DISHING IT OUT : REPLACEMENTS LTD.

Tales of good ideas blossoming into world-leading companies and global success are often hard to come by, but for Replacements, Ltd. and its founder Bob Page, this became a reality. Page’s weekend hobby-searching for china and crystal pieces at flea markets and thrift store””while working as an auditor for the state of North Carolina led him to the creation of his own fledgling company.

When his family and friends began asking him to search for dinnerware patterns they had either lost or broken over the years, Page realized that others might also be looking for particular pieces.

"I realized that there was a demand for some of these old patterns, and I really started to believe that if I could devote my time to searching for china and crystal patterns full-time, then I could make a living at doing that,” says Page.

He took the gamble in 1981 and quit his full time job to devote his energy and foresight into Replacements, Ltd. Initial reaction, as is often the case, was skeptical.

"Everybody thought I was crazy,” says Page. "The idea of selling used dishes for a living didn’t sound like a very likely venture!” The Small Business Administration did not think his new occupation was going to be lucrative either. "When I first got started, they more or less said I would be wasting my time to apply.”

Perseverance paid off though, and in 1986, the organization selected Page as its small businessman of the year. From then on in, Page started to build his customer-base by advertising his china and crystal replacement services in Southern Living and Better Homes and Gardens.

Clients responded to the ads by contacting and providing Page with necessary information to fill their hard-to-find-piece orders. "I would just write down the pattern and manufacturer names and the pieces they were looking for,” says Page. He inputted the china and crystal pattern requests on cards with the help of one assistant and stored the inventory in the attic of his home, while his bedroom served as the office area. When he located a requested pattern piece, he would mail it straight to the customer.

In 1981, Page’s determination and hard work began to reap dividends as sales at Replacements, Ltd. rapidly reached 150,000. "Our sales really picked up, and we actually showed a profit during our first year in business,” says Page. It was clear that he was onto a successful idea.

Replacements, Ltd.’s sales and inventory started to sky-rocket and grow beyond Page’s home. He decided to build a business facility in Greensboro, North Carolina, where he began to input and store his customer and pattern information into a computer database. Today, the company has over 500 computers that connect to two mainframe servers. The process has produced effective results for Replacements, Ltd.-by storing information for over 10 million pieces of inventory, 200,000 patterns and more than 4.6 million satisfied customers.

More impressive though, are the 100,000 pieces of china, crystal and silver that are shipped to Replacements, Ltd. from independent suppliers each day. The business also receives close-out patterns by manufacturers. Each item is carefully inspected and stored on one of 50,000 shelves in two warehouses that cover the same amount of area as five football fields.

Page wanted to expand and attract more collectors. With such huge demand and an ever-expanding company, creating a website, www.replacements.com, was a logical step for him to channel sales. Within months sales surged by 50%. Today, Replacements Ltd. processes 3-4,000 orders each day, and was nominated by Internet Retailer Magazine as one of the Top 25 websites of 2002.

Search engines have also played a huge part in Replacements, Ltd.’s prosperous e-commerce as the business expanded.

"People are using Google or some other search engine to look for a pattern or manufacturer name, and it brings them to our website,” says Page.

Customers can search Replacements, Ltd.’s online database by entering the pattern and manufacturer name, dishware border or crystal glassware trim. They can match-up their pattern by viewing images or diagrams on its website. If the pattern is not available, Replacements, Ltd. will notify their clients by e-mail when it has arrived in the store.

My dad was a small-time tobacco farmer. He always believed in helping and accommodating other people, and that’s always been my philosophy, too.

Personal customer service remains paramount to the company. Franciscan Starburstware collector Bre-elle Ishtar utilized Replacements, Ltd.’s services by placing her first order over the telephone. She was astonished by the company’s superb customer service. "During my first order, I was so amazed how friendly the people are when you talk to them,” says Ishtar. "It’s like they have known you for years. It was just a very comfortable experience.”

Besides great customer care, clients are also guaranteed to receive their product within seven to ten business days. One essential company feature that assists with keeping its delivery promise is having a packaging and mailing center on the premises, an example of how carefully Page has worked his business model for success.

As with any business, communication and customer service are essential ingredients for Replacements, Ltd.’s formula. Page credits his family values for helping establish the company’s efficient but personal business ethic. "My dad was a small-time tobacco farmer so we all lived out in the country,” says Page. "He always believed in helping and accommodating other people and that’s always been my philosophy, too.”

Page ensures that his 600-plus employees are equally satisfied and enjoy working for him. "Our employees feel that we really do care about their welfare,” says Page. "We also solicit suggestions from employees on how to improve company conditions.”

This type of attitude resulted in Replacements, Ltd. being selected as the Best Place to Work by the Triad Business Journal in July 2002.

For some employees, it’s the pet-friendly-work-environment perk that makes them happy. Page realized after he brought his two dachshunds to work, that it wasn’t fair if his employees couldn’t. So, he instigated a policy that allows workers to bring in their "best friend”.

Today, his company is the world’s largest supplier of old and new china, crystal, silver and collectibles. In 2003, Replacements, Ltd.’s sales exceeded 73 million, and Page wants to continue to progress into the future. "We always want to continue to improve and be the very best that we can be,” says Page reflecting on how a hobby transformed into a global success story.

5 THINGS BOB PAGE WISHED HE KNEW WHEN HE STARTED HIS COMPANY
Not relying on the advice of consultants
How relationships with government agencies really work
Vision and commitment will get you through the tough patches
Should have quit my previous job sooner
Don’t let personal issues consume business time

WAYS TO GET THROUGH A BUSINESS’ ROUGH PATCHES
Do what you love (for a living)
Learn from your mistakes
Don’t let egos get in the way
Waste not
Never say never