Elcor’s N.Y., N.J. reach expands

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Tuesday, April 1, 2003

FAIRFIELD, N.J. - The opening of a branch here by security products distributor Elcor International marks the second time in five months the company has embarked on improving its reach in the upstate New York and eastern New Jersey markets.

The February addition comes on the heels of Elcor relocating its Long Island branch to a larger facility in Hicksville, N.Y. It also coincides with the need for an additional distribution alternative in the area, said Charles Geschwind, president of Elcor, based in Fresh Meadows, N.Y.

“There’s a lot of growth and there’s a need for another independent distributor in this particular area,” concurred Perry Grella, branch manager of the Fairfield, N.J., location. “There’s a lot of new construction going on out West here in the Parsippany Route 10 area.”

While the new branch is the third location for the supplier of CCTV, access control, alarm equipment and other products, it serves as its first location in New Jersey.

In creating its Fairfield, N.J., location, Elcor used its Hicksville, N.Y., branch as a model. It boasts 3,500 square feet, only 500 feet smaller than its other new location, and features a large showroom and warehouse.

“It’s a very nice showroom set up where customers can come in and see equipment on display and working models,” said Geschwind.

And like its Hicksville, N.Y., location, Elcor also expects most sales in Fairfield, N.J., to be in person.

“Most customers like the idea of going someplace to pick something up,” said Geschwind. “In Hicksville, N.Y., 85 percent of the company’s business is counter pick-ups.”

Geschwind characterized the new location as “a building block” for the company as it considers additional offices. Later this year, Elcor may open a branch in the White Plains, N.Y., area to better serve that market.

But before it opens a new branch, Geschwind said the company will make sure it has experienced staff in place and an ideal location. Elcor’s Fairfield, N.J., branch was two years in the works.

“We do expect to have other locations,” he said. “We’re the type of company that does a great deal of planning. We do things slow and we want to make sure we have the right ingredients in place.”