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Pride Products

Feb 1, 2012

Pride Products has grown from modest beginnings into one of the largest distributors of general merchandise in the United States. Founded by David and Roya Emrani in October 1983, Pride began selling out of a one-car garage and a used Ford van on Long Island, NY. As the wholesaler grew, it expanded the product line and moved into a 30,000-square-foot facility and later a 150,000-square-foot warehouse and office building in Ronkonkoma, NY. The company currently sells out of a newly renovated and expanded 300,000-square-foot facility, features its own fleet of trucks, and has a 6,000-square-foot showroom that welcomes buyers to take a look at an extensive line of merchandise.

Providing merchandise to more than 5,000 stores across the U.S., Pride remains family owned. They carry over 4,000 different branded and non-branded items, in more than 30 categories such as housewares, holidays, health and beauty, pet care, and dining and kitchenware, which are then divided further into dozens of sub-categories. The company sells to dollar stores, discount stores, variety stores, supermarkets, convenience stores, and other independent retail stores, as well as wholesalers, importers, exporters and non-profit organizations in all 50 states, and more than 40 countries.

"We are famous for disposables; everything from paper towels, toilet tissue and napkins to plastic household products and aluminum foil containers and wraps," David Emrani says. "If you walk into a dollar or discount store in the New York tri-state area, you can find the Pride brand in nearly every store that you walk into, I would bet." On top of the disposables line, Pride offers a vast assortment of other general merchandise, both imported and made here in America. For example, the housewares line includes bedding items, frames and photo albums, candles, novelties and decorations, and some electronics and small appliances, while the dining and kitchenware section offers cookware, food storage, glassware, tableware, and other kitchen tools. Each product has a different case size.

In the middle of November, Pride Products launched a new line of rigid, high quality computer and cell phone accessories called Yellow Dragon, that went nationwide. "IPad, computer and cell phone covers are so expensive, and we're introducing them at pennies on the dollar compared to national brands," Emrani notes. "If you go to the Apple Store for an iPad case, you're looking at 60 to 90 bucks, but you can find the same quality and style case for $6 each distributed through Pride."

Despite the growth of the business, Pride is still, at its heart, a small operation that does everything possible to please its customers. "We stand out because of our employees," Emrani adds. "I have good employees, and customers look at us as a family. Most of our employees have worked here more than ten years, they know what they are doing, and they take care of the customers. The number one factor that has led to our success is the employees, number two is the quality, and number three is the price. I believe in what we do, and we are one of the leaders in our industry."

The Pride Products website offers numerous benefits for customers. After signing up for an account, users can view items that are down to a small number left before they become out of stock, through the Limited Quantity tab. Other features include a list of monthly specials, new arrivals in each category, and a new feature, the quick order option, which allows users who have a copy of the physical catalog, to enter the product numbers directly into a module, rather than having to search or browse and click on each item to add them to the cart. Once users register with an online retailer account, they will also receive a weekly special promotion flyer via email.

"In my opinion, compared to our competitors, our site is the easiest to navigate," says Dustin Emrani, David's son and operations manager for Pride Products. "It is very easy to find what is in stock, as well as the latest items that have come in, and everything is automatic, simple and very clear. If you want to make an order, it's very intuitive and incredibly easy. The site is updated pretty frequently, with new products up every day. We also update every few weeks with new product lines, advertisements, and other things."

Pride Products has a $500 minimum order, and expected profit margins can vary due to the extensive line the wholesaler offers, but David Emrani estimates most retailers and sellers can mark up Pride's inventory between 33 and 50 percent, at a minimum. Despite a weak economy, the company's founder is feeling good about the future. "I think we're going to do extremely well in the coming months and next year," he says. "I'm feeling very optimistic. I think 2012 is going to be the year for independents. When the economy is down, it is always the mom and pop that pulls it out. We support the mom and pop, because we mostly sell to smaller stores, and they're the ones who have to pull us out. I think by providing good merchandise at the right price, the independent retailers are going to do well, and I'm looking forward to selling to them."

For more information:
Pride Products Corporation
4333 Veterans Memorial Highway
Ronkonkoma, NY 11779-7631
Tel.: 631-737-4444
Toll Free: 800-898-5550
Fax: 877-729-4749

Topic: Company Profiles

Related Articles: general merchandise  housewares 

Article ID: 1542

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