The legacy of Carter’s: A journey through time
In the late 19th century, Douglas Hart Carter recognised the need for a reliable store that could cater to both the hardware and household needs of Barbados. In its early days, Carter’s even carried saddlery, as horseback was a common mode of transportation at the time. What began as a small family-operated shop on Broad Street – on the site where RBC now stands – later moved to its current location, High Street, marking the start of an enduring legacy. Carter’s High Street store quickly became known for its wide selection of products, ranging from agricultural supplies to basic household goods, construction materials and tools. While modest by today’s standards, these offerings were essential for supporting the island’s rapid development. The store’s commitment to quality products and exceptional customer service earned Carter’s a loyal following, setting the foundation for a business that would thrive for generations. Following the passing of Douglas Hart Carter in 1922, his son, Douglas Hart Carter Jr, took over leadership and continued expanding the business. Under his stewardship, Carter’s High Street flourished, adapting to retail trends and customer needs. His keen business acumen positioned Carter’s as a staple in the community, known for reliability and innovation.
As the business grew, Douglas Hart Carter Jr passed leadership to his son, Percy Carter, who played a pivotal role in further diversifying Carter’s offerings. Recognising the demands of a growing population and an expanding construction industry, he introduced a broader selection of lumber, hardware, and homeware products. This transformation positioned Carter’s as a one-stop shop for homeowners and contractors alike, ensuring it remained a trusted name in Barbados.
When Percy Carter entrusted the company’s leadership to his son, Richard Carter, the family legacy continued to evolve. Richard brought a strategic vision that propelled Carter’s General Stores to new heights, leading to the establishment of multiple new outlets, including Barbarees Hill, Wildey, and Lower Estate. Each location was strategically chosen to enhance accessibility and convenience for customers across the island.
During this period of expansion, Carter’s also introduced specialised services, offering expert advice on home improvement, tool recommendations, and construction materials. It is around this time that the company’s wellknown slogan, For Paints, Hardware and a Whole Lot More,
was born – a reflection of its expanding product range and commitment to meeting the diverse needs of Barbadian customers.
As Carter’s grew, it was guided by a dynamic leadership team consisting of Richard Carter, Robert Massiah, and Norman Simpson. Richard Carter led the expansion with his sharp business acumen, while Robert Massiah strengthened the company’s presence in agricultural supplies. Norman Simpson, with his expertise in paints and coatings, helped Carter’s become a go-to source for professionals and homeowners alike. This trio’s leadership solidified Carter’s reputation as more than just a hardware store – it became an essential part of the local economy.
Recognising the importance of continuity, the leadership team established a succession plan before their retirement. They appointed Michael Edwards, Euclyne Holder, Paul Corbin, Brian Hurley and Andrew Reece to carry forward the legacy of Carter and Company. Their leadership ensures that Carter’s remains an integral part of Barbadian society, committed to serving the community with quality products and unparalleled customer service.
From its humble beginnings to its present status as a trusted institution, Carter’s has remained true to its founding principles of quality, service, and community engagement. As the company continues to grow, it carries forward the vision of its founders, ensuring that Carter’s remains a household name for generations to come.
Built from a strong foundation
stories by DOMINIQUE TOPPIN
Carter’s is a known household name that has stood the test of time, not only surviving but flourishing for over 150 years. The secret? A commitment to the principles of supplying the demand with excellent customer service and quality products. From its humble beginnings in the 1880s to its continued expansion, the evolution of the Carter’s brand was truly shaped by a vision that remains true to its roots while adapting to the changing needs of each era.
The story of Carter’s began a century and
a half ago and in an insightful conversation with members of the director team –
Michael Edwards, Robert Massiah, Euclyne Holder, Andrew Reece, Paul Corbin, and Brian Hurley, snippets of the company’s history were revealed, stories of the challenges, triumphs and decisions that have shaped the business into what it is today.
They all spoke passionately about how the core principles of adaptability, customer service and product quality have remained unchanged through the years yet have evolved to meet the needs of each generation. It is clear that the
careful guidance of these leaders, who understood the importance of building on past successes while being open to future opportunities, was instrumental in developing the strength of Carter’s foundation.
Their perspective on the evolution of the company reinforces the idea that each step, whether small or large, has contributed to the success and longevity of the brand we see today.
Originally a hardware and agriculture supply shop, Carter’s quickly became an integral part of the Barbadian community by providing the tools and supplies that were
CHEERS TO 150 YEARS!
Congratulations, Carter & Co. Ltd., on reaching this incredible milestone! For 150 years, you've been a trusted part of the community, and we celebrate your dedication, resilience and success.
Here’s to the past, the present and many more years ahead!
— Your Friends at True Value®
essential for the day-to-day needs of the people, including farming supplies such as hoes, forks, saddles, turpentine and leather.
Most things were sold by bulk or weight and persons would bring in their bottles to either get their turpentine or linseed oil. Again, the nature of the business was dictated by what was needed at the time, and the first generation of Carter’s was quick to recognise this. It was ultimately that responsiveness to customer needs that formed the very foundation of the company.
Though much has changed since then, the
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FROM LEFT , directors Euclyne Holder, Robert Massiah and managing director Michael Edwards. Inset right, the late Percy Carter. (SLD, GP)
AT CARTER’S you are not only guaranteed the best possible service, it also comes with a smile.
(SLD)
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underlying principle that defined the company’s early years remains the same – existing to supply what the community needs, always with an unwavering focus on customer service relations. Even with diversifications, Carter’s maintained this dedication, ensuring that the community could rely on them for anything.
A key element in the growth of Carter’s is its commitment to outstanding customer service, a value that has endured from the very beginning. The late Percy Carter, the third generation of the Carter family to take the reins, had a customer-first approach, which became deeply ingrained in the company’s ethos and ultimately helped to drive the vision for Carter’s even further. One story shared by the directors highlights Percy’s deep care for the people he served. “One day, an elderly woman arrived at the store to have her knives sharpened. At the time, we had to send it elsewhere for the service to be done. Percy, through kindheartedness, sent them to be sharpened. And although the usual charge would have been around $15, he charged her one single dollar, knowing that she could not really afford it.”
The incident may seem small, but it truly spoke volumes about the company’s focus on people over profits. It is one of the many stories that encapsulate the spirit of Carter’s – a company that always strives to do what is right for the customer.
Another example provided by the directors further highlighted a history of dedication to service from a customer in need of two screws. “When the call came in from Sam’s Lord Castle, now Wyndham, the driver was out in the north of the island, St Lucy, to be specific. The logistics made it difficult, but Percy Carter asked the driver to pass by to drop them off on his way back. When the driver queried about the bill, the response was telling. Percy believed that charging someone for such a small request would be wrong. The driver, motivated by the approach to service, happily delivered the screws regardless of the logistics, reinforcing the idea that for Carter’s, customer satisfaction has always been paramount.” These stories of service are not simply historical anecdotes but a living legacy of a company that prioritises people above all else.
Through the decades, Carter’s has steadily expanded its reach across the island, from Broad Street in 1875, to High Street in 1912 and later in 1976, to Barbarees and Wildey in 1988. Stories from the directors highlighted that when the company made the move to Wildey, that the true foresight of the Carter’s brand became apparent. “At the time, many questioned whether the move would pay off, and whether the Carter’s brand would survive.” But Carter’s current success proves that with small steps in the right direction, anything is possible.
More recently, Carter’s has expanded its operations further with newer locations at Lower Estate, Pilgrim Road, Six Roads, Warrens and Fisherman’s Corner on Princess Alice Highway. This deliberate strategy is all part of growing incrementally as the company has always believed in expanding piece by piece, ensuring that each new store is well-equipped to meet the customer’s needs before moving on to the next.
As Carter’s continues to grow, its constant focus is on maintaining the quality products and exceptional service, which have built its reputation. Therefore, despite the challenges that may come with expanding into new markets and dealing with increased competition, Carter’s has stayed true to its roots. The aim is to not be concerned with what others are doing but rather focus on providing the best possible service, the right products and fair, reasonable pricing. It is this commitment to quality that makes Carter’s a one-stop shop for so many of its customers, who know they can rely on the company for almost anything they need, even if it is simply advice.
