Texas firm credits success to aggressiveness

t GGRESSIVE merchandising rand advertising are credited by the Guadalupe Lumber Co., San Antonio, Tx., with blunting the recessionary winds that seem to be buffeting most other firms.

"Our annual sales are now in the $8 million range and we are running 2oo/o ahead of 1981," says Mark Grothues, v.p. "In the first quarter of 1982, we were 25s/o ahad of the same period l98l sales."

To emphasize the present momentum, Grothues added, "Our sales volume has doubled in the last five years and much of that growth has been during the current decline of residential building." Guadalupe's sales mix is 6590 consumer and 3590 contractor.

The history of the company, which is celebrating its 5fth year with numerous promotions, contains all the elements of a trendy American novel dealing with the geneology of a pioneer Texas family. This particular family tree had roots in Holland and in Belgium with both sets of roots transplanted to San Antonio in the early 1900s. Children of those two immigrating families married and developed the family tree of Maria and Marianus Grothues.

In 1915, the Grothues opened a general merchandise store at Guadalupe and Trinity streets selling produce and manufactured goods to a young and bustling San Antonio. During the depression years of the early 30s, the Grothues had an opportunity to add lumber to their inventory and found demand exceeded their expectation. This marked the beginning of Guadalupe Lumber Co.

Struggling through the depression, both the business and the Grothues family grew. Maria Grothues was not only the mother of six sons, she became a dynamic merchandiser destined to be the moving force in the grofih of the company. Not willing

Story at a Glance

Thlrd generation sparks 50 year old llrm aggresslve merchandlslng and advertlsing salss 20% ahead ot'81.

to accept the restrictions of the depression, she would load the 1927 Buick sedan with miscellaneous merchandise ranging from shoes to hardware and sell wholesale to country stores in and around San Antonio.

C0]ISIDERED the largest retailer ol paint, lumber and building materials in San Antonio, Guadalupe tns doubled ils sales since this structure was compleled in 1976.

Phil, the eldest son, drove while his mother took orders and delivered goods through the rural countryside.

The lumber business prospered, and after several years the general merchandise store was phased out. The family dedicated its full energies to the lumber business and in l95l expanded to its present location on S. ZarzamoraSt. The l95l thestorewas enlarged several times. In 1976 a new, modern facility of 54,000 sq. ft. was built on the existing site.

Following the marketing leadership of Maria Grothues, the Guadalupe Lumber Co. in the 1950s began helping customers build homes. Residents in three subdivisions of San Antonio reside in homes developed by the company. During the peak of this home demand period, Guadalupe built more than 250 homes in one year.

Today the company is operated by two of the six sons, Phil and Arthur, with the third generation now taking the most active role of building on the family reputation. The other brothers pursued individual directions in the lumber business with six other building material centers in South Texas originating from Guadalupe.

These are E-Z Home Center, Karnes City; Lumbermart, Uvalde; Big G Building Centers, Sequin and Lytle; M-G Building Materials, San Antonio and Pleasanton.

Considered the largest retailer of paint, lumber and building materials in San Antonio, Guadalupe has a computerized merchandise list that presently catalogues over 15,000 items. Customers, new and old, come from all over the city and South Texas.

Asked his opinion of what key factor contributed most to the 50 year success of the business, Phil Grothues answered, "Honest dealing with people. That is the one opinion expressed most often by our employees, suppliers and loyal customers. Our family remains dedicated to that way of doing business and we will continue to do so as long as there is a family-owned Guadalupe Lumber Company."