Diversification key to Leeper Hardware's success
65th anniversary celebration set this weekend
As Leeper Hardware celebrates its 65th anniversary this weekend, owner Lisa Williams says the business has come full circle – finding new ways to attract customers and serve the community.
It’s a strategy that R.J. Leeper – Lisa’s dad and founder of the business in 1949 – would agree with fully.
For the kind of diversification that has brought Leeper Hardware success today was the same he used many years ago.
“Dad used to sell everything from appliances to guns to hardware,” said Lisa Williams, who has operated the Jefferson City store since before her dad’s death in 1995. “Specialty stores drew business away, but these days we have come full circle to return to the store that offers almost everything you need in one place. If we don’t have it, we’ll be glad to order it.”
R.J. Leeper began his business in the old Firestone building on Main Street in 1949. He expanded to the old post office building and later to the Trentham grocery building. It was a family business, with R.J.’s wife, Mary, helping out. After her husband’s death, Mary owned the store and helped out when she could until her death in 2005.
Lisa and her brother Terry virtually “grew up in the hardware store.” She recalls with a smile the times she got off of the school bus downtown. “I would run to the store where I learned the cash register and counted change back for customers. We sold color TVs long before they were in every home.”
R.J. Leeper had the hardware and a building supply, but even within the hardware he diversified –carrying appliances, TVs and stereos. He even had a toy store at Christmas.
“It wasn’t just one thing,” said Lisa. “And I think that’s what we’re seeing and learning from our past history, that you have to do that.”
Harold Watson and Sarah Hicks, both long-time Jefferson City residents, remember visiting the store as youngsters. “I went with my daddy because he said that Mr. Leeper will have what we need ... he has everything. He would disappear and return with just what daddy needed,” said Hicks. Watson was 10 years old when he went to Leeper Hardware. He remembers that Mr. Leeper was very nice, and has fond memories of the “old-timey nickel Coke machine.”
Lisa Williams said her dad loved people, adding “I think that’s something we do. And I hope we treat people like family, because we’re community.”
“We are Christian business owners who are a witness to our beliefs,” added Brian. “We want to serve our community and show our customers that they are the reason that we are here.”
The store moved to the current location at 108 East Broadway in 1980. It benefitted from the higher traffic flow, and a remodeling project that totally reworked the building in 1997-98.
“What was amazing is that we stayed open during that time. It was a bit overwhelming, but I think it was well worth it. People were very patient with us.”
Besides traditional hardware items, Leeper’s now sells appliances, cabinetry and decking. The store also has electrical supplies, paint, keys, windows, and doors ... and repairs such items as screens and windows.
Two big areas of diversification that have yielded success are outdoor equipment and commercial and industrial sales.
Lisa’s son Brian – who represents the third generation in the business– started commercial and industrial sales shortly after joining the business in 2010, observing that commercial clients were leaving Jefferson City to find what they needed. He now manages that, along with the hardware.
“I try to satisfy their needs locally and grow along with them,” explains Brian. “We are eager to grow as our customers grow.”
Leeper’s has made other changes to better serve their customers – a website for ordering online, the outdoor equipment sales and repair department, started in 2006, computers to order and track thousands of products, and even a Facebook page.
The hardware sells tillers, weedeaters, mowers (both home and commercial), services all small engines, and does warranty work on a lot of brands.
“The success of out- door equipment has been through community support, with Troy Gatlin leading that growth as manager,” Lisa said.
Recently, Leeper’s also helped build a Habitat for Humanity house. “We’re trying to be more involved in the community, because a lot of people still don’t know who we are – even after all these years,” said Lisa.
The local business owner believes there are three keys to Leeper’s success. “We give great customer service, we have a very knowledgeable staff, and we really are price-competitive. When people shop us, they see that.”
This weekend’s anniversary celebration takes place Friday from 7:30 a.m. until 6 p.m., and Saturday from 7:30 a.m. until 4 p.m. There will be free hot dogs and ice cream on Friday, and free coke floats and ice cream on Saturday – as well as a bunch of giveaways and the opportunity to win a $150 shopping spree. In addition, a num- ber of vendors and other local businesses will have booths on site.
By Kimary Clelland, The Standard Banner Reporter. Thursday, September 11, 2014.
108 East Broadway Blvd.
Jefferson City, TN 37760
Phone: 865-475-3365
www.leeperhardware.com