The company’s approach to employee relations is another cornerstone of its long-term success. At Carter’s, employees are not just workers, but partners in the company’s mission. Staff are treated with respect and given the necessary tools to succeed, resulting in a culture of teamwork and mutual support. Everyone from management and senior staff to junior members are encouraged to collaborate. The management team, in particular, leads by example, often stepping in to help with even the smallest tasks. What this does is foster a sense of inclusivity and shared responsibility in commitment to the company’s mission. Looking ahead, Carters’ vision for the future remains grounded in its history. The company plans to continue expanding its footprint and diversifying its offerings, all while ensuring that the focus on product quality and customer service remains at the forefront. This includes an exciting new development in Six Roads, which promises to be another one-stop shop for everything Carter’s, including its subsidiaries like the Tower Café and Carter’s Pit Stop. Without a doubt, the values instilled by the first generation Carter’s are still felt throughout the organisation, and the company is dedicated to ensuring that these values transcend through generations of management and staff.
Ultimately, Carter’s is more than just a retail store across the island; it is a place for the people. Their history of serving has proven that true success comes not from simply selling products but creating lasting relationships though exceptional service. In doing so, Carter’s has ensured its place in the future for the next 150 years and more, all while honouring the legacy of its past.
Providing the best possible service
WHEN REFLECTING ON THE remarkable individuals who shaped Carter’s into the beloved institution it is today, Norman Simpson stands out not just for his leadership but for the warmth and joy he brought to everyone around him. Joining the company in the 1960s, Norman quickly became an integral part of the Carter’s family.
Known for his infectious humour and outgoing personality, Norman was affectionately referred to as “the cement” that held the leadership team together. While decisions were made collectively, many recall how he would stand firmly behind them, offering unwavering support. His ability to connect with people was unparalleled. Whether you were a long-time customer or someone he had just met, Norman had a way of making you feel seen, heard, and valued.
Norman was truly the people’s person. He knew everyone on the island – from A to Z – and was often described as the “doer” who ensured things were done efficiently. His greatest pleasure came from serving others. If a customer came in looking for something Carter’s didn’t have, Norman wouldn’t simply apologise; he’d persuade them to consider an alternative, often with a hearty laugh or a warm embrace. His approach to customer service was personal and genuine, always putting people first.
Paint was his passion, especially around the holiday season. To Norman, Christmas wasn’t complete without a fresh coat of paint, and he made sure customers felt the same excitement. His enthusiasm was contagious, turning what could be a routine purchase into an enjoyable experience.
Norman’s jovial nature didn’t end with customers. He brought fun and laughter into the workplace, always ready with a joke or playful tease. Ironically, while he enjoyed poking fun at others, he wasn’t as keen when the tables turned – something everyone fondly remembers about him. Yet beneath the humour was a man deeply committed to fairness and kindness.
His generosity extended beyond the walls of Carter’s Both Norman and his colleagues believed in giving back, often quietly assisting customers and staff facing hard times. Whether it was buying something for someone in need or offering a helping hand, Norman’s compassion knew no bounds.
His sudden passing on June 22, 2004, left a significant
void in the company and the hearts of those who knew him. His presence – marked by laughter, dedication, and an unwavering love for people – is deeply missed but never forgotten. To this day, stories of Norman’s antics, his heartfelt customer interactions, and his invaluable contributions to Carter’s legacy continue to be shared with fondness and gratitude.
Norman Simpson wasn’t just a director; he was a friend, a mentor, and the life of the party. His legacy is etched not only in the growth of Carter’s but in the countless lives he touched with his kindness, humour, and commitment to service. Carter’s continues to honour his memory by upholding the values he cherished: treating people well, serving with joy, and always putting community at the heart of everything.
Celebrating life and legacy
A legacy of integrity and service
When you think of Carter’s and its longstanding presence in Barbados, it’s impossible not to think of Richard Carter. As the last descendant of the Carter family to lead the company, Richard’s tenure was marked not by personal ambition but by a steadfast dedication to the staff, customers, and the community. His leadership was characterised by humility, integrity, and a deep-seated belief in service over profit.
Richard joined Carter’s on June 5, 1967, during a time when the company was facing significant challenges. Carter’s was a small business then, struggling to stay afloat. Together with key figures like the late Norman Simpson and Robert Massiah, Richard played an instrumental role in revitalising the company. Their collective goal was never about quick success or financial gain; it was about doing things right, meeting the needs of the community, and building a company that people could trust.
He was appointed secretary of the company in 1970 and later became the managing director where, under his thoughtful guidance, Carter’s gradually expanded. His approach to growth was methodical. He believed in careful planning, never taking on more than the company could manage at any given time. One of the most significant milestones under his leadership was the expansion into Wildey, a decision that demonstrated both courage and foresight.
Richard was a gentleman in every sense of the word. He believed the company’s foundation lay in its people. Employees often recall how approachable he was. If you
went to him with a concern, he never brushed you off. If he couldn’t speak with you right away, he would make sure to follow up, and even when he disagreed, he would explain his reasoning with patience and respect.
Moreover, his compassion extended far beyond the walls of the office. Richard was known to quietly assist employees facing financial hardships, helping them repair their homes or acting as a guarantor for loans when company resources couldn’t stretch far enough.
Despite the pressures of leadership, Richard remained humble and private. He shunned the spotlight, preferring to let the company’s work speak for itself. His philosophy was simple: serve the customer well, treat the staff with respect, and success would naturally follow. This ethos became the hallmark of Carter’s and remains ingrained in the company’s culture today.
Even after officially stepping back from his role in 2007, Richard continued to visit the office until 2008, a testament to his unwavering commitment to the business and its people.
Richard Carter’s legacy is one of integrity, compassion, and dedication. He transformed Carter’s from a struggling small business into a trusted household name, all while prioritising service over self. His leadership has left an indelible mark on the company and the many lives he touched along the way. As Carter’s continues to grow and evolve, it does so on the strong foundation he helped build – a foundation rooted in trust, respect, and an unwavering commitment to doing things the right way.
THE LATE NORMAN SIMPSON. (GP)
THE LATE RICHARD CARTER. (GP)
For 150 years, Carter & Co. Ltd has been more than just a hardware store – it has been a trusted partner in bringing ideas to life. Whether you’re building your dream home, upgrading your space, or tackling your next big project, Carter’s is committed to supporting you every step of the way. With customer service at the heart of its operations, Carter’s offers not only an extensive range of quality products but also expert advice and a hands-on approach to make your projects easier.
This legacy of quality and reliability is built on a foundation of expertise and an ever-expanding product range designed to meet the needs of homeowners, DIY enthusiasts, and professionals alike. From construction materials to home essentials, Carter’s provides everything you need to turn your vision into reality. With a diverse selection of products spanning multiple categories, Carter’s ensures that every aspect of your project – whether structural, decorative, or functional – is covered.
MATERIALS FOR EVERY PROJECT
No project is too big or too small when you have the right materials and expertise. Whether you’re undertaking a major home renovation or handling minor repairs, Carter & Co. Ltd stocks everything you need to complete your projects with confidence. Their extensive selection includes lumber, cement, insulation, drywall, screws, nails, and much more. Knowledgeable staff are always available to offer expert guidance, helping you find the best solutions from start to finish.
CREATING THE PERFECT AMBIENCE
A home is more than just a place to live – it’s a reflection of your personal style. Carter’s home décor section offers everything you need to transform any space. From stylish paint colours and contemporary lighting fixtures to wall art, furniture accessories, and textiles, there’s something to suit every taste and budget.
ELECTRICAL ESSENTIALS
When it comes to electrical work, safety and reliability are key. Carter’s carries a comprehensive selection of electrical supplies, including light bulbs, batteries, extension cords, outlets, wiring, and circuit breakers. They also offer a variety of energy-saving options, helping you reduce electricity consumption while maintaining efficiency. Whether you’re handling minor repairs or tackling a major
electrical project, you’ll find high-quality products to keep your home powered and functioning efficiently.
