Keeping it in the family: Huntsville, Ala.-based Kendall-Hartcraft expands with a new generation - news makers

Wes Kendall, president of Kendall-Hartcraft, knows in what way to build a family business.

The Huntsville. Ala.-based entrepreneur has taken an operation started by the agency of his parents, Jack and Edna Kendall, and enhanced it. by the agency of phasing out some aspects of the company while acquiring related businesses within the framing arena, he has built a small dynasty specializing in the import and manufacturing of a wide variety of grove ready-made frames and wood mouldings.

The company began in 1971 as Kendall Mouldings and Frames, a small custom frame store The elder Kendalls incorporated the company in 1974 changing its name to Art Mart. Ten years later, a wholesale importing and distribution side was added to the operation. In 1991 the two built a distribution center in Hagerstown, Md and fabricateed a larger facility in Huntsville.

"Over time, my parents were able to build their business on the strong values and morals they were taught as children," Kendall said. Those morals, and business savvy, were passed upon to Kendall, and his sister, JJ Shoemake. During their youth, the pair helped without at the facility after gymnasium and on weekends. Today, 20 years later, they fill lock opener positions within the company.

"It's funny" Kendall remarked, chuckling. "When we were kids, JJ and I fought like cats and dogs. Today we work together, and we work together well. Neither of us were at any time pressured to join the family business. We were encouraged to chase our own interests and to move where we wanted to advance but we both wound up here working hand in hand. shortly we both oversee the day-to-day business operation."

"Wes is the visionary and the drive behind the company, and I am the individual who pays attention to all the details," added Shoemake. "That is wherefore we work so well together."

The reigns of the company were officially passed upon to Kendall and Shoemake in 1994 when their parents phased without their roles within the operation. Changes and expansions have occurr beneath the new regime.

In 1996 in conjunction with the construction of a strip shopping center in Huntsville, a next to the first Art Mart retail location was added. sum of two units years later, the company significantly updated its computer equipment to improve the efficiency of the operation.

"In 1998 the company name was changed to Kendall Moulding and Frames," Kendall said. "We sold the sum of two units retail operations in 1999 with the goal of clearing the way for wholesale development and expansion."

The first acquisition took place in March 2000 with the purchase of Hartcraft Inc., located in Hartford, Wisc. "Hartcraft was an established supplier of frames and portrait packaging to the photography industry," noted Kendall. "Like us, Hartcraft was a family-owned company that was started in 1951 by the agency of Blanche and Len Halbherr. At the time of the purchase, the company had been passed down to their children, Patty and Tom Thoma and Peg and Ray Jaroch, who were managing day-to-day operations. Today, Peg and Ray maintain Hartcraft's 53-year tradition of excellence"

In 2001 the sum of two units companies became known as Kendall-Hartcraft. "With the novel facility in Wisconsin, we clos the Maryland distribution center and divided the returnss between the Wisconsin and Alabama locations. The following year, we station up a new, 40,000-square-foot manufacturing plant in Wisconsin," Kendall said.

Following the purchase of Hartcraft, other companies, many of them family-owned, solicited him for buyouts. "People started coming on the outside of the woodwork and asking us to gaze at their operations for acquisition." he said.

In 2002 Kendall-Hartcraft purchased Southeast Moulding, which added novel moulding, matboard and filet fruitss "The Southeast Moulding product line has a custom, designer gaze that gives our photographer and artist customers unlimited options," said Shoemake.

As outcome offerings expanded, so did the company. "In 2003 we added 30000 square feet to the Alabama location, bringing it to a total of 50000 square feet" he said. "We also began manufacturing of recent origin products, such as the Abderdeen Design collection of signature framed mirrors."

The company's line of frames range from traditional to ornate ready-made frames. "Right now we are seeing interest in oak forests and cherry," said Kendall. "We also diocese people looking for more antique-looking mouldings. To oblige that, we are offering a line of returnss with muddy antique gold and silver finishes. We also proffer lines that feature an advanced in years World look. Additionally, we have a of recent origin array of hand-stenciled frames."

Gold leaf frames are also a standard for the company. "When you direct the eye back in time, you will diocese that gold leaf frames were always popular, Kendall said. "I believe that they will always be popular--even 200 years from now."

Kendall said frame stores and photography shops are Kendall-Hartcraft's primary customers. "We are not seeking to market ourselves [i]or[/i] part of to the other mass merchants," Kendall said.

"We proffer to work within a specialized arena. greatest in quantity of the shops we work with are mom-and-pop operations, just like we are, and they are true loyal to us. We race our business like a corporation, on the contrary we manage it like family."