By Peek Hames – Originally Published in the 2008 Founder’s Review Magazine
Many things have changed in the business world since Alex Peterman bought Belleview Hardware from Bruce and Grace Moody 30 years ago. Most of the items in the store were displayed on tables then. One of the first things Alex did was to get rid of the tables and use shelving to display more products. Today you can find over 25,000 items displayed throughout the store, filling every available space. Items include fertilizer and garden tools, plumbing, electrical, construction tools, paints, lighting, and the list goes on and on. New customers are continually amazed at the number of items filling the store to capacity.
Alex grew up in Ocklawaha and graduated from Lake Weir High in 1974. After high school, Alex attended Stetson University at DeLand and graduated in 1978. Each summer of his schooling, Alex worked for the Moodys at the hardware store, and after graduating from Stetson, he seized the opportunity and bought the store in July 1978.
Those first ten years the only chain establishments in Belleview were McDonald’s and TG&Y. Alex could pretty much determine the amount of sales the store would do week to week, with winter members being his slow season. His biggest concern was inflation. It was doubling and tripling the price of his products. He set his goal to have as many products available for the customers as his store could hold while continuing to give friendly and helpful service. One of the changes today is the technology in buying products. Gone are the days of a friendly salesman coming around with a pad and pencil to take orders. Alex puts the item numbers he needs to order in a handheld textron, and hooks it to the telephone, and usually in two hours his order is pulled for the next delivery.
When asked about the competition of the major chain stores, Alex answered, “They have to make a profit to stay in business just as I do. Buying from a distributorship I’m able to get 97% filled orders with a competitive price, and fast delivery. You learn everyday ways to make your business better, both for you and the customer.”
Belleview Hardware is open six days a week, and has six helpful employees. Two have been employed with the store for 20 years. “When a customer can’t afford to call a plumber, and we can give them some instructions, and the right parts so they can repair what’s broken, that’s a rewarding experience for both of us,” Alex said. “We’ll cut and thread a six-inch piece of pipe if that is all the customer needs. If they only want one nut or bolt, we have that too.” You might find it unusual to be able to purchase Greek seasoning at the hardware store. The previous owners were selling the seasoning 30 years ago, and Alex has continued to do so. It remains a good selling item on the sales counter.
Besides operating Belleview Hardware six days a week, Alex owned Ocklawaha Hardware for 20 years, and Courtney Hardware in south Ocala for nine years. He also found time to serve Belleview-South Marion as the Chamber of Commerce president.
Alex married Patty Gough in 1990. Since 1993, when Alex was diagnosed with MS, Patty has been an integral part in managing the business. With a gleam in his eye, Alex said, “Patty has never had a day when she didn’t bring that warm friendly personality of hers to work.”
The face of Belleview has changed since Leonard and Irene Bingham built Belleview Hardware in 1952. Belleview Hardware has gone through many changes. There are no slow periods anymore, and many of the people that walk through the door now are first-time customers; and the friendly helpful service they find there will bring them back.