HOMEWARE FOR EVERYDAY LIVING
Carter’s homeware section features everything from cleaning products and organisation solutions to kitchen gadgets, tableware, and appliances. You’ll also find bedding, curtains, and
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Building for a greater future
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pillows, ensuring that your home is both comfortable and stylish.
HURRICANE PREPAREDNESS
Living in a hurricane-prone region means preparation is crucial. Carter’s stocks a full range of hurricane supplies, including plywood, sandbags, tarps, and emergency kits, ensuring you have everything you need to protect your home and loved ones.
PRODUCTS FOR YOUR FURRY FRIENDS
Pets are part of the family, and Carter’s understands the importance of caring for them properly. Their pet section includes food, grooming supplies, bedding, toys, and accessories from trusted brands. Plus, Carter’s is a petfriendly store for well-trained and well-socialised pets—just bring along necessary waste disposal materials, keep cats in breathable carriers, and ensure dogs are in trolleys or on short leads.
PLUMBING SOLUTIONS MADE EASY
Plumbing issues can be frustrating, but Carter’s makes repairs simple with a wide range of supplies, including
pipes, faucets, sealants, and water filtration systems. Their expert staff can guide you in selecting the right materials to get your plumbing back in working order quickly and efficiently.
THE RIGHT TOOLS FOR EVERY JOB
Every project starts with the right tools. Carter’s tool department is stocked with everything from hand tools like hammers and screwdrivers to power tools, drills, and safety equipment. Whether you’re a professional or a DIY enthusiast, Carter’s ensures you have what you need to get the job done right.
With 150 years of dedication to quality, customer service, and innovation, Carter’s & Co. Ltd continues to be the trusted destination for homeowners, DIYers, and professionals alike. As they look to the future, Carter’s remains committed to expanding its product offerings to meet the many needs of customers, ensuring they always have access to the best materials, tools, and expertise for every project.
Your one-stop lumber, hardware and homeware destination
More to us than meets the eye
TOWER CAFÉ & BISTRO
For 150 years, Carter’s has been the go-to place for all things hardware, but since 2019, they have taken a delightful detour, to the pleasure of their loyal customers, with the opening of Tower Café & Bistro.
Tower Café & Bistro, nestled right inside the heart of Carter’s Wildey Shopping Complex, has transformed the shopping experience. The idea is simple yet brilliant: why not let shoppers take a break with a panini in one hand and a coffee in the other, right after they have picked out the perfect paint for the living room?
This exploration of a new industry has become the perfect complement to the hardware store, offering not just sustenance but a truly immersive shopping experience. What is also critical to the success of this new industry is the importance Carter’s brand places on customer service and relations. It is the direct line of communication between the company and its customers and in today’s market where options are plentiful, Carter’s relies on their top-notch customer service as an essential factor for their survival and growth, making it their most critical product.
but guess what? They have also been turning heads by expanding into the comfort zone of fashion. Celebrating 150 years in business, Carter’s has smartly diversified into selling shoes and work boots, clothing and accessories under their Comfort Zone brand.
The team at Carter’s Comfort Zone is known for going the extra mile, making sure each customer leaves satisfied and delighted. However, while the products are top-notch, their customer service is where they really shine. They have taken their renowned hardware quality and service to fashion, proving that no matter what you are shopping for, Carter’s has got your back with style and care.
CARTER’S FISHERMAN’S CORNER
As a company which has developed a reputation for offering an extensive array of products tailored to both the professional and amateur enthusiast, there is no surprise that Carter’s Fisherman’s Corner has established itself as the local market leader in marine and fishing supplies.
THE COMFORT ZONE
You might know Carter’s for their solid hardware legacy,
Here the offerings include high-quality fishing rods, reels, tackle and bait, alongside a significant selection of boat maintenance supplies, navigation tools and safety equipment; which provides a one-stop shop for anglers • Continued on next page.
SOME OF THE members of the Tower Cafe team. (SLD)
THE Comfort Zone Team at Carter’s Wildey. (SLD)
OLD PICTURE OF Carter’s Fisherman’s Corner, Princess Alice Highway. (GP)
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looking for the latest in fishing supplies.
Customer service excellence also sets Carter’s apart. With knowledgeable staff who are passionate and friendly there is no doubt that the legacy of Carters transcends through generations with the same dedication to quality, diversity in products and unparalleled customer service that has made them a beloved household name.
CARTER’S PIT STOP
Carter’s Pit Stop is among the many expansions of the Carter’s brand, designed to cater to all aspects of vehicle care and has now emerged as a go-to destination for automotive enthusiasts and everyday drivers alike, specialising in products for car maintenance, enhancement and care.
Carter’s Pit Stop has something for all those interested in car care, offering a full line of products ranging from batteries to a wide variety of premium cleaning supplies, ensuring that vehicles not only run well but look their best. At the heart of their operations, customer service commitment always comes to the fore. The team consists of car aficionados who are eager to share their knowledge
and help customers select the perfect battery, accessory or care product. The service at Carter’s is unlike any other, and as the brand celebrates its 150th anniversary, Carter’s Pit Stop continues to uphold the company’s 150-year legacy of quality, diversity and exceptional service.
PERCY’S PENS & PENCILS
Percy’s Pen and Pencils is a magical land of stationery and imagination. It is a paradise for kids, parents and anyone with a spark of creativity where there is a wide selection of pens, pencils, markers and every kind of writing instrument you can imagine. They also have notebooks that beg for your stories, doodles and secrets, all at prices to make everyone smile.
And what would a stationery store be without books? Percy’s is also packed with children’s books, from classical talks to the newest releases, ensuring there is a book for every little reader. But the fun does not stop there, as a sweet addition is the variety of arts and crafts supplies offered. So, whether you want to paint, sculpt or create, Percy’s Pen and Pencils has got something for everyone and is the perfect spot where the staff are sure to make shopping an adventure.
A whole lot more than a hardware
LIKE THE SLOGAN SAYS a whole lot more. (SLDs)
by TAMMY-ROSE EVELYN
As Carter’s has grown and evolved over the years, so too have the needs and expectations of our customers. From the products required to enhance everyday life to the shift in how customers engage with us, Carter’s has always strived to not just meet but exceed these evolving demands. Whether it’s adapting to new consumer trends, such as changes in seasonal colour preferences or responding to more significant societal shifts, Carter’s has continuously worked to remain at the forefront of customer satisfaction.
From the tools and equipment needed to supply our agricultural industry in the 1880s to the lumber and hardware that helped build the country during its major construction eras, and even the softer furnishings and décor for the finishing touches of homes, Carter’s has been there every step of the way. We’ve supplied what was needed for each significant phase of Barbados’ development, always committed to providing the right products at the right time.
In recent years, especially over the last five years, we have seen significant changes in the way customers interact with businesses. Before COVID, customers were accustomed to receiving assistance when they sought it but were largely content with browsing on their own. Post-COVID, however, the landscape shifted dramatically. A stronger desire for familiarity and meaningful relationships emerged as people craved more human connection after experiencing prolonged periods of isolation. At Carter’s, we’ve embraced this change by focusing on building deeper, more personal connections with our customers. We recognised that it’s not just about providing products; it’s about providing a service that acknowledges the needs of the whole person.
A notable shift in customer behaviour during the COVID-19 era was the growing demand for contactless shopping and home deliveries. As people stayed home and were more cautious about in-person interactions, we adapted by enhancing our delivery systems. We introduced new tracking technology, allowing customers to monitor their orders from the moment they were placed to their arrival at the door. This upgrade was a direct response to the needs of customers who were looking for convenience and safety during uncertain times.
But it’s not just about technology – sometimes, our customers simply need someone to talk to. Whether it’s over the phone or in person, we’ve made it a priority to listen to our customers’ concerns, even if those concerns go beyond the products they’re purchasing. Sometimes, a kind word and a friendly ear are just as important as the item on the shelf. That’s the essence of who we are: a trusted neighbour, always ready to lend a helping hand, no matter the situation.
