The small town of Holland, Michigan, has changed a lot since a teenage well driller named Bert John William Berghorst first began knocking on residents’ farmhouse doors in the 1890s. The Great Depression rattled every ledger, and businesses opened and closed in the small town. Decades later the internet changed buying habits and industry consolidation reshaped competitors. Through it all, the Berghorst family’s wholesale business — now with its fourth generation of leadership (with the fifth up and coming)— has kept showing up for plumbers, mechanical contractors, local factories, and the DIYers across West Michigan with the same two north stars: adaptability and relationships.
“We’ve changed verticals and market baskets many times,” says fourth-generation leader Chuck Berghorst, who serves as secretary-treasurer, branch manager and, effectively, president of the family company’s single 75,000-square-foot location. Versatility and adaptability have kept the company strong.
The company’s focus is on plumbing and PVF; however, nothing is off limits. “We’re about 60% PVF — including PEX, PVC and copper — and we keep food-grade sanitary stainless-steel pipe and fittings in stock for local factories and food processors,” says Chuck Berghorst. “We cover the gamut, and also dabble in HVAC. Our customers are primarily residential plumbers, mechanical contractors and factory MRO, as well as OEM businesses.”
That versatility is matched by services customers have come to rely on: an in-house fabrication shop that cuts, threads and grooves pipe; a robust vendor-managed inventory program for area companies; and a showroom that reconnected the company to the luxury residential market beginning in the 1990s.
As the company celebrates its 125th anniversary — arguably 135 if you count the 1890s start — its story reads like a case study in how an independent can endure: switching gears when the market turns, investing when it hurts, betting on people and making service the product.
From a well-driller’s toolbox to a wholesale institution
The company traces its roots back to Bert John William Berghorst, who launched the well-drilling company in the 1890s and then opened the first physical location in 1900. “He had electricians and plumbers who worked for him, along with people who did steam heating,” Chuck Berghorst explains. “He fixed bicycles, he fixed farm equipment — he did it all.” In the late 1920s — ever the experimenter — the founder even tried retail, opening an appliance store in the 1920s when appliances hit the scene. Then came the crash.
“The Great Depression is when he switched focus to wholesale,” Chuck Berghorst explains. “So many homeowners didn’t pay their bills. He thought it would be easier to collect money from a business than a homeowner, so that’s when he switched to wholesale.” The evidence is literally in the family vault. “We have a fireproof safe and we keep all our historical artifacts in there. I still have invoices that say, ‘Mrs. John Smith did not pay her bill,’” he says. From that point on, wholesale stuck.
It was during this time that more of the family entered the business. “That’s when my grandpa, Ford Berghorst Sr., and my two great-uncles, Bill Berghorst and Harold Berghorst, joined. That’s when it became ‘& Sons’ — during the Depression,” he said.
In the 1970s, the third generation — Chuck’s father, Ford Berghorst Jr. — steered the company into another pivotal milestone: entering the PVF business. “My father really got us into heavy-duty PVF and specialty valves,” Chuck Berghorst explains. ”He went after all the factories from Holland to Muskegon to Grand Rapids to South Haven. That was big for us.” Another mile marker arrived in 1990, when the business left its three-story downtown complex of 90 years for a thoughtfully envisioned, single-floor 75,000-square-foot building. The move transformed operations. “Now everything’s under one roof. We have a three-ton pipe crane. We never had that before!” beams Chuck Berghorst.
The relocation also ushered in a 6,000-square-foot showroom — a modern stage for premium brands and a magnet for the region’s lakefront homeowners. “We’re 10 minutes from the Lake Michigan shoreline, so we get a lot of Chicago people who are up here to enjoy their weekend homes - and some very nice homes, indeed.”
The company also has an exceeded reach, selling what it carries online to customers nationwide. At the end of the day, the differentiator hasn’t changed. “You adapt with the times,” Chuck Berghorst says. “You change with your customer base, and you change with the local market you’re in.” He adds the one thing that remains constant: “Price isn’t an issue anymore — we’re all within pennies. It’s service, service, service — relationships, relationships, relationships!”
