Becker Hardware: Surviving Big Box Stores and an Elephant Stampede

By: LiliAnn Paras | February 28, 2022 |  Local |  Colts Neck

FEATURED PHOTO: Art Becker (center) with his two sons, Dan (left) and Jeff.

Local business serving Monmouth County for 119 Years; 50 Years in Colts Neck

There is something so satisfying about the sights and smells of a well-run hardware store. Walking into Becker Hardware is a step back to a time when town stores supplied everything from outdoor power equipment, garden needs, and household items, to a place to duplicate a key. And best of all, the Beckers and their staff know the answers to just about any question on any of their products and how to solve a house or garden problem.

The history of Becker Hardware is a rich one. Started with a handshake in 1903, the business eventually set up in Red Bank, and now continues to flourish in Colts Neck. It is a Becker family business through and through, currently run by Art Becker and his sons, Dan and Jeff. Art’s father, Joe Becker, learned the business from his father, Morris Becker. As a young boy, Joe climbed into the family Model T with his dad for the trip to Steamboat Dock in Red Bank (now Marine Park) to meet the Sidewheel boats carrying the needed wares. Sometimes the car was so loaded down, it was a struggle to navigate the dock’s hill.

The expanding business eventually required larger quarters, so in 1971, Becker Hardware began its legacy on Highway 34 in Colts Neck and purchased the 3¼ acres of land where the store stands today. Not everyone had the business savvy of Joe and Art; many people thought they were “crazy” to locate to a town that had more horses than people and only a handful of businesses. Ten years after the move, the store added 7,000 square feet to accommodate the power equipment showroom and repair facility. “The secret to our success really is not a secret. It is Service. We can help you find the right nut and bolt for your project, help you grow a beautiful green lawn, or advise you on the correct lawn mower. That is why we have been in business for 119 years and four generations,” explained Jeff.

About the elephant… Art may have earned the “crazy” label again in 1977 with the stampeding elephant incident. Art came up with a unique marketing idea. Becker Hardware is known for its custom blends of seed and lawn food, first formulated by Joe back in 1948. Art decided to prove that lawns grown with their special mixtures were “elephant tough” so he hired a trainer and baby elephant to illustrate the concept. The elephant began chasing Art’s wife Karen and their three-year-old son Dan at the store. “Her trainer got her under control before she was able to trample us and create a new entrance to the store front!” recounted Dan. Dan’s grandfather Joe captured the near tragedy on film. (Unfortunately, the footage is missing. If found, we will update this article.)

Dan and Jeff grew up learning every aspect of the business, first as the weekend and summer helpers and then full- time after they each completed their college studies. Jeff earned a bachelor’s degree in business; Dan earned bachelor’s and master’s degrees in Environmental Science and Health—a perfect combination of credentials to continue the great success of Becker Hardware.

It is not only the customers who find satisfaction at Becker Hardware. “Some of the most satisfying things to us are talking customers through their problem, helping them to fix it, then watching them leave with a smile and a sigh of relief. We get great satisfaction when we are able to help second and third generation customers. We must be doing something right!” shared Jeff.

The Becker family is proud of its legacy and looks forward to being of service for many years to come.