One of the most notable examples of our commitment to understanding our customers’ changing needs is our new pet-friendly policy. Recognising that, during the pandemic, many pets became not just companions but family members, we made the conscious decision to embrace and accommodate the growing role of pets in our customers’ lives. Pets became a source of comfort and joy for many during the isolation of COVID-19, and we wanted to reflect that shift in the way we operate. By introducing this policy, we’ve shown our customers that we understand and care about their changing lifestyles and are ready to adapt to support them.
At Carter’s, our mission is simple: we are here to take care of our communities by listening, understanding, and providing thoughtful solutions. Whether it’s offering the latest products or simply being there to offer support when needed, our focus is on making sure our customers feel heard, valued, and most importantly, satisfied.
CARTER’s new pet-friendly policy shows their committment to understanding customers’ changing needs. At right, two cute pet dogs at Carter’s Wildey. (GPs)
THERE IS SOMETHING profoundly special about walking into a place where time seems to stand still, yet everything around you whispers of change, growth, and a family’s unwavering commitment to quality customer satisfaction. This is the essence of Carter’s, a cornerstone of Barbadian retail that has stood firm since the 1880s, now celebrating an impressive 150 years in business.
From its inception and for decades later, the company has prided itself not just on the quality and diversity of its products but also on the warmth and efficiency of its customer service. With a rich history, Carter’s has always been more than just a purveyor of lumber, hardware, and homeware; it has been a testament to enduring values that have transcended generations. From product quality to customer service, these values were etched into the very foundation of the business by its founders, who understood that on a small island, customer service and relationships are as important as the products on the shelves.
As the decades rolled by and the world changed, each generation of the Carter family layered their visions while guided by a deep respect for the continuity of values, ultimately paving the way for Carter’s success. The store staff, many of whom have been part of the business family for decades, embody these principles and are not just employees but stewards of tradition, greeting customers with the same warmth and knowledge as their predecessors.
Director and Operations Manager Andrew Reece, highlighted that Carter’s focuses specifically on
customer service relations and has countless stories of the company going the extra mile. “Sitting in this conference room, looking at the pictures of the founders, it all brings back memories of unparalleled service. First and foremost, Carter’s is familyoriented, and that is how we function as a company. I was one of the members that came up under Percy Carter – who was a master of service.
Norman Simpson, another key member in customer service – a man who would go above and beyond, and Richard Carter – another whose service was unparalleled. Thinking about the foundation built, we were privileged to come up under the tutelage of these men – knowing what customer service is about. We hope to continue this as our present Carter’s family, made up of over 400 team members, emulates what they see in the management structure.
“This does not mean that we are perfect, and, like any other company, mistakes do happen. However, what sets us apart is our commitment to making things right. We take pride in going the extra mile to address any mishaps that occur, ensuring that our customers feel valued and heard. Every challenge is an opportunity to reinforce our dedication to service, proving that beyond the products we sell, our greatest offering is care.”
This blend of rich tradition and forward-thinking innovation is what makes Carter’s more than just a business; it’s an integral part of Barbadian history. Each visit reflects our shared journey, grounded in the values that have guided us for over 150 years while also offering a glimpse into the future we’re building together. Reece, who believes that each customer interaction is a chance to build a relationship that will last generations, said, “Our strength lies in human relations. We cater to both our staff – who the late Richard Carter always taught us to be firm but fair with – and to our customers by having that sense of understanding and awareness to deal with diverse people.
Teamwork is especially important because, without it, our company could not function. It truly is paramount – from the collaboration and thorough communication needed to stay on top of product ordering to the camaraderie on the floor with our store clerks, ensuring that all shelves are packed and that customers find what they need, even if it means assisting in a department you are not assigned to. We are so unlike other companies – we truly are familyoriented and are always there to show support to each other. This does not mean we will always agree, but what we never let occur is for a disagreement to negatively impact our working relationship.”
The heart of Carter’s is not just in its products but in the stories that have woven through history, and Reece said, “That is what truly makes our company unique. We have quality products and fair and reasonable prices, but customer service is truly what drives the loyalty we see today. I have a strategy with staff and customers. I simply set my mindset to remain professional and come in with the hope of making everyone’s day enjoyable. If I was to speak on an example – this morning, I saw two police officers outside one of our general stores, and I jokingly asked one whether he believed he could take me on in an arm wrestle. He laughed, and I invited them inside for a soft drink and thanked them for their duty.
They were so grateful, and it made my day that I made theirs. That is truly our collective goal every day – to connect with people and give them a reason to speak about and come back to Carter’s.” (DT)
Customer service –Carter’s No.1 product
ANDREW REECE , Director and Operations Manager. (GP)
Preserving our legacy of customer service
FOR 150 YEARS , Carter’s has been a symbol of consistency and reliability in Barbadian retail, and at the heart of this enduring success lies one key ingredient: customer service. As the company celebrates this landmark anniversary, it continues to build on a rich legacy that prioritises the needs of its customers, making service not just a department but the company’s No. 1 product.
In a society where customer service is often seen to be lacking, many wonder how Carter’s has managed to maintain its standard of excellence. The answer lies in a deeply ingrained company culture that places just as much emphasis on its internal customers — its employees — as it does on the external ones. Carter’s believes that exceptional service starts from within, fostering a work environment where staff feel valued, supported, and empowered. When employees are taken care of, they naturally extend that same level of care to customers, creating a ripple effect that has defined Carter’s service approach for generations.
To ensure service excellence is maintained, the company has implemented a robust system of mentoring and training that nurtures employees from the moment they join the team. Senior staff members,
many of whom have been with the company for decades, are paired with junior employees to share their knowledge, experience, and passion for customer care. This mentorship model ensures that the Carter’s tradition of warm, efficient, and personalised service is passed down from generation to generation.
This emphasis on relationship-building is embedded throughout Carter’s’ culture. There is a clear understanding within the team that customer service is not just about addressing immediate needs but about creating lasting connections that ensure customers return time and time again. Employees are given the tools, training, and autonomy to go above and beyond, making each shopping experience memorable.
As Carter’s celebrates 150 years of success, it remains focused on the future, adapting to changing customer needs while remaining steadfast in its commitment to exceptional service. The company’s dedication to in-house training, mentorship, and fostering a family-oriented culture ensures that, no matter how much the world around them changes, customers will always experience the warmth, expertise, and personalised attention that have defined Carter’s for a century and a half. (DT)
ADRIAN YEARWOOD, team member at Carter's Wildey. (GP)
NEIL SMALL , team member at Carter's Lower Estate. (GP)
NESSEMA RILEY, team member at Carter's Wildey. (GP)
Rodney Small, team member at Carter's Lower Estate. (GP)
STEVEN WHITTAKER (right), believes that Carter’s embodies the gold standard of customer service. (GP)
AS I REFLECT on countless stories that exemplify their outstanding service, one remarkable encounter stands out — a testament to why Carter’s has remained the gold standard in customer experience.
Eighteen years ago, I found myself shopping at an appliance and furniture retailer in Bridgetown. I was searching for a specific item but struggled to locate it. Despite having shop assistants on the floor, they appeared preoccupied and unable to assist me at the time. The store wasn’t particularly busy, but my search seemed to grow more challenging.
Frustrated yet determined, I noticed two gentlemen in one of the aisles. They weren’t employees of the store, yet their demeanour radiated professionalism and a willingness to assist. Without hesitation, I approached them for help. What followed left an indelible mark on me.
These two men didn’t just point me in a direction – they walked with me through the aisles, offering knowledgeable advice and thoughtful solutions. Their expertise and commitment to helping me find what I needed were unparalleled. The irony? They weren’t even employees of the store I was in – they were from Carter’s General Store! Their act of exceeding expectations, even outside their workplace, was the definition of extraordinary customer service. That day, I learned a powerful lesson: true customer service transcends boundaries, reminding us that exceptional experiences aren’t confined by location –they’re embedded in company culture.
Fast forward to just a few weeks ago; I experienced this excellence once again. As I walked into Carter’s in Bridgetown, a gentleman greeted me at the entrance with a warm smile and personally chaperoned me to find my items. That gentleman, as many of you know, was Andrew Reece, a director at Carter’s. From 150 years, 18 years and, to now, Carter’s has remained unwavering in their commitment to making every customer feel valued and appreciated.
