The Morris Levin & Son Story

In 1934, Morris Levin and his young son, George, decided to open a small plumbing shop and scrap metal yard in Tulare. They quickly realized that not only were their services needed in the area, but their hard work and dedication were resulting in strong personal relationships and loyal customers. Morris and his wife Celia, along with young George and his wife, Millie, soon expanded the business to include a full-service hardware store. In 1947, George obtained a contractor’s license and expanded Morris Levin & Son to include plumbing, refrigeration, sheet metal fabrication, electrical, sewage and septic tank installation services.

George Levin was always very adept at recognizing new business opportunities and soon added an equipment rental department to the hardware store. In 1960 George’s daughter, Marilyn, married Paul Atlas and brought him into the family business. George eventually handed the reins over to Paul and Marilyn, yet remained very involved in the daily business until his death in 1983. True to George’s vision for growth and expansion, Paul and Marilyn opened a 12,000-sq.ft. Parts and Rental Center in 1992 across from the original hardware store on “K” Street in Tulare. In 1993, Paul and Marilyn's son David and his wife, Tracy, became the fourth generation to enter the family business. Also at that time, a second store, now specializing in outdoor power equipment, was opened on West Henderson Avenue in Porterville.

Morris Levin & Son continues to meet the challenge of growing "big box" competition by focusing on superior customer service and expanding product lines that meet the needs of both residential and commercial customers. The Dairy Supplies department, introduced in 1997 in the Tulare store, has grown to include veterinary medicines for large food animals. The paint, plumbing and outdoor power equipment departments are also excellent examples of how our "small town" hardware store goes beyond the national chains by offering a great selection and friendly salespeople that know what they're talking about, and are proud of what they sell. The Contracting Department also continues to be an integral part of the business with a fleet of more than twenty service vehicles rolling out each day. In 2009 the equipment rental portion of the business was sold to Action Equipment Rentals, who continue to offer rental services to customers at the same locations in Tulare and Porterville.

The growth of Morris Levin & Son is the result of meticulous planning as well as dedication to the community. “Our support of local fund-raisers and charitable organizations is simply our way of giving back” says Marilyn. MLS organizes food & clothing collections and blood drives, and sponsors many local fund raising efforts, such as Tulare’s “Relay for Life” (supporting the American Cancer Society). David is a member of Rotary International; Paul has served on the board of the Tulare Chamber of Commerce, and is the President of the Tulare Local Development Co.

The result of all this hard work is a diversified operation currently employing over 100 persons on 19 acres. The Morris Levin & Son Hardware Store and Contracting Department continue to set themselves apart from the competition with quality products and services, and “old fashioned” personal service. Today’s challenge, Paul Atlas says, is how to remain competitive while continuing to operate the business in the same spirit George Levin espoused in the “good old days.” Paul, Marilyn and David remain committed to George’s concept of “Code 1” – meaning that a customer has entered the store and requires immediate personal service. “Our customers expect a certain level of attention and respect from the minute they walk in the door,” Paul says. “We want people to enjoy their experience so much that when they walk out the door of Morris Levin & Son, they look forward to the next time they will be able to do business with us again.”

Well into its fourth generation of owners and customers, Morris Levin & Son even boasts multiple generations of employees. The Atlas family credits this “extended family” with much of the company’s success over the years. “Our people make the difference in all facets of our business. The employees are a part of the family. Some have practically grown up here,” Marilyn says. Paul and Marilyn would really like to see a fifth generation of family in the business. In fact, David’s two young daughters are often found in the hardware store, spending time with friends, employees and customers.

Generation after generation, the Levin/Atlas family has maintained a connection with their customers and their community that has always been their fundamental standard for success. Morris Levin & Son – a family business that has been a part of Tulare County since 1934!