Following in r and wideningfather's footsteps

TEFF Pohle, who grew up just like j his father working in the yard at Southern Lumber Co., has succeeded him as president of San Jose, Ca.'s largest independent retail lumber company.

He's doing it at age 28, a few months younger than when father Bruce Pohle succeeded his own father in 1973. The big difference is the size of the company. When Bruce succeeded Edwin Pohle, Southern Lumber employed 16 people and had annual sales of $500,000. It had also just burned down. The company that Jeff is taking control and eventually ownership of employs 60 people and has $9 million in annual sales.

"Jeff started here as a little boy pushing lumber carts around at a penny a cart," Bruce Pohle said. "But it was not until after he graduated from college that he showed real interest in joining the company. He is bringing new concepts and new energy that will continue to build the company in coming years."

"I'm both excited and proud to be

Story at a Glance

Third generation takes reins at San Jose retailer Pohle eyes expansion, innovation.

given responsibility for continuing the heritage of a 9l-year-old company," Jeff Pohle said. "We have the potential for good solid growth, and I'm looking forward to exploring new areas of opportunity."

Founded in 1904. Southern Lumber Co. was acquired in 1935 by Edwin Pohle when it was facing bankruptcy during the Great Depression. Pohle saved it by pioneering the do-it-yourself concept of providing a good selection of clean, prepriced lumber for people to pick and choose from. His son joined the company in 1967 and assumed full responsibility for rebuilding after the fire in 1973. The elder Pohle died in 1977.

Southern Lumber succeeds today amid the national chains by providing an exceptional selection of products sold by a knowledgeable staff. Whereas a "big box" retailer may offer 40 to 50 different kinds of mouldings, Southern Lumber offers 250. And rather than carry one or two sizes of a particular kind of wood, it will carry a full selection of sizes sometimes up to 24" wide. The firm also maintains a major milling operation serving consumers and contractors.

Bruce Pohle, who is 51, said he is turning over management of the family business to his son because he wants to give up most of his responsibilities and because Jeff Pohle has proven to be an able manager with fresh ideas since he joined the company in 1991. The senior Pohle and his wife, Sheri, plan to relocate to Lake Tahoe. Another son, Chris, already lives at Lake Tahoe, where he runs a snow removal and yard maintenance business. A third son, Jonathon, is a student and real estate agent.

A director of the Lumber Merchants Association. Jeff Pohle is also a computer buff and Internet surfer, who is creating a web page for Southern Lumber and exploring various marketing ideas involving the computer network. Other potential strategies, he says, include catalog sales and expanding all or portions of the business to multiple locations.

"I've enjoyed getting reacquainted with our employees, who are the people I grew up with," he said. "I love this business inside and out. and I'm extremely grateful for the opportunity to continue the family tradition."