This, ladies and gentlemen, is why Carter’s is the best in Barbados – because they don’t just meet expectations; they exceed them. They’ve proven that customer service isn’t just a department – it’s a mindset and a way of life.
As we celebrate this milestone, let me leave you with a few timeless proverbs and lessons that Carter’s embodies:
– A customer is the most important visitor on our premises. Treat them with care, and they will become walking billboards, for they are the reason for our success.
– Great service is not what you do, but how you make people feel. Carter’s has mastered the art of making people feel valued.
– Exceeding expectations is the key to loyalty. When you go beyond what’s expected, you don’t just win customers – you win ambassadors.
The gold standard in customer service
Carter’s, you have set a benchmark that inspires us all. I am Steven Whittaker of Pantry of Amazon Caribbean Ltd, where I strive to practise these same principles of excellence in my manufacturing of wellness products, be it kombuchas or our wellness products. Carter’s has shown us that when you build on a foundation of care, dedication, and customer-first service, success is inevitable.
Here’s to 150 years of Carter’s General Store and to many more years of leading by example. Thank you, and congratulations on this remarkable legacy!
Going above and beyond the call
ALISON MARTIN’S (at left), loyalty to Carter’s was cemented after her misplaced wallet was not only returned by an employee but it was done after hours. (GP)
by ALISON MARTIN
IWANTED TO take a moment to share an experience that really stood out to me, especially as Carter’s celebrates 150 years of excellence. In a time when honesty and integrity can sometimes feel hard to come by, I had the pleasure of encountering an employee whose actions truly exemplified these qualities. It is not every day you find someone who goes out of their way to make a real difference, and I feel it is important to recognise those who do. This experience left such an impression on me, and I believe it reflects the kind of values that have kept Carter’s thriving for over a century. A while back, I went to pick up some money sent through MoneyGram by a friend to purchase an airline ticket. I had a couple thousand dollars in my wallet and stopped by Carter’s near closing time to grab a few items. In the rush, I accidentally left my wallet on the counter. It was not until I got home that I realised it was missing, and the panic set in. I immediately called Carter’s, and though they had already closed for the evening, Debbie Agard, an employee, still answered the call. She confirmed that she had found my wallet and locked it in the office drawer for safekeeping.
At that point, I was a mess and pleaded with Debbie to meet me back at the store to retrieve it. Although Debbie was already home for the night, she did not hesitate. She told me it was no problem and offered to meet me back at the store to return the wallet. Her willingness to go the extra mile, especially after hours, was such a relief to me. When I arrived, everything was intact. The cash, the cards and everything else were still safely inside. I cannot express how grateful I was for her integrity and kindness. What stood out even more was Debbie’s empathy. She understood the panic I felt and took the time to make sure I felt at ease. In these times, it is rare to find someone who genuinely cares and is willing to help, especially in a stressful situation like that. Every time I visit the Lower Estate store, she always greets me with a warm hello and takes the time to check in with me. Her personable nature and attention to detail make every visit a pleasant experience, and I can tell she truly values her customers.
Debbie is exactly the type of employee any company would be lucky to have. Her honesty, dedication and the extra effort she puts in to make customers feel heard and cared for truly reflect the values Carter’s stands for. She has certainly earned my loyalty, and I know she has made a lasting impression on many others as well.
Carter’s is fortunate to have someone like Debbie on their team, and I hope her efforts are recognised and celebrated. Thank you, Debbie, for going above and beyond and for being such a shining example of outstanding customer service.
AS A CONSTRUCTION business owner, Curtis Lashley had the privilege of working with many suppliers over the years, but none have come close to the exceptional service and quality that Carter’s provides. “I’m in and out of their stores almost every day, and they honestly make shopping very easy. From the range of products and the service they offer, I place them at levels I am used to back in the UK, and the convenience of being able to rely on them makes a huge difference in my work,” he said.
What truly sets Carter’s apart for Lashley is their customer service – as according to him “it’s second to none”. One experience that stands out for him occurred just before the Errol Barrow Day holiday. He explained, “I was worried about not receiving the necessary stock in time because of the holiday closure, but a manager, I did not even know his name, went above and beyond. He asked if I could wait 20 minutes, then personally drove to pick up the materials I needed, cleared them, and brought everything back to me. I was genuinely blown away. It is that level of care and commitment that makes Carter’s a standout in the industry. I know I would not find that kind of service anywhere else, not in the UK, not in any other island, nowhere.
“I also want to publicly highlight the teams at the Warrens and Wildey locations where I do my shopping. They are always professional, helpful and go out of their way to make shopping a breeze. I can count on Carter’s to always have what I need, and that is why I love working with them.”
When asked if there is anything Carter’s can do different, Lashley had just one message. “The only suggestion I would offer is that Carter’s expand into heavy-duty equipment and a wider variety of materials, such as windows. If they did, I would never have to shop anywhere else.”
As Carter’s celebrates 150 years of excellence, Lashley thanks them for everything they have done to support his business. “I am confident that there will be many more years of great service. Continue innovating and improving in ways that will keep me coming back. I love Carter’s!”
Always on top of their game
AS SOMEONE WHO began shopping at Carters back in the 1980s, shortly after returning to Barbados from the UK, Eurick Roach has seen the company grow and evolve over the years – and said, “I have been right there with them every step of the way. The minute I got planning permission to build my home, I made a beeline for Carter’s. I was there almost every day. I often go in with a list, but I cannot help but walk out with a few extra items because the quality of the products and the level of customer service always get me!”
Even though Roach is now retired, he still makes many regular trips to Carter’s. He said, “What stands out to me most is their quick turnaround time. No matter what you need, they are always on top of it, which has kept me coming back year after year. Of course, like any business, things change with time, but Carter’s has always stayed true to its roots – providing quality products and excellent service.”
As the company celebrates its 150th anniversary, Roach said, “I can honestly say that the years have been good. I have watched them adapt and grow, but one thing has remained constant: their commitment to offering top-notch service and meeting the needs of their customers. Looking ahead, I have no doubt they will continue to do the same, keeping up with the demands of customers like me, while maintaining the high standards that have made them a trusted name for so long.
“Congratulations to Carter’s on 150 incredible years. I wish the team well for another 150 years!”
It’s simple, I love Carter’s
EURICK ROACH asserts that Carter’s has always kept true to its roots. (SLD)
ALL CARTER’S NEEDS is a few additional items and Curtis Lashley would shop nowhere else. (SLD)
AWARDEES
30
Shirley
Andrew
35
Brian
Michael
Cheryl
Dale
Deryck
Dolvie
Ian
Jewan
Michelle
Paul
Paul
Wendy
40
Bronwen
Lyra
Jocelyn
Vicki
45
Cecil
Awards of
THIS YEAR, Carter’s has reached a remarkable milestone, celebrating 150 years of service to the people of Barbados. A company that started with a vision, the brand has not only endured the test of time but continues to evolve and adapt to maintain their reputation in the nation’s landscape. This 150th celebration was made even more special at the Staff Appreciation Evening where heartfelt tributes were provided to the employees who have been an integral part of the company’s success, both past and present. The Honourable Wilfred Abrahams, Minister of Home Affairs and Information, took the stage to reflect on Carter’s’ legacy. For him personally, the Barbarees Hill location holds a special place, with the minister referring to it as one of the flagship stores. “The founder probably had no idea that his vision 150 years ago would propel like it did,” Abrahams remarked, acknowledging the far-reaching impact of the company’s humble
ALEXANDRA MARTELLY receiving her 45 years of service award from Director Euclyne Holder. (SLD)
ANDREW MAYERS receiving his 30-year award from Director Andrew Reece. (SLD)
BRONWEN CORBIN receiving her award from Managing Director
DALE SMITH receiving her 35 years of service award from Managing Director Michael Edwards. (SLD)
DIRECTOR ANDREW REECE (left) receiving his 40 years of service award from Managing Director Michael Edwards. (SLD)
THE HONOURABLE Wilfred Abrahams giving his guest speech at the Appreciation Evening. (SLD)
of excellence
beginnings.
