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(414) 727-0600



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The Sell It Now Store - Auction House, Jukebox, Pinball, Vintage Stereo Gear
Visit us Saturdays from 9 AM -1 PM for a free evaluation of your item. You can also email photos or call (414) 727-0600 for more information

Recently Sold
1986 World Series Boston Redsox Baseball
The Boston Red Sox won four World Series in the eight years Babe Ruth played on the team. They sold Ruth to the New York Yankees for $125,000 and a $300,000 loan because Boston's owner Harry Frazee needed the cash to invest in a new play on Broadway. As noted since the cash transaction, Boston's inability to win a single World Series Title has been attributed to The Curse of the Bambino.

Who could forget the infamous Bill Buckner error in game 6 of the 1986 world series? That error is without a doubt the most devastating and costly error in World Series history....(more)




We specialize in successfully selling worldwide for top dollar.
Do you have a classic Corvette or Hemi Challenger, vintage Fender Stratocaster guitar, Wurlitzer jukebox or McIntosh Amp you are thinking about selling? Our strength comes from over 16 years of experience selling through the worldwide auction and brokerage market using many different sales venues. We are a Wisconsin licensed auction company and understand the items we sell, the global market and how to sell your item for top dollar.

The consignment process starts with a professional valuation to determine the potential market value and demand for your item. After the auction concludes or the sale is completed, we will collect and validate payment, professionally pack/ crate / containerize and ship the item to the winning bidder or buyer worldwide.

The Sell It Now Store® has an "A+" Better Business Bureau rating and are a BBB Accredited business. We are also fully insured and bonded. Whether it is an estate, collection or a single item, we auction, buy, consign, sell, broker, and appraise your collectibles and valuables. Call us today for for a free, no obligation consultation at (414) 727-0600.
Convenient Location
The Sell It Now Store was founded in 2006 and services Wisconsin, Illinois, Iowa, Michigan, Minnesota and much of the USA. We are conveniently located at 2315 Badger Drive, Unit 1, Waukesha, WI 53188 and open to the public on Saturdays from 9:00 AM - 1:00 PM for free advice, valuations and potential consignment of your antique or collectible items. Please call ahead to ensure availability whenever possible.

What We Sell
We successfully sell single items or entire collections that include:
  • Vintage Classic and Muscle Cars, Trucks, Motorcycles or Collections, Gas Pumps, Automobilia, Petroliana, Porcelain Neon and Other Advertising Memoriabilia.
  • Vintage Advertising Signs, Antique Coin Operated Arcade Machines, Slot Machines, Pinball Games,
    Trade Stimulators, Music Boxes, Vintage AMI, Seeburg, Wurlitzer, Rock-Ola Jukeboxes, as well as Jukebox Collections
  • Older McIntosh, Marantz, JBL, Altec, Klipsch, Western Electric, RCA and other Stereo and Audio Gear, Record Collections
  • Vintage Gibson, Fender, Gretsch, Mosrite and most other vintage Guitars and Amplifiers
  • Older Professional Quality Musical Instruments including Saxophones, Banjos and Drum Sets
  • Herman Miller, Knoll and Other Mid-Century Designor Furniture
  • Gold and Silver Coins, Rolex and other Designer Watches & Jewelry, Sterling Silver Flatware
  • Tiffany and other Antique Electric Lamps & Lighting
  • Real Estate Auction or Brokerage Services
  • Brokered Auction Sales of Fine and Decorative Art Collections
  • and much, much more
  • We Auction, Buy, Consign, Sell, Broker and Appraise Items using multiple venues and partners

Upcoming / Previous Auctions & News from Sell It Now Store


SOLD - 1968 Playboy bedroom set up for sale from Lake Geneva Playboy Club 1/7/2022

The Sell It Now Store is offering this rare 1968 Playboy bedroom set from the Lake Geneva Playboy Club. It includes a round bed, mid-century modern styling and is complete with the original artwork, table, nightstands and lamp. This bedroom set is from the original Lake Geneva Playboy Club, which opened in 1968 and has been the Grand Geneva Resort and Spa since 1993. Our pre-auction price is $4000 or best offer and would like to see it go to a good home. Call our auction house at (414) 727-0600 for more information or to make an appointment to view this set.

We would also like to thank the Lake Geneva Regional News for a feature article on this unique bedroom set. Below is the link to the article: https://www.lakegenevanews.net/news/local/playboy-bedroom-set-up-for-auction-from-1968-lake-geneva-playboy-club/article_c04a3b06-53c2-5256-9cd3-9ae1db07bf4c.html#tracking-source=home-top-story





Unearthed - RARE 1953 Corvette 12/21/2021

A few months ago, we had the chance to unearth a real 1953 Corvette. This is the first year of the Corvette with 300 produced and probably 100-150 that still exist. They are considered iconic in the Corvette world and very scarce. This vehicle was purchased years ago in the current modified state. It has a non original 327 and Muncie 4 speed and has been stored since the 1970s. It was located in an unlocked garage SE Wisconsin and now safely in the owner's shop. The owner is nearly 80 years old and has decided to let the next person recondition or restore the vehicle. Through Sell It Now Store, we are starting at $125,000 or reasonable offer.

What a cool piece of Corvette history and a very rare car. Enjoy the photos below. Call our auction house at (414) 727-0600 for more information or to make an appointment to view this vehicle.




Charity Auction - Annual Milwaukee G3 Holiday Bash and wishforourheroes.org with George Hill and Friends 12/19/2021

We were honored to participate along with Gerlach Auction Co. last night in Thiensville, WI with George Hill and his teammates from the Milwaukee Bucks for their first Annual Milwaukee G3 Holiday Bash and wishforourheroes.org.

This event was for a very important cause - to help local military families struggling with basic needs. The charity auction had some amazing items and we even helped The Milwaukee Bucks owner Marc Lasry auction an item off on stage. There were also many military families represented at the event including the family of Lance Cpl. David L. Espinoza who died serving our country in Afghanistan in August of 2021. It reminded us of the huge sacrifice military families make to protect our freedoms and way of life in the USA.

We hope to help next year for this important cause. If you are interested, please follow the link to donate to wishforourheroes.org Your help is greatly appreciated by all.




Online Guitar, Amplifier, Musical Instrument and Music Memorabilia Auction 8/4/2021


The Sell It Now Store offered this outstanding auction of fine vintage guitars and amplifiers, signed record albums and music related memorabilia, accordions and concertinas and much more. Featured guitars are a 1969 Gibson Trini Lopez ES335, 1980 Gibson Flying V and a wide assortment of Gibson Les Pauls, Fender Stratocasters, Gibson SGs and more. We also featured rare Jet and Stradivarius concertinas, Fender and other tube guitar amps. Below is the link for auction information:

https://www.proxibid.com/The-Sell-It-Now-Store/Vintage-Guitar-Music-Memorabilia-Estate-Auction/event-catalog/204356





Recent Auctions

In May, 2021, Sell It Now Store partnered with Gerlach Auction Company to present the lifetime collection of Milo H. Sillman breweriana items. Below are photo exerpts from the sale.





In December, 2020, Sell It Now Store partnered with Gerlach Auction Company to present the Michael Penn Estate. Below are photo exerpts from the sale.







Best Newpaper Coverage Ever- Front Page Milwaukee Journal Sentinal - Superbowl Sunday
JS Article

Other Coverage
Great article in Exclusively Yours Magazine


Photo Gallery - Previous Auctions & Sales