Halifax dealer builds $1.3 million business in 30 months

Publish Date: 
Jan 15, 2014
By Georgia Krause

But that’s fine, because what is really driving this dealer’s growth is its aftermarket parts, apparel and accessories inventory. In fact, Redden estimates that 70 to 80 percent of his business is now parts and accessories.

Halifax Motorsports is packed to the rafters with a full line of aftermarket items for motorcycles, ATVs, side-by-sides and snowmobiles of every size and brand.

Tires, snowplows, wheels, performance and service supplies for Honda, Yamaha, Kawasaki, Suzuki, Harley-Davidson, Arctic Cat, Can-Am, Polaris and BRP machines jockey for space with helmets, boots and apparel from brands such as Alpinestars, Icon, Scott, Arctiva, Thor and Moose.

The organized and packed displays are a reflection of Redden’s take on stellar customer service. “You have to stock it to sell it,” he says.

He believes great customer service starts with available inventory, especially since customers often drive up to four hours one way to his store.

“Halifax Motorsports’ philosophy is to have as many sizes, configurations, styles and types of riding gear as we can fit into the 3,200 square feet,” he said. “Our customers want to feel and inspect what they buy, and I have a much better opportunity to sell them something if I have it in the store when they are buying. I ask them sometimes ‘Is this all you need in town?’ and they’ll tell me our store is why they made the trip.”

Deep inventory began as Redden’s biggest challenge, and it’s now his greatest asset.