A family business
The business and the family honor traditions, especially those of relationships and service. It started with founder Bert John William Berghorst, who signed pieces with “BJW” — initials still visible on a horse-drawn delivery sled from around 1910 that the family proudly displays. “We have a picture of him in front of his store, making a delivery in the snow with a horse. That’s so cool — and on the sled it says, ‘Phone 76,’ a nod back to when phone numbers had two digits,” Chuck Berghorst says. It’s also the earliest example of doing what needs to be done to out-service the competition.
Chuck’s father, Ford Berghorst Jr., officially holds the title of president, but retired many years ago. However, it doesn’t stop him from remaining involved in the business. “We recently held a contractor counter day with about 80 people in attendance, and it was my dad’s 78th birthday — and he was there,” Chuck Berghorst says, smiling. Service runs in the family.
Chuck Berghorst and his brother Ryan Berghorst, who heads up purchasing, remember starting in the family business as kids. “Our old building had three stories, and we’d play hide-and-seek between rows of fittings,” Chuck Berghorst laughs. “In middle school, we put shelving together all summer. On Saturdays, we cleaned bathrooms. Family business — we did it all.” And they continue to do so while bringing in the next generation.
The fifth generation is actively involved. “The last two or three summers I’ve had all three of my sons’ making deliveries,” Chuck Berghorst says of Johnathan Berghorst (26), Adam Berghorst (24) and Evan Berghorst (21). “I’ve got to believe there are fewer than 2% of companies that make it to 125 years and the fifth generation.” And getting to those mile markers is not easy — but the backbone of the company that drives the company forward are relationships and service.
Big letters on the wall
Proudly displayed in the company’s main office is a single message filling the space: “It’s all about relationships.”
Chuck Berghorst repeats the message out loud, a mantra held by all within the company: “Relationships, relationships, relationships. When you hear that, people think it’s only customers, but it’s vendors, it’s your accountant, it’s your lawyer, it’s the local community.”
That philosophy predates banners and buying groups. One of Chuck Berghorst’s favorite artifacts is a brass toilet-paper holder stamped with the company’s name — an early marketing piece from the 1910s–1920s era. It represents the pride the company has in its roots, as well as its commitment to fostering its continuation.
Another favorite is a tradition started by his great-grandfather: gifting a six-inch RIDGID pipe wrench to the sons of plumbers. “I still have guys today who are 70, 80 years old, and they’ll come in with a wrench and say, ‘Your great grandpa gave this to me when I was seven years old!’” The pride is not only the gift, but the smiles it brings to the faces of others, demonstrates the connection the company has to its customers and community.
The company takes great pride in staying true to its Great Lakes roots — and to the ore and coal freighters that still call at the local port. “When one of the freighters came into Holland and needed a part for the boat, we were the only guys in town,” Chuck Berghorst recalls with a smile. “My dad would bring them parts, and we’d get to go aboard. Sometimes they’d give us ice cream, brownies, and dinner. Man, I thought that was so cool.”
The company tagline — “Selling service since 1900” — isn’t just a line. It’s policy. “It doesn’t say selling toilets … it says selling service since 1900,” Chuck Berghorst notes. In practice, service looks like the freedom to do the right thing for a customer. “If a good customer returns a product, I can take care of the restock fee. When you’re dealing with a national company, you don’t get that kind of personal service.”
It also looks like trust. Chuck Berghorst says matter-of-factly: “Even on weekends when our top customers need help, our top 10 to 15 plumbers all have the code to our building. They’re allowed to get anything 24/7. And there’s no fee for that. It’s one more reason why they come to us. We trust them — and oftentimes, they’re our best friends.”
The trust goes both ways. Another example of taking care of customers (and potential customers): “If I meet someone on a Saturday to pick up a product, typically our competition might charge a $150 Saturday charge,” he says. “We don’t do that. Recently, a guy tried to hand me a $100 bill. I said, ‘No, I’m not going to take it.’ We’ve been doing this for years.”
