Hays, Kan.— “Diversity is the key to our success,” said Don Bickle Jr., third-generation president of Warehouse Inc., a Federated Auto Parts member celebrating its 75th anniversary.
“Last year was our strongest year in company history, and even with the downturn nationwide that took place, we are still are on track to have our second-best year in 2009,” he said.
Bickle said he attributes much of the success in 2008 to the booming oil industry. As oil jumped to $150 a barrel, every oil drilling outfit in Kansas was punching holes and running every piece of equipment in the fields, he said.
It wasn’t just the oil industry however he said, it was culmination of all industries being strong at the same time.
“All eight cylinders were hitting last year,” he said. “Ag was good, automotive was good, and oil really stuck out more than the others.”
As the price of oil dropped in 2009, Bickle said he has seen a drop in business devoted to that industry, but he has seen an increase in other markets, specifically the automotive repair industry.
“Rarely are all three markets down,” he said. “Typically, if one is down, another is up and vice versa—that is the benefit to our diversity.”
By stocking $5 million in parts for a variety of industries, Warehouse Inc. can help its independent jobbers grow in their respective communities, Bickle said.
“We will help them get business in other markets,” he said. “We have been able to help our Federated stores by making a wide range of products available to them. Nobody else offers that kind of diversity.”
It is not all about the diversity, though, Bickle said, adding that involvement with programs such as Federated Auto Parts and Independent Distributors Cooperative USA (IDC-USA) has assisted Warehouse Inc. in reaching its full potential.
“If it weren’t for those relationships, we probably wouldn’t be half the size we are, and we would probably just be limping along,” he said. “Those programs are so strong that it doesn’t matter who would open up the doors next store because with those programs in place, we can compete with anybody in the market.”
Through those programs, Bickle said Warehouse Inc. has grown tremendously. What started as a warehouse developed in the 1960s to work with its company-owned jobber stores now services more than 100 independent jobbers throughout Kansas—40 of which use Warehouse Inc. as their primary supplier.
Of the 40 jobbers for which Warehouse is the primary supplier, most fly the Federated flag, Bickle said, which offers the independent jobbers strength through national advertising and marketing campaigns, along with a car care program that provides installers with the tools necessary to be successful, he said.
“Federated was designed as a program distribution group,” he said. “Federated founder Art Fisher said it is one thing to pool everything together for purchases, which is important, but you have to have programs to help people take them to market from the warehouse to the jobber to the car care professional.
“We want to build brand recognition, but we want to do it on quality, trust, and value,” he said. “That was Fisher’s philosophy--a complete program all the way through.”
Bickle was recently the recipient of the Art Fisher Memorial Award—presented to a Federated member who has demonstrated tremendous dedication through leadership and support of Federated’s programs.
“Fisher had the reputation throughout the industry that if he gave you his word, it was gold,” he said. “Having the opportunity to work around him for 20 plus years meant a lot to me, and receiving that award meant more than any other awards I have ever received.”
Bickle’s father, Don Bickle Sr., is still involved with Warehouse Inc. and is chairman of the Board of Directors, his son said. And, it appears that Warehouse Inc. will continue onto the fourth generation. Both Don Bickle Jr. and brother Tim Bickle have sons who are currently involved in the business.
To help in the celebration of Warehouse Inc.’s 75th anniversary, Federated spokesman and racer Ken Schrader will be in Hays to meet area customers and race that evening at RPM Speedway.
