The S. Frankford & Sons umbrella company was doing a nice business for nearly a century, and in 1996 decided to create a Web site.
As the nation’s first umbrella company with a Web site, the marketing decision began to pay off immediately.
"All of a sudden we were getting calls from all over the country," said Marc Kaufer, the current owner and president.
And while Internet competition has heated up over the years, S. Frankford & Sons — known better for the last couple of years as Frankford Umbrellas — continues to thrive. The company, located at 7930 State Road, is celebrating 110 years in business.
Kaufer, who once looked for business by calling numbers out of the phone book, attributes the success to the individual attention paid to customers, whether in the showroom or online.
Callers will speak to an employee, not a machine. E-mails will be returned.
"Customer service is second nature to us," Kaufer said. "Goodwill goes such a long way. Business is a lot about relationships. Once we get a customer, they never leave us. Ever."
S. Frankford & Sons began in 1898 as a door-to-door repair business. Stores soon followed in Chestnut Hill and Kensington. The company moved to a spot at 4349 Frankford Ave. and stayed for 70-plus years before relocating in 1993 to 7416 Frankford Ave. It moved to its present location in 2000.
There are eight employees who work year-round, with another four added during the busier summer months. They assemble the frames and box and ship the items from a 15,000-square-foot building that includes a large warehouse and a smaller showroom/office. They also re-strap lounge chairs.
When Kaufer joined the company full-time in 1995, annual gross sales barely topped $350,000. Today, the figure is more than $3 million.
Years ago, the company’s big seller was the traditional rain umbrella. Today, the specialty is umbrellas for the beach, patios, lifeguard stands and vendor carts. There’s also a selection of lounge chairs, patio furniture sets, ceramic and brass umbrella stands and even canes. And repairs are made on site.
One of the company’s mottos is, "We’ve got you covered rain or shine."
While the store remains open for retail Mondays through Saturdays, the biggest customers are hotels, country clubs, parks, restaurants, swim clubs and stadiums, which pick out their products wholesale at www.umbrellasusa.com Not too many years ago, the company had to take pictures of its products, develop the film and mail the photograph to a customer. Now a picture is simply e-mailed.
Kaufer, 35, is a Fox Chase native who attended the Greenberg Elementary School, Baldi Middle School and George Washington High School. He began working for his uncle, Eli Aghen, as a college student in 1991 in the small shop under the El.
Aghen, the great-nephew of company co-founder Samuel Frankford, eventually sold the business to Kaufer but still works four days a week.
As the torch was being passed, Aghen reminded Kaufer that quality is key to a successful business. The frames are heavy and long-lasting. A beach-chair line is made of the finest oak wood.
"He said, ‘Stick to the principles that have kept us around for a hundred years,’" Kaufer said. "It’s working."
Aghen was content operating a successful business on a small scale. Kaufer has taken the company to the next level with outreach to casinos, swim clubs and country clubs.
"There’s so much opportunity out there for a good, unique product," he said.
Old-school products are making a comeback too. Every week, the company ships 100 bubble umbrellas, those 1970s-era clear umbrellas that allow a user to be able to see while keeping dry. And Kaufer plans to market two- and three-tier umbrellas to the Mummers.
Frankford Umbrellas has its products in all 50 states and some foreign countries. Its recognizable customers include Nifty Fifty’s, Dietz & Watson hot dog carts, Rita’s Water Ice, Ben & Jerry’s ice cream shops, Sonic drive-in restaurants, Coca-Cola and Sesame Place.
The city of North Myrtle Beach, S.C., bought 1,500 umbrellas. Many other beach umbrella rental companies carry the product too.
"If you’re in Miami and rent a beach umbrella," Kaufer said, "ninety-five out of a hundred it will be a Frankford frame." ••
Reporter Tom Waring can be reached at 215-354-3034 or twaring@phillynews.com