“Carter’s has created a legacy that impacted the landscape of Barbados. The company has been vital in the nation’s growth and development. From being a trusted retailer to stepping up during difficult times, Carter’s has always been there for Barbados. Whenever we called upon them, they made it their mission to assist and serve,” he said, touching on the company’s support for the local entertainment industry during the COVID-19 pandemic and its role in the Barbados Construction Gateway Initiative.
Managing Director Michael Edwards also took the opportunity to underscore the importance of the company’s employees in achieving this incredible feat. “Carter’s mindset is deeply ingrained in every team member. They take pride in representing the company and the way we treat our employees directly impacts the level of service provided to the customer. No is not a
word in Carter’s vocabulary and we value that commitment to going above and beyond. This mentality has allowed us to keep evolving and growing, with no end in sight for what we can accomplish.”
Marketing Coordinator Tammy-Rose Evelyn also shared her thoughts on the occasion, emphasising the significance of the staff in the company’s journey and celebration. “We couldn’t celebrate this milestone without first celebrating the staff. They all help to bring our values to life and Carter’s is truly special as a result of our employees. It is because of them that we continue to thrive as the most trusted name in retail.”
As Carter’s celebrate 150 years of excellence, it is clear that the strength of Carter’s lies not only in its ability to adapt to evolving needs but also in the dedication of its people. So with 150 years under the belt and a future full of promise, the legacy of Carter’s is far from over. (DT)
her 40 years of service Director Michael Edwards. (SLD)
CECIL CHAMBERS (left) receiving his 45 years of service award from Director Euclyne Holder. (SLD)
CHERYL CLARKE receiving her 35 years of service award from Managing Director Michael Edwards. (SLD)
CHERYL RUDDER receiving her 35 years of service award from Managing Director Michael Edwards. (SLD)
Grantley Harris (left) receiving his 30 years of service award from Director Andrew Reece. (SLD) ADRIAN CARRINGTON (left) receiving his 30 years of service award from Director Andrew Reece. (SLD)
Awards cont’d
MANAGING DIRECTOR Michael Edwards (left) receiving his 45 years of service award from Director Euclyne Holder. (SLD)
MARKETING DIRECTOR , Brian Hurley (left) receiving his 35-year award from Managing Director Michael Edwards. (SLD)
MARVA SANDIFORD receiving her 30 years of service award from Director Andrew Reece. (SLD)
MICHAEL BENJAMIN (left) receiving his 35-year award from Managing Director Michael Edwards. (SLD)
MICHELLE DOTTIN-BLADES receiving her 35 years of service award from Managing Director Michael Edwards. (SLD)
PETER LASHLEY (left) receiving his 45 years of service award from Director Euclyne Holder. (SLD)
PURCHASING MANAGER Ruth Tryhane receiving her 30 years of service award from Director Mr. Andrew Reece. (SLD)
Awards cont’d
JOCELYN PINTO receiving her 40 years of service award from Managing Director Michael Edwards. (SLD)
LYRA HOLDER receiving her 40 years of service award from Managing Director Michael Edwards. (SLD)
MANAGER OF CARTER’S Lower Estate, Ian Fields (left), receiving his 35 years of service award from Managing Director Mr. Michael Edwards. (SLD)
MANAGER OF CARTER'S Six Roads, Regina Brathwaite, receiving her 30 years of service award from Director Andrew Reece. (SLD)
FROM LEFT: Director Euclyne Holder; Managing Director, Michael Edwards; Director Natasha Herrera and The Honourable Wilfred Abrahams. (SLD)
Awards cont’d
VICKI WALCOTT receiving her 40 years of service award from Managing Director Michael Edwards. (SLD)
WENDY CLARKE receiving her 35 years of service award from Managing Director Michael Edwards. (SLD)
by TAMMY-ROSE EVELYN
The evolution of Carter’s: From family business to a family culture
FOR 150 YEARS , Carter’s has been more than just a business – it has been a cornerstone of Barbadian life, built on a foundation of trust, service, and community. What started as a traditional family-owned company has grown into something even more profound: a culture of family that extends to employees, customers, and the wider community.
While many still associate the company with its founding family, believing that Carter’s is still led by direct descendants, its evolution has been shaped by the dedicated leadership and hardworking team that continue to uphold its legacy. The transition from family ownership to an employee-driven leadership structure has only strengthened Carter’s core values, ensuring that the same principles of integrity, care, and commitment remain at the heart of everything it does.
At Carter’s, family is not just a matter of heritage – it’s a way of working. The team operates as a close-knit unit, where employees find support, mentorship, and camaraderie in the workplace. This strong bond is reflected in the company’s impressive employee retention rate, with over 90 per cent of staff building long-term careers at Carter’s and more than 60 per cent remaining with the company for 15 years or longer.
This spirit of family also extends to Carter’s customers. Through its engagement on social media and instore interactions, the company has fostered a deep sense of familiarity and trust. By sharing the stories and personalities of the team behind the brand, Carter’s has created an environment where customers don’t just shop – they feel welcomed, valued, and a part of something bigger.
As Carter’s celebrates 150 years, its legacy continues to evolve – not just as a business, but as a living testament to the values that have always defined it. The Carter’s family is no longer just about a name; it is a shared experience, a culture of connection, and a commitment to serving with heart. Today, that family includes every employee, every customer, and every person who has ever walked through its doors, making Carter’s not just a store, but a home for all.
TAMMY-ROSE EVELYN, Marketing Coordinator. (GP)
In this period of modern working culture, employee loyalty can be rare, but stories like Alexandra Martelly’s show us that when a company creates a culture of support, respect and growth, it has an impact that goes way beyond just the job.
Martelly began her career with Carter’s 47 years ago and said “it feels great to be with a company that is focused on growth and showing a level of support that feels like family.” Originally from St Lucia, she moved to Barbados at the age of three and eventually had dreams of becoming a teacher. However, despite working tirelessly toward this goal, the path to teaching did not unfold as planned. It was during this time that Martelly decided to explore other job opportunities and one day, the phone rang.
It was the late Richard Carter, reaching out to ask if she was still interested in a position at the company. “I was excited,” she recalled with a smile, “I think I even asked if he wanted me to come in that same day! The next day, I interviewed for the job, and I remembered how the small details always stood out to the late Carter. He said ‘what really caught my attention about you, was your handwriting.’ This was long before emails became a common practice and from the very start, Richard Carter would offer invaluable advice to help shape my career. His first piece of advice was to always look customers directly in the eye. It seemed like a small thing, but it made a world of difference for me. I was painfully shy, so that guidance helped me grow so much.” She said.
Over the years, Martelly continuously grew and went from cashiering to data preparation. She also became known as the “rolling stone” of the company, always willing to travel to different locations whenever there was a staffing shortage. This flexibility and dedication earned respect and allowed for continuous growth.
What has kept Martelly at Carter’s for nearly half a century? It’s the love for the job and the connection with people. “I really love the interaction with customers and I stayed so long because I knew that was where God wanted me to be. I enjoy working with the staff and the new challenges presented as I rose through the ranks from cashier to now management.” she shared. “I also took a basic counseling course, which has helped me tremendously with my customer service skills. Richard Carter would always say to me, ‘you are always seeing the best in people.’ But he really taught me to complete
ALEXANDRA MARTELLY has been with Carter’s for 47 years and loves everything about her job. (GP)
each tasks with regard to every detail. I think this positive outlook has not only enriched my working experience but has also contributed to the warm, family-like atmosphere that defines Carter’s.”
That same family-like atmosphere was a source of strength during one of the most difficult periods of her life. As a cancer survivor, Martelly knows firsthand what it means to have a strong support system. When she faced the financial strain of treatment, Carter’s stepped in to help her through, ensuring she had the support she needed during that time. Their kindness and generosity reinforced what she already knew – Carter’s isn’t just a workplace; it’s a family that truly takes care of its own. As with all working environments, the job comes with its own challenges, but for Martelly, the work environment makes it all worthwhile. In concluding, she said, “I’ve been here for 46 years because I love what I do. Even on the tough days, the atmosphere and the support of my colleagues make it worth it. Carter’s truly is a family, and it has been an amazing journey to be a part of.”
