100 and counting: Behr's keeps rolling on

Seaford, N.Y.— Here are two strong signs you're a successful kids retailer: Your store is one of the few independents left on Long Island, and you're celebrating your 100th anniversary in business this year

Behr's Baby & Kids Furniture in Seaford, N.Y., started in 1906 when owner Steve Behr's grandfather made and sold wicker bassinets in the New York City area. His father eventually took over the business, which later moved to Queens and then Long Island. In 1961, Steve joined the business at the tender age of 16.

"My dad took me out of school, put me to work and I didn't have a vacation for the next seven years," he said.

Now, more than 40 years later, his hard work clearly has paid off. Business continues to remain steady despite competition from nearby big boxes — three Bellinis, four Babies "R" Us and two Buy Buy Babies are all within a 30-mile radius.

Four years ago, the opening of a Babies "R" Us prompted Behr to rethink his store's inventory. Strollers, carseats and other baby gear were dismissed in favor of furniture and bedding.

Today, the 19,000-square-foot store, part of which once was a beauty parlor, features 140 different cribs from Ragazzi to Rumble Tuff. A year and a half ago, Behr expanded the store to include a showroom for teen furniture, and eight months ago he added more space to showcase bunk beds and other case goods.

Though he has ample room to display many vendors, Behr believes in remaining true to his primary sources and devotes floor space to select names. This enables him to make a better profit, receive shipments quicker and display complete lines.

"We pride ourselves on our exclusivity with partners," he said.

What truly sets Behr's apart from other stores is its customer service and its employees, many of whom have been with the business for decades. "Taking care of our customers is first and foremost," Behr said. "We have an unwritten guarantee of fixing things, like a damaged crib drawer, or replacing parts. This way, we have a customer for life."

With such devotion to the consumer, it's no wonder Behr's clientele hails from all over the metro area, from New Jersey and Staten Island to Quogue and other eastern parts of Long Island.

Deliveries, which Behr deems "the toughest part of the business," are made by the company's own truck drivers. "We don't use an outside service," he said. "We have more control that way."

Another way of personalizing the business is always having a person answer the store's phone. "There are no answering machines, no 'press 1 for customer service'," said Behr, who believes this touch makes a big difference to consumers.

Behr's limits the number of vendors it carries and devotes floor space to select names.