WE HAVE A HISTORY 
WITH OUR CUSTOMERS
Generations of Service 
You Can Depend On

The Fourth Generation was established in Harlan in 1974, but our retail tradition began four generations ago in Council Bluffs, Iowa. Owner Marty Beno Burchett is a descendant of pioneer merchants who operated Beno's Department Store. If you have lived in Southwest Iowa all of your life, that means that Marty's family traded with your parents, grandparents, and great grandparents. When we say "generations of service you can depend on" we really mean it! Like many family-owned department stores Beno's is only a memory, but The Fourth Generation is a vital retail business in Historic Downtown Harlan. 

A contemporary collection of women's fashions coupled with old-time customer service makes this store a destination you won't want to miss.

Beno's Department Store, Council Bluffs, Iowa (C.1960)       Owner Marty Beno Burchett

Beno's Lamson Cash System
Many customers ask me about the Beno's Cash system.
We are going to build a page featuring the Lamson cash system at Beno's.
You may have a story, experience, or picture of the Beno's Lamson System.
If so, please call or write Marty regarding your information.
Go to our "Contact Us" page for contact information.
                                                     Marty