The new Heydlauff’s ownership team: from left, Ben Kellogg, Jake Heydlauff and Jason Aquirre
Fourth-generation co-owner takes the helm
By Alan Wolf, YSN
Succession is more than just a hit HBO show.
In Chelsea, Mich., longtime BrandSource member Heydlauff’s Appliances is passing the ownership reigns to fourth-generation partner Jake Heydlauff and two childhood friends, Jason Aguirre and Ben Kellogg. Each grew up in the community that Heydlauff’s has served for the past 93 years, and for the last decade have worked in various capacities for the family business. Their hands-on experience instilled an expertise in all aspects of the retail operation, from sales and customer service to delivery and installation.
“All three of these men understand our history of taking good care of our customers,” said Jake’s dad Mark Heydlauff, a former Michigan Region board member and grandson of company founder Lloyd Heydlauff. “They know the community and they bring new thinking.”
Those new ideas include a showroom expansion that is currently underway and set to open this fall. “When my great grandfather started the business there were only a few appliances and manufacturers,” said new co-owner Jake Heydlauff. “Now our customers have a wide variety of styles, manufacturers, price-points and even colors.”
Added co-owner Kellogg, “We need more space so customers can see and handle these important home essentials in a home-like setting.”
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The sale of the appliance dealership was announced by Mark Heydlauff, who managed the store, along with his brothers Matt, who oversaw deliveries and installations, and Steve, who headed the service department. The brothers purchased the business in 2000 from their dad George, and four years later acquired a 12,000-square-foot warehouse space that provided better inventory management and allowed the basement to be repurposed as a scratch-and-dent and closeout merchandise center. They followed that up in 2006 by converting an upstairs showroom into a premium appliance showcase and added several kitchen displays throughout the store.
The new owners said they are committed to maintaining the strong reputation Heydlauff’s Appliances has earned in its market and are sure to make their forebears proud.
BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, furniture, mattress and CE dealers.