The brown sign with the orange and white lettering hanging above 2737 Webster Ave. in Bedford Park nearly says it all: “Webster Wallpaper, the Largest in Stock Selection of Wallcoverings in the U.S.A. at Discount Prices.” But, after nearly six decades of doing business in the Bronx, their selection and prices are only half the story.

Walk through the front door and prepare to be met with a smile. Immediately, the voice behind the counter beckons from the right. “Good morning,” it says. “How you doing today?” “Not bad,” is the reply. “Is Ed around?” Moments later Edward Nerenberg, the store’s owner, arrives in true mom-and-pop fashion, emerging from a back room ready to tend to any need. Try that at Home Depot.

Unlike the sign adorning the façade, this scene is not unique. Rather, it has been the norm through two generations. And with a recent boost from a major brand name supplier, the family store may have just ensured its success for future generations.

It all started when Nerenberg’s mother, Tessie, now 95, founded the business in 1950. A recipient of the Bronx Chamber of Commerce’s “Pioneer Woman” award more than 20 years ago, she has watched her business grow and expand to become the one-stop resource for interior wallcoverings it is today. Under her son’s leadership, the 5,000-square-foot facility carries the full line of Benjamin Moore paints along with an astounding array of wallpaper, designer wall coverings, applicators and window blinds.

To Nerenberg, this surplus is one of the many advantages his store has to offer. The wide variety of products available on location – from cartoon character wallpaper to custom-mixed paint (they say they can create any color imaginable) — means extra shipping charges and restocking fees can be eliminated, he explained.

“We have such a large stock, we can turn the savings over to the customers,” Nerenberg said.

But savings means nothing if the end result fails to meet the customer’s desires. Nerenberg ensured that through a step-by-step consultation, he and his Benjamin Moore-certified staff can guarantee customers will walk out feeling satisfied.

Picking paint is so much more than just choosing a color, he explained. It involves deciding on the right primer, the right gloss, and even the right wallpaper, so that, in the end, all the colors and textures in the room come together. To make sure customers are happy, “we’re going to coordinate everything,” he said.

“We have a tremendous amount of pride and care in dealing with customers,” said Nerenberg, who attributes his store’s good customer relations to the fact that it’s family owned and operated. That mom-and-pop aesthetic keeps them coming back, he said. “We have multi-generational return customers,” said the proud owner. “You’d be surprised just how many times you hear customers mention the phrase, ‘I remember coming here with my parents.’”

Backing up that claim was Fran Giallorenzi of Riverdale, who said she remembered going to Webster Wallpaper as a child with her mother. She said she returns for the customer service. “They talk to you,” said Giallorenzi. “You walk in the door and someone comes right over and talks to you. They care about you.”

Nerenberg could not be more pleased with that type of customer response. “The best advertisements are word of mouth,” he said. And according to Kevin Granger, who stopped by to pick up a can of paint, it’s incredibly effective. “It came highly recommended,” Granger said. “The service is superb. The place has been here forever.”

And Nerenberg wants to make certain that Webster Wallpaper is here to stay. This September, his store became a Benjamin Moore Signature Store, undergoing an interior remodeling to complement and show off its full line of Benjamin Moore products, which are considered tops in the business. “The signature store, I like to say, is a lifestyle,” he said. Technically, the signature store creates an enjoyable shopping experience that’s also “locally owned and operated by a member of your community,” according to Benjamin Moore’s Web site.

But what about the store’s claim to fame, emblazoned on its sign? “It’s ancient history,” Nerenberg said. “It dates from when we were the largest Wall-Tex supplier in the country.” Today, the only fame Webster Wallpaper is concerned with is within their community, among their customers. “Remember, you can advertise all you want, but you don’t stay in business this long on claims alone,” he said. We’re “a 60-year-old company that does business the old fashioned way.”

Ed. Note: Webster Wallpaper is located at 2737 Webster Ave. in Bedford Park, between East 195th and East 197th streets. Free parking is located across the street. For more information, call (718) 367-0055.