“We’ve benefited from consolidation,” Chuck Berghorst admits. “We’ve had a lot of customers say, ‘I don’t want to deal with a nationwide company. I still want to deal with somebody I see every day, and someone that I know.’”
To have a high level of customer service, a company must have a team in place that also understands the importance of service.
The late Gord Raterink, a beloved team member, started sweeping floors at 14 — and was still putting away fittings at 94. Raterink passed away in 2022, but his memory lives on. “He worked for my family for 74 years,” Chuck Berghorst says, still in awe. “We dedicated our service counter to him. He would tell people, ‘I really feel this kept my body active and kept my mind active. This is why I’m still healthy at 94.’”
Today, the company runs lean: about 14 full-time employees and several part-time retirees who help with deliveries. The depth of knowledge the team has spans decades – seven non-family team members each have more than 30 years of service with the company. That says a lot about the company, its culture and the investment in making sure product knowledge and service remain at the highest level.
Training is a mix of vendor lunch-and-learns, self-guided online learning (“You can touch up anything on YouTube right now”), and recruiting for attitude. “It’s probably easier than ever right now to find people with experience,” he says, noting that several recent hires came from a regional home-improvement chain known for customer-service training. “Their customer service training is phenomenal. I love it.” And it makes the team at B.J.W. Berghorst & Sons even stronger.
A national network of friends
The residential focus of the company was reinforced with it joined the OMNI buying group (today, IMARK Plumbing) in 2007. At the same time, it helped launch Luxury Products Group (LPG), a specialty buying group for showrooms. “As soon as I heard about LPG, I jumped on it,” Chuck Berghorst explains. To say that networking and strength in numbers are not important is an understatement. “Being a part of both LPG and IMARK Plumbing have been awesome,” he notes. He cites the camaraderie of the group and its strength to help the independents. “The networking and peer-to-peer interaction is huge.”
Chuck Berghorst is blunt about the role buying groups have played. “I can’t believe people who are not in a group today. If you’re an independent, how could you survive?” he asks. “I said the same thing, thinking, ‘Oh, I can get a rebate just as good on my own.’ Not true. You’re never, on your own, going to get the kind of rebates as what the group gives you.”
However, dollars are only part of it. “Even more important is what everybody talks about: best practices,” he says. “I’ve made so many friends. I recently did an order with a buddy of mine in L.A. And I met a lot of guys in Detroit who I never knew, even though they were two hours away. Some of them have become my best friends.” Drawing upon their expertise when challenges arise has helped Berghorst in making decisions — and also helps strengthen the PHCP channel.
The vendor side matters just as much. “Once or twice a year, you get to see the national sales folks (at the buying group events),” he says. “A lot of those folks have become very good friends. You can’t put a price tag on what that means when you have an issue and can call up the national sales manager, that’s huge.”
“B.J.W. Berghorst & Sons’ anniversary is a remarkable milestone that reflects both its dedication to excellence and the strength of its family legacy,” says John Aykroyd, IMARK Plumbing president. “For decades, it has combined deep industry expertise with a steadfast commitment to its customers, earning the respect of peers and partners alike. Its contributions have not only elevated its own business but have also helped strengthen the independent distribution community. Its continued success is a testament to the values and vision that have guided it for generations.”
“We’re stubborn Dutch people, and we work hard,” Chuck Berghorst says with a laugh, giving a nod to his heritage. “I think we’d still be here if I didn’t get us into the buying group, but there’s no way we would be as able today as we are without IMARK. No way. Not even close.”
Inside the warehouse, you’ll find products from manufacturers that the company has stood behind for generations. “Some brands we have done business with for 70, 80, 90 years,” Chuck Berghorst says. “We were one of the first to carry Myers Pumps and Hydromatic in Michigan. We were Eljer [plumbing fixtures] for almost 100 years. We always try to be loyal to our vendors because we expect that of our customers.”
