Family-owned auto parts company converts to NAPA brand

They say it's all in a name, but for Dick Seehase, it's also all in the family.
 
For 51 years, Seehase has been among the family members owning and operating The Parts Place. And while the Holt-based car parts company has spanned three generations and grown to nine mid-Michigan locations, the company prides itself on providing the highest level of customer service.
 
That quality of service, Seehase says, will be further ensured as the distributor of automotive parts and equipment switches affiliation from CARQUEST to NAPA, and adds an 18,000-square foot warehouse as the hub.
 
"It made perfect sense to go with a more traditional auto parts company," says Seehase of the changeover. "With our 50-year-old history and NAPA's 90, we'll be well-recognized and even more prepared to service our customers."
 
All eight stores will carry NAPA inventory and retain the nearly 60 professional staff who work in locations in East Lansing, West Lansing, Holt, Charlotte, Mason, Eaton Rapids, Williamston and Stockbridge.
 
The newly purchased warehouse on the corner of Waverly and St. Joseph will result in about three new staff joining the company. The space will also allow The Parts Place to carry about $2 million more in additional inventory to service all locations.
 
Seehase says the commercial market makes up about 70 percent of The Parts Place customers, with the remaining 30 percent coming from do-it-yourselfers.
 
"Years ago, lots of people could work on their own vehicles, but as the complexity has increased, we began servicing more commercial clients," says Seehase. "Our employees come from all different facets of the market, too, and know the business."
 
Seehase says The Parts Place changed affiliation in late April. He says he's anticipating the NAPA partnership will spur annual sales growth from about $9 to $15 million in the upcoming year.
 
"The NAPA brand name is one of the most recognized brands in the United States," says Seehase. "We're hoping to add more stores once we get our feet on the ground."
 
 Source: Dick Seehase, Company President, The Parts Place NAPA
Writer: Ann Kammerer, Development News Editor