Idler’s has thrived when most family-owned businesses struggle. After 16 presidential terms, close to as many periods of economic struggle, increased competition from big-box and e-commerce retailers and shifting demographics, Idler’s celebrates its 60th anniversary as a top competitor on the Central Coast and has rebranded as Idler’s Home.
Current Idler’s patriarch, Don Idler, credits the company’s resilience and longevity to a strong family culture, great service and low prices. Started in 1954 by W.C. “Bud” Idler, Don’s dad, the company is still a family affair, involving son Bryan, daughter Jennifer, Jennifer’s husband Matt Farrell and lifelong friend Keith Rodgers.
Looking ahead, the company now positions itself for future growth with a new brand: Idler’s Home —more of what you want for your home. Idler’s Home has expanded its traditionally appliance-focused showrooms to include three additional departments: a sleep center with top mattress brands, a full cabinetry and kitchen design center and an outdoor living department featuring spas and barbeques.
“Don and his family care about each employee,” said Shawn Smith, Idler’s store manager and buyer. “We feel like part of the family. And we’re trained to treat clients like family.”
Smith mentioned that many of Idler’s employees stay for an average of ten years or longer, making the environment even more family-like.
That commitment to people drives Idler’s commitment to low prices.
“With our national buying group, BrandSource, we can be ultra-competitive with big-box stores like Home Depot and Sears,” Bryan Idler said. “If they do have a better price, we will match it. It’s not just a policy; it’s a philosophy.”
The rebranding better represents what the company has become, said Don, but Idler’s Home is committed to improving the lives of Central Coast families and will maintain its high-quality service, low prices and welcoming, family environment.