Love of the job keeps Martelly for 47 years
Our culture at heart of everything we do
THE STORIES OF dedication and loyalty that have contributed to the enduring success of Carter’s are critical as the company celebrates 150 years. One such reflection that stands out is that of Lyra Holder, whose journey with Carter’s began 41 years ago through a simple connection with a friend. This chance encounter would set in motion a career that has spanned over four decades, marked by growth, camaraderie and a deep commitment to both customers and colleagues.
“It was a friend who mentioned that Carter’s was hiring, and that led me to apply,” Holder shared. “I was successful in the application, and what really stood out to me from the beginning, and still stands out to this day, is the sense of camaraderie among the staff. From day one, the welcoming and collaborative culture within the company made a lasting impression. Even at the management level, there is an open-door policy. All employees, no matter their role, feel comfortable approaching others to have discussions in a cordial and respectful way. That kind of environment fosters trust and a sense of belonging.”
For Holder, the core of Carter’s success lies in its unwavering commitment to customer service. “Customer service is our number one priority. We always look out for the best interests of our customers and do whatever it takes to meet their needs, even if it means going above and beyond when necessary. That is what keeps them coming back and helps us build lasting relationships.” It is this customer-first mentality that defines the Carter’s brand and has made it a trusted name for 150 years.
As someone who has witnessed the evolution of the company firsthand, Holder has valuable advice for new team members: “Take notes and pay attention to the culture. It is what truly defines us. Our culture of support, respect and teamwork is at the heart of everything we do.” For me it is not really about the work but more about the people who make up the team. So, I want to express my heartfelt thanks to everyone at Carter’s who has had a personal and professional impact on me and my growth. And, of
course, I want to thank our customers. Your unwavering support is the reason we stand tall today, 150 years later, with a bright future ahead.”
As Carter’s continues its journey into the future, stories like this remind us of the power of community, collaboration and a steadfast dedication to quality and service. It is what the legacy of Carter’s is built on, and what makes Carter’s the company it is today.
FOR LYRA HOLDER, the core of Carter’s success lies in its unwavering commitment to customer service. (GP)
APETER LASHLEY ’S love for the job lies in the constant opportunity to engage with new people, learn, and grow.
S CARTER’S CELEBRATES its monumental 150th anniversary, it is impossible to overlook the incredible individuals who have been part of its legacy over the decades. One such individual is Peter Lashley, whose journey with the company began right out of school and spans over four-and-a-half decades of growth, support and unwavering dedication.
It was during the summer of 1979 when Lashley first encountered a Carter’s employee in his neighbourhood. “After conducting his duties, he revealed that the company was hiring and that was the beginning of this special journey. I remember it clearly,” he recalled. “It was Monday, November 19, 1979, the day the late Richard Carter gave me the job. 45 years later, I am still here, and every day is a reminder of how much I enjoy what I do.”
Reflecting on the heart of Carter’s, Lashley highlighted that one of the many memorable moments with the late Richard Carter is a testament to the company’s core values of support and respect.
“Years ago, we would close for lunch, and during that time, I would occasionally use one of the company trucks to practise driving in the yard. Unfortunately, someone complained, and I was called into Richard’s office. He asked me why I was using the truck, and when I explained that I was interested in learning to drive, I was surprised that he did not reprimand me. Instead, he sent me through official channels to get the training I needed. That is the kind of leadership and family atmosphere that sets Carter’s apart.”
For Lashley, the love for the job lies in the constant opportunity to engage with new people, learn, and grow. “Every day is a chance to expand my knowledge and connect with someone new. The Carter’s family culture is unique – respect and commitment are at the heart of everything we do. That is why I have been able to stay here for so long,” he shared.
As Carter’s celebrates 150 years of quality products and exceptional customer service, Lashley emphasised that the company’s success is not only built on its products but on the people who make it great. “I love Carter’s. It is a great company to be a part of, and I am proud to have contributed to its legacy. I also want to take a moment to highlight Tammy-Rose, our incredible marketing professional. Her new initiatives have brought fresh energy and innovation to the company, and I am excited to see what the future holds.”
Success built on the people who make it great
(GP)
Supporting our own - building dreams, not just careers
At Carter’s, family isn’t just a word – it’s a way of life. This commitment to support and uplift their team was on full display in 2024 when the company proudly stood behind one of their own, Bruce Robinson, better known as Brucelee Almightee. His hit song Tomorrow took the Crop Over season by storm, earning him the titles of People’s Monarch and Road March King Bruce has been a fixture in the entertainment industry for years, making his mark in bashment soca with captivating performances and engaging lyrics. But his 2024 song, Tomorrow, struck a different chord – it became an anthem of living in the present, cherishing loved ones, and making the most of every moment. Its message resonated deeply, reminding everyone that tomorrow is never promised.
Since joining Carter’s in 2016, Bruce has been an integral part of the close-knit community that defines the company. So, when the opportunity arose to rally behind him, Carter’s went all in. The team produced two high-energy music videos not only to encourage the public to vote for Bruce in the People’s Monarch competition but also to showcase the true emotion and
Congratulations to Carter’s & Co on their 150th anniversary.
We are proud to be a valued partner and would like to wish Carter’s continued success.
150 5
inspiration behind the song. These videos captured the joy, camaraderie, and unity that Tomorrow represented, making it clear that Carter’s was fully behind their own.
“It wasn’t just about the competition – it was about showing Bruce that we believed in him, that his Carter’s family was standing beside him every step of the way. Winning was the icing on the cake,” said Tammy-Rose Evelyn, marketing coordinator
Bruce’s double victory was more than a personal achievement; it was a testament to the culture that defines Carter’s. Here, success is shared, and every milestone reached by team members is celebrated as a collective win.
“To know that the company I’ve worked at for so long was so willing to help me take my music to the next level was heartwarming. They didn’t just see me as a staff member, but as part of the family. That kind of support is what every employer should strive to give. Big up Carter’s for continuing to trailblaze in every aspect!” said Brucelee Almightee
Bruce’s journey is proof that at Carter’s, they don’t just build careers – they build dreams. And when one of their own rises, they all rise together.
A SCENE FROM the viral music video done by Carter’s in support of Brucelee. At right, Brucelee Almightee collecting his Peoples’ Monarch cheque with Tammy-Rose Evelyn (GPs)
MARKETING COORDINATOR
Tammy-Rose Evelyn presenting prizes to students of the St Mary's Primary School. Inset, Pick It Up recyclying bins full at the A Dacosta Edwards Primary School. (FPs),(GP)
Championing sustainability through the Eco-Fit Youth Programme
IN THE SUMMER of 2024, The Ashley Lashley Foundation approached Carter’s with an opportunity to support youth education on healthy lifestyles, environmental awareness, and sustainable practices, including the 5Rs – Reduce, Reuse, Recycle, Refuse, and Repurpose. Fast forward to today, and the Eco-Fit Youth Programme has reached over 3 000 primary school students across 20 schools, equipping them with the knowledge and tools needed to protect our planet.
Carter’s enhanced the interactive nature of the Eco-Fit Youth Program by donating a variety of educational books and kits as prizes throughout the initiative. Adding to the excitement, the 2024 People’s Monarch and Carter’s resident celebrity, Brucelee Almightee, made several live performances of his hit song Tomorrow, energising both students and teachers. His performances were a highlight of the programme’s fitness segment, where students engaged in fun and active workouts alongside music and the Foundation’s beloved monkey mascot, Eco
Beyond sponsorship, Carter’s took its commitment to sustainability a step further
by launching the Pick It Up Recycling Competition among the 20 participating schools. This initiative reinforced the programme’s core principles by emphasising real-world recycling efforts. In collaboration with B’s Recycling, students collectively gathered and recycled over 140 000 plastic bottles in what became an intense and inspiring competition.
In the end, Irving Wilson Primary School emerged victorious, earning the top prize of $5 000 in materials and supplies. Holy Innocents Primary secured second place with $3 000 worth of materials, while St. Luke’s Brighton claimed third place, winning $2 000 in essential school supplies.
