin without electricity or running water, with the proverbial Sears catalog in the outhouse. Along with younger brother Del and sister Lavone, the family would move to Devils Lake, another small town in North Dakota, where Len remembered happy childhood years. Seeking work during the Depression, Len’s father moved the family to Seattle, where Leonard Sr. would become a skilled finish carpenter. Len struggled through high school, and the principal called him into his office one day during his junior year for some sage advice. “Len, it appears you won’t amount to much, why don’t you consider joining the Navy?” So he did.

He was stationed on a fire-fighting ship in the Pacific, received an honorable discharge and returned to Seattle. Len soon met a dark haired Irish American nurse, Eileen Dermody, who would become his wife. They remained married for over fifty years. Eileen helped Len finish his education, supporting him during his years at the University of Washington, where he graduated with a degree in accounting. It was Eileen’s father, a modest plumbing parts salesman, who would introduce Len to his life-long passion, the stock market.

Although Len considered his graduation “a miracle,” he was soon hired as an accountant for Seattle building contractor, Gene Conger. Gene, whom Len credited as his mentor, saw the unmistakable talent, and offered to put Len in business with a 500′ store in the Magnolia District of Seattle. “And what should we sell?” Len asked. Gene replied “Well, how about cameras and some greeting cards.” In 1954 Magnolia Camera and Stationers was born.

Len and Eileen, with her father’s help, would soon buy out their partner Gene. Len concentrated on the business, happily working seven days a week, while Eileen devoted herself to a growing family of two sons and two daughters. Aware of the burgeoning music scene of the 60’s, Len decided to add a newly developed compact stereo system to his inventory. The daily crowd of college students fixated on the new sounds was hard to ignore, and without hesitation, he re-christened the store Magnolia H-Fi. He sold all his greeting cards for a penny a piece, counting out the change himself to his customers. It was now Magnolia Hi Fi. As Len liked to say “I caught a wave.”

Into the 70’s Len would ride that wave of music and stereos, expanding Magnolia Hi-Fi to two stores, then three, and eventually eighteen retail locations in the Pacific Northwest. Early on Len had approached a local bank for a loan and was denied credit. He never asked again and never took a loan. He never had a mortgage. He wanted only the best service and equipment for his customers and he traveled the world to find it. He was the first in the industry to showcase international design with components from Bose and Bang & Olufsen. But when Len was happiest on the sales floor greeting all who came through his doors with, “Can I show you something new?” With his older son Jim now working alongside him, Len added television to the store’s stock, pioneering the concept of “home theater.” By the 80’s, a remarkably successful Len was advised by his accountants that he should consider tax shelters. Len said “Nah, I’ll just make more money.”

Magnolia Audio Visual had achieved a reputation as the best electronics retailer in the nation, attracting impressive suitors for a buy-out and In 1988, Magnolia was sold and incorporated into Best Buy. “All cash,” Len would always say with a big smile.

Len enjoyed riding his Harley Davidson at the family home in Sun Valley, skiing with his children and grandchildren in the winters and vacationing in Hawaii. In 2013, Len, along with son Jim, would receive the highest honor in their field: induction into the Consumer Electronics Hall of Fame for their contribution to the industry.

After Eileens death in 2010, Len began, at the age of 82, a new life with Rebecca Rutledge, a native Californian, and they married in 2011. In 2015, they would honeymoon in London and renew their vows in Paris, his first trip there. In addition to their home in Palm Desert, they summered in Monterey where Len would play golf at his beloved Pebble Beach and surrounding clubs. Len was also happy to be an early member of Big Horn and The Madison Club and others. He loved his friends, family, cars, music, golf, and in his last years, home life with his wife, dog Charlie, and their devoted Karla. He remained an avid and skilled investor each and every weekday of his adult life.

His dear friend John Sato encouraged Len to start a charitable foundation. Of all his accomplishments, Len was most proud of The Tweten Foundation. Len and Rebecca found joy in supporting Eisenhower Health, Big Horn BAM, The Desert Cancer Foundation, SPCA Monterey and many others. “Doing good” is what he called it. Shortly before his death at home on May 18, he told his wife Rebecca “I’ve never been happier in my life.” He celebrated his 94th birthday with granddaughters Lauren and Kristi surrounding him with love and laughter.

To know Len Tweten was to know he was part Forest Gump, part Warren Buffet, part Rockstar and all Len Tweten. He responded to every form of beauty innocently and without judgment. Most significantly, Len was that rarest of men: both wonderfully successful and relentlessly humble, generous and grateful for every opportunity given him. He never hesitated and he never rushed and never, never, never gave up…

Len Tweten was predeceased by his first wife Eileen, his two sons Scott and Jim, grandson Jamie, and brother Del. He is survived by his wife Rebecca, sister Lavone (Chuck) Layman, daughters Janet (James) Houston, and Nancy (Terry) Crowe, four granddaughters, one great granddaughter, and half-sister, Annemarie (Peter) Wick.

A private memorial will be held in the fall to celebrate the life of Len Tweten. He lived the American dream and loved life deeply. In lieu of flowers, a donation to the afore-mentioned charities in his honor will be received with gratitude by the family.

See also: Magnolia Hi-Fi’s James Tweten Dead At 69