South La.’s oldest GE retailer still going strong

“The number of companies that survive for three generations are rare,” says Frank “Boo” Grizzaffi III, sitting behind the counter of Grizzaffi’s Appliance & Furniture. The business, now in its 77th year, is a member of that elite club, and Grizzaffi III reveals what he considers the secret to his business’ success.

“When customers come in to shop at Grizzaffi’s, they talk to a Grizzaffi,” he said.

That is not the only thing that has remained the same since Grizzaffi III’s grandfather, Frank P. Grizzaffi Sr., first opened the doors in 1933. In addition to it being a family owned and operated business throughout, it continues to feature the same appliance brand that has been a hallmark of the store – General Electric.

Grizzaffi’s was originally an appliance only store, selling General Electric appliances in a building shared with a local Chevrolet dealership. It quickly outgrew the space and in 1965 moved to its current building at 613 Brashear Avenue in Morgan City.

“That’s when we added furniture,” Grizzaffi III explained.

Three generations later, Grizzaffi’s is a General Electric Showcase Gold Dealer, staying loyal and exclusive to the brand for all of those years. It’s something that hasn’t escaped GE’s attention. In 2007, GE presented Grizzaffi’s with a plaque recognizing the store as South Louisiana’s Oldest Continuing GE Appliance Retailer.

In 1976, the eldest Grizzaffi turned over the business to his son, Frank Grizzaffi Jr., who passed the torch to the third generation in 1997. Along the way, the Grizzaffis built what has been touted as the largest GE appliance dealer in St. Mary Parish.

While stores like Lowe’s and Best Buy – what Grizzaffi III calls “box stores” – have entered the appliance business, Grizzaffi’s has maintained its market share by promoting service after the sale.

“Just last week we brought some very high-end appliances to a local customer. They plug in the dryer and it made a loud racket and shorted out the circuit board,” explained Grizzaffi III. “The electrician hooked the wires up backward. So now we have a dryer over there with a $200 board that is out. If the customer would have bought that at a box store, they would be on their own. We’ll take care of it.”

Grizzaffi’s is an authorized service partner for GE appliances. The third-generation owner says personal in-store service is a guarantee at Grizzaffi’s.

Retail sales aren’t the only focus of Grizzaffi’s. About half of the business is devoted to supplying offshore businesses.

“We supply the offshore vessels with a variety of major appliances and electronics – always have,” said Grizzaffi III. “We have built relationships with them over the years. That’s a big part of our business.”

Grizzaffi’s offers a Contractor Building Program with discounted pricing and they offer free delivery to all customers.

Grizzaffi’s maintains an active presence in the St. Mary Parish community, supporting youth sports, schools and promoting hometown spirit. Grizzaffi’s has maintained a title sponsorship of area television broadcast of high school football for 14 years as a commitment to the community it serves.

While the business owner continues to seek new customers, he says he has no desire to make his company any larger. He doesn’t want to become “too big for the market.”

“We have the perfect formula,” he said.

Grizzaffi Motor Co., pictured above in its heyday, marked the family’s entrance into business in St. Mary Parish. * Photo courtesy of GRIZZAFFI APPLIANCE & FURNITURE