“At Carter’s, community support is at the heart of what we do. Climate change continues to impact our island in profound ways, and we believe that by investing in initiatives like these, we are helping to prepare the next generation of leaders to create a more sustainable future,” said Brian Hurley, Carter’s marketing director.
Through education, engagement, and action, Carter’s remains dedicated to fostering a culture of sustainability in Barbados – one initiative at a time.
Supporting national progress: Investment in trades education
In 2022, Carter’s reaffirmed its commitment to community development by donating 160 specialty toolkits – valued at $75 000 – to the Barbados Construction Gateway Training Initiative (BCGTI). Established by the Ministry of Education, this initiative was designed to prepare the nation’s workforce for the anticipated $1.4 billion construction boom that was set to unfold in the financial year.
The BCGTI aimed to upskill Barbadians, providing training in key areas such as backhoe operation, bricklaying, carpentry, electrical installation, cupboard construction, landscaping, photovoltaic installation, painting, plumbing and much more. By equipping trainees with the necessary skills, the programme sought to ensure a steady supply of skilled professionals ready to meet the demands of the growing construction industry.
Recognising the importance of this national effort, Carter’s, a trusted name in home improvement and construction for over 150 years, stepped forward to support these future tradesmen. The donation of specialty toolkits provided students with essential equipment,
allowing them to train effectively and safely.
These toolkits were seen as more than just a means for education; they were an investment in the future of Barbados. By providing the right tools for hands-on learning, Carter’s helped create a pipeline of competent professionals who could directly contribute to the nation’s development, from infrastructure improvements to private sector projects.
“These toolkits allowed students to focus on their training, maximising the output of skilled tradesmen and supporting the rapid development of our nation,” said Brian Hurley, marketing director at Carter’s This initiative aligned with Carter’s long-standing tradition of investing in the community and addressing the evolving needs of Barbadian society. By supporting the BCGTI, Carter’s played a crucial role in shaping the next generation of construction professionals, ensuring the country was well-equipped for the opportunities that lay ahead. The company’s contribution reinforced the idea that a well-trained workforce is fundamental to national progress, laying the foundation for sustainable growth and development.
CARTER'S SHOWCASING SAMPLES of the Toolkits donated to the Programme with some of the students. (GP)
Focus on animal advocacy
For 150 years, Carter’s has been deeply embedded in the fabric of Barbados, and its support for local causes goes beyond business as usual. As the company celebrates this incredible milestone, it is also reaffirming its commitment to social causes that truly make a difference.
One area where this dedication shines is in the advocacy for animal welfare, where over the years, Carter’s has positioned itself as a key player in supporting local animals, partnering with organisations and creating events that bring people and pets together.
The annual Carter’s Canine Expo is a shining example of the company’s ongoing efforts to engage with the community. This event, which brings together pet owners, veterinarians, trainers and local organisations, has become a much-anticipated occasion and the impact remains significant, underscoring Carter’s role in not just providing for customers but also giving back in ways that positively influence the lives of both humans and animals.
At the heart of Carter’s focus on animal advocacy is the strong sense of community that permeates everything the company does. Through its various partnerships and initiatives, Carter’s has created an environment where animal welfare is prioritised, and pet owners are given the tools and resources to ensure their pets lead happy and healthy lives. This is evident in the way the company works alongside local shelters, veterinary associations and animal advocacy groups, continuously looking for new ways to support these vital causes.
What stands out most about Carter’s approach is its genuine care for both its customers and the pets they love. The company is not just about selling products but has a clear focus on building relationships and supporting causes that go beyond the bottom line. The highly anticipated annual Expo, for instance, offers a chance for dog owners to connect with services that are invaluable to them, from free veterinary checkups to pet insurance options, expert dog training demonstrations and even the opportunity to meet therapy and shelter dogs for potential adoption.
Over its 150 years of business, Carter’s has shown that success cannot be simply measured in
products sold or services rendered, but in the lasting relationships it nurtures and the positive impact it has on the community. Looking ahead, Carter’s remains steadfast in its mission to contribute to the well-being of the animals and communities it serves with a simple approach. That is, supporting local causes, engaging with the community and ensuring that both people and animals have the resources they need to thrive. (DT)
STEPHANIE CHASE and her Jack Russells, Happi and Dream, at the 2024 Canine Expo. (GP)
CARTER'S DOG OF THE YEAR 2024 - Micky with all of his prizes from the 2024 Canine Expo. (GP)
(ABOVE) MEMBERS OF THE POLICE CANINE UNIT conducting a demonstration for the crowd.
(Right) 2023 most handsome dog prize winner.
www.supremedistributorsbb.com
(GPs)
DOG OWNERS and their beloved pets at the 2024 Carter's Canine Expo. (GP)
COVID-19 JOLTED BUSINESSES in Barbados into action, pushing many to develop a strong digital presence. While some scaled back their efforts post-pandemic, Carter’s saw social media as an opportunity to deepen its connection with customers and the wider public.
With a long-standing reputation for quality products and exceptional service, Carter’s sought to extend its signature warmth and authenticity online. By making its staff the face of the company – both in-store and on social media – Carter’s fostered a sense of community that resonated deeply with its audience. This approach transformed the company’s digital presence into an extension of the Carter’s family, allowing customers to feel a stronger connection to the brand.
Seasonal videos, including Valentine’s and Christmas specials, marked a shift from corporate formalities to fun, relatable content. These productions showcased the vibrant personalities of the Carter’s team, reinforcing customer trust and loyalty. The overwhelming response, seen in the thousands of comments each viral video garners, speaks to the genuine bond the public has formed with the brand. Marketing Coordinator and creator of the video concepts,
ABOVE , Carter’s Comments. At left, behind the Scene’s shot from the Carter’s 5 Christmas Video. (GPs)
Tammy-Rose Evelyn, explained, “All I do is highlight what already exists. The staff truly are the heart and soul of Carter’s. What you see in our videos is exactly who they are—genuine, funny, and caring people.”
Carter’s continues to capture the hearts of the Barbadian public with its engaging and high-quality productions. Its success has set a precedent for a new approach to local social media marketing, inspiring other businesses to showcase their staff as the true essence of their brand. As Carter’s pushes the boundaries of its content, it remains committed to strengthening its connection with the community – both instore and online.
While celebrating this milestone year, customers and online supporters can look forward to the company pulling back the curtain even further, offering an exclusive glimpse into the heart of the Carter’s family.
With an exciting line-up of engaging content, heartfelt moments, and an abundance of good energy, Carter’s is poised to make this year an unforgettable celebration for its customers and team alike.
Connecting through social media
Come join our celebration of legacy and community
As Carter’s marks its 150th anniversary, the company is inviting all of Barbados to join in a year-long journey through its rich history, vibrant community, and deeprooted impact on the island. Throughout 2025, Carter’s will showcase the heart of its operations, opening the doors to the public and giving them an inside look at what makes the company more than just a hardware store – it’s a part of Barbadian life.
Each month, Carter’s will highlight a different location, celebrating the staff, customers and communities that have supported the company throughout the years. Starting with High Street in March, the celebrations will move through Barbarees Hill, Wildey, Lower Estate, Pilgrim Road, Six Roads, Warrens, and conclude at Fisherman’s Corner in October. Customers can expect exciting events, exclusive promotions, and a deeper look into the people and stories that have shaped Carter’s over the decades.
Beyond showcasing its legacy, Carter’s is
committed to giving back in a major way. Throughout the year, the company will launch initiatives that make a real impact on the community, reflecting its dedication to supporting and uplifting Barbados. From customer appreciation days each month to giveaways and surprises for loyal shoppers, Carter’s is ensuring that this milestone is not just a celebration, but a shared experience of gratitude and generosity.
As November approaches, Carter’s will take pride in showcasing its 150 per cent Bajan heritage, paying tribute to the culture, people, and values that have shaped its success. In December, the company will close out the year with a focus on giving back, demonstrating its gratitude by making a tangible difference in the lives of those who need it most.
This anniversary is more than just a reflection of the past – it’s a celebration of the present and a commitment to the future. Carter’s is inviting Barbados to be part of this historic year to celebrate, connect, and experience the journey together.
