The Morris Levin & Son Story
The year was 1934 and the United States was in the grip of the Great Depression. Despite the hard times, Morris Levin and his young son, George, set out to carry through on a long standing dream -- to open a business of their own.

They carefully studied the area between Fresno and Bakersfield, California. They finally chose to open their business in Tulare, a vital communications, transportation and business area with abundant and inexpensive land.

They started as a scrap metal yard. Morris, his wife Celia, George, and his wife Millie worked long hours to make the new business a success. Soon the business expanded into a plumbing shop and hardware store.

During World War II, George served as a combat engineer in the Philippines and Japan and brought back the mechanical knowledge and skills needed to obtain a contractor's license.

Morris Levin & Son expanded their mechanical engineering to include refrigeration, sheet metal, electrical, sewer and septic tank installation. It wasn't long before Morris Levin & Son had a reputation for quality contracting work and excellent customer service.

In 1959, George Levin envisioned yet another opportunity to expand the operation. Following a trip to Omaha, Nebraska, where he studied his brother-in-law's rental business concept, George returned to Central California and opened a small tool rental department. The concept continued to grow into one of the largest and most complete rental equipment facilities in California's Central Valley.

Paul Atlas married George's daughter, Marilyn, and in 1960 joined Morris Levin & Son. Today, Paul is the President of the company.

Between 1960 and 1981, there was dramatic expansion of the hardware store, the construction of a new sheet metal fabrication shop (directly across from the hardware store) an the continued growth of the rental and parts center.

George Levin retired in 1981 and passed away in 1983. Under the leadership of Paul and Marilyn Atlas, Morris Levin & Son began a new phase of rapid expansion.

As the rental and parts branch of Morris Levin & Son became increasingly successful, the need for additional space became a priority. In 1992, the new Rental and Parts Center was built on five acres of land across from the main hardware store, making it among the largest and most complete rental and parts facilities anywhere in the United States. The modern, well-maintained equipment is popular with the general contracting, agricultural, municipal and residential marketplaces.

In 1993, David and Tracy Atlas, Paul and Marilyn's son and daughter-in-law, became the fourth generation to come into the business. They brought expertise from the corporate world along with fresh ideas for further expansion.

A short time later, plans for another store were drawn up, and soon there was a modern facility in Porterville. It was decided to combine two elements that helped make the Tulare, California operation a success -- hardware and equipment rental. With the further expansion of the small engine parts department, the Morris Levin & Son Porterville Branch has become another example of how solid planning, quality products, and excellent customer service can lead to success.

The growth of Morris Levin & Son is the result of meticulous planning and dedication from both owners and employees. The result is a diversified operation that includes hardware, rental equipment, small engine parts, plumbing services, air conditioning sales and service, and sheet metal contracting ... all currently operated by over 140 employees on 19 acres.

Despite the continual modernization and expansion since 1934, one thing has remained unchanged -- the commitment of Morris Levin & Son owners, management and employees to customer service. It is the foundation on which the company's success has been built. "CODE 1" is a greeting which awaits everyone walking through the doors. It is a summons to all employees that a customer has entered the store and needs immediate attention.

At Morris Levin & Son we haven't forgotten who is truly responsible for our success during the last 67 years ... the customer!