“We extend our heartfelt congratulations to B.J.W. Berghorst & Sons on reaching this incredible milestone,” said Alan Lipp, CEO of Merit Brass. Adding, “It’s been an absolute pleasure to cooperate closely with this fantastic family who have always done business with a handshake, from generation to generation. The great legacy the Berghorsts have built is truly inspiring, and I hope it continues for many, many more years!”
That loyalty extends beyond the company walls and deep into the community. The Berghorst family has long been a steadfast supporter of Hope College — the 150-year-old Holland institution that has educated multiple generations of Berghorsts. The company’s generosity also shows through countless gifts in kind, helping families directly by donating products that make their lives more comfortable. Recently, the company donated a water heater to a family in need — a simple act that warmed more than their home. It’s this kind of giving, beyond writing a check, that keeps the company connected to the community it serves — and to the people who have supported it in return.
The company’s commitment extends well beyond business — and into the world of sports. Over the years, B.J.W. Berghorst & Sons has sponsored youth leagues, car racing teams, and even a semi-pro basketball team it created, featuring former NBA players. The inspiration came from Chuck’s father, Ford Berghorst Jr., an accomplished athlete whose college career was cut short by a knee injury. After college, his love of the game never faded. He played on company-sponsored teams and wanted to do something bigger for the community — so he formed a semi-pro team, and the team would take part in Pro-Am tournaments in the local area.
Beloved and respected throughout the region, the Berghorst basketball team became a local legend. Many pro athletes wanted to play with or against the team during their off-season. The team even sparked one of the biggest local sports rumors of its time: the night Michael Jordan announced his retirement, a reporter received a late-night tip claiming that “Michael Jordan had signed a lifetime contract to play for the Berghorst basketball team,” according to the company’s book, Selling Service. While the story wasn’t true, those who knew the team’s impact on Michigan communities believed it could have been.
The human side of a milestone
Chuck Berghorst’s own path includes a harrowing chapter. He battled COVID-19 in 2021 and spent 13 days on a ventilator. The experience reframed the ordinary in ways that only near-loss can. “For my first two years back, I would say to people, ‘God brought me back for a purpose. I don’t think it’s to sell more toilets,’” he recalls. “I said it as a joke to get a laugh. One time, an 80-year-old lady looked at me, straight-faced, and said, ‘Well, somebody has to sell toilets. Why not you?’”
Ryan Beal, central region sales manager for Cresline, honored the company’s milestone.
“At Cresline, we value our partnership with B.J.W. Berghorst & Sons. As a fellow family-owned company, we understand the hard work and dedication that goes into achieving such a milestone. Their dedication to the industry, and western Michigan, for 125 years is truly commendable. Congratulations to the Berghorst family, and the entire B.J.W. Berghorst team, on this milestone.”
The company celebrated its anniversary this year with quarterly counter days, and designed T-shirts and sweatshirts proudly emblazoned with “125 Years.” They are not done celebrating, and will continue to do so with the traditional customer holiday lunches, and perhaps a larger-scale celebration before the year ends.
The line running through it all
Ask people why they stay with a supplier year after year, and the answers rarely start with a part number. They start with a person who answered on a Saturday, a counter pro who knew which valve would save a return trip, a manager who waived a fee when the job went sideways, a family that has shown up for community causes the same way it has shown up for jobsite emergencies.
Chuck Berghorst and his family knows this intuitively. He’s lived it from childhood hide-and-seek in narrow aisles to the realities of ventilators and second chances. It’s why a wall-sized banner isn’t overkill; it’s a compass.
“It’s all about relationships,” he says again, letting the words land. And then, true to form, he turns the spotlight away from himself. “You know, I remember when I was a kid, people asked, ‘What does your father do?’ I didn’t want to say he sells toilets, so I think I said he sells pipe,” he laughs. “Now when people ask what I do, I just say, ‘wholesale plumbing supplies — family business.’”
Somebody has to sell toilets. Somebody has to make sure the right gasket shows up at 6:00 a.m. Somebody has to keep scrapbooks of unpaid Depression-era invoices to remember why wholesale matters, and also hand a seven-year-old a wrench to signal what comes next.
Cheers to the traditions continuing — for another 125 years.
