Dispatch: Local Shops Look to Hammer Big Boxes

Two longtime business are facing competition from giant chains. Can they sustain themselves in the climate of this new economy? Can they remain who they are and have always been or must they become a brand?

Brian's Aquarium & Pets in Rocky Point is going head to head with Petco, while Rocky Point Hardware is having the screws put to them by the new Ace Hardware.

If you grew up in Rocky Point you would be familiar with its small town demographic. It is surrounded by state land (a 6000 acre preserve) and abuts the Long Island Sound. Many people live here but work elsewhere. There is no industry, but there are your local mom and pop stores that have been serving the community for generations.

"This community has always been anti-big box, and Petco is big box," said Brian Flanagan owner of Brian's Aquarium & Pets.

With Petco moving in just across the street in the Kohl's Shopping Center, Brian's has taken on the attitude of "The Little Engine Who Could," small but powerful.

"The good news is that with 31 years experience we are going to compete the best we can. We have the knowledge, our staff has been with us for years, we are all local people with families, we know our customers," said Brian, all the while rattling off the mathematical formula for gallonage in an outdoor pond for a customer.

Keith Denner and Cara Ledwith shop at Brian's for the price and service.

"We've been shopping here for years," Denner said. "We come for the personal service. They are knowledgeable and helpful."

Bill LaPurka, who has owned Rocky Point Hardware for so long that he has seen three generations of customers, said, "Our customers are our friends. We have a one on one relationship; we grow these friendships. It's a way of life that is leaving."

Ironically, Rocky Point Hardware was the first Ace on Long Island.

"Ace came to me back in '81 when they were trying to break into the market on the Island," he said. "They said 'You're kind of small,' but they put me in front of their board in Oakbrook, Ill. and they used to drive a 45-foot truck up to my store. Now they have 68 stores on Long Island.

Rocky Point Hardware still buys products directly from Ace, but the relationship is strained.

"They made me sign, that I was "Non-Branded" or they wouldn't sell to me," he said. "That means you can't say you're Ace, you can't advertise or give Ace rebates to your customers."

Kristine Mirell, who has worked for Rocky Point Hardware for twenty years, lives, works and shops locally.

"I have a pet rabbit and I buy pellets and bedding from Brian's Aquarium," she said. "Petco only carries brand names, The same natural bedding with the same upc code I buy at Brian's for $15.99 is $24.99 at Petco."

Michael Hatzel, of All Glass Professionals, who was regaling both staff and customers with jokes, said "I won't step foot in the new Ace, they don't have the knowledge."

Costello's, the family company that owns the new Ace, has been in the Long Island area since 1973. The company sent to Patch before the new store opened, saying that the store was brough to Rocky Point "based on market survey data that showcases a need in the community for the products and services that Ace provides."

Are these family owned small business a quaint nod to the Main Street of a by-gone error or like "The Little Engine Who Could," will they chug along and continue to serve their communities as they have for so long?