This year marks a significant milestone for Morris Auto Parts as they proudly celebrate their 100th anniversary. For Harris Steinberg, the current owner at 55, the enduring success of this business is a quintessential American Dream story, deeply rooted in family history and community commitment.
“My grandparents, Harris and Hannah Steinberg, sought a better future for their family when they emigrated from Poland in the late 1800s,” Harris recounts. “They established themselves right here, in one of the buildings along Kensington Avenue.”
Harris explains that his grandparents initially launched a wholesale retail tobacco business named H. Steinberg. Decades later, in 1922, their eldest son, Morris, returned from service in World War I. Morris acquired properties adjacent to his parents’ tobacco shop, which was by then closed, and founded Morris Auto Parts. In its early days, the store catered to a diverse clientele, selling not only car parts but also essential Buggy Car Parts, reflecting the era’s transportation needs.
Around the time Morris Auto Parts opened its doors, Harris Steinberg Sr. passed away, leaving his wife Hannah and their five children. Eugene, one of Morris’ brothers and the youngest in the family, which included two sisters, found a guiding figure in his older brother.
Morris took on a paternal role, mentoring Eugene in the burgeoning auto parts industry and later supporting his college education. However, the economic downturn of 1929, marked by the stock market crash, prompted Eugene to leave Temple Law School and dedicate himself fully to the family business.
Before serving in the Navy during World War II, Eugene married his first wife, Ruth. Upon his return, he resumed his work at Morris Auto Parts, continuing to learn and contribute to the business’s growth, which at the time still included a demand for buggy car parts alongside the newer automotive components.
Tragedy struck in the early 1950s when both Ruth and Morris passed away. Eugene inherited ownership of Morris Auto Parts, stepping up to lead the business into a new era. Some years later, he found love again and married Mary Ellen Ellis.
Growing Up Amidst Auto Parts on Kensington Avenue
Throughout the late 1950s and 1960s, Eugene spearheaded the expansion of Morris Auto Parts. He broadened the machine shop, introduced a repair service, and invested in more real estate along Kensington Avenue. His ambition was fueled by his seven children, who inspired him to continually develop and strengthen the business.
Harris, one of Eugene’s children, fondly recalls his childhood spent exploring the aisles of Morris Auto Parts with his siblings.
“No matter the mischief we got into or the messes we created, Dad never lost his temper,” Harris remembers. “He was always delighted to have us around.”
Eugene envisioned one of his children eventually taking the helm of Morris Auto Parts. He diligently trained each of them, involving them in various aspects of the business, from stocking shelves and answering phones to engaging with customers and understanding the nuances of both buggy car parts and emerging automotive technologies.
“Dad always encouraged us and instilled in us the belief that we were capable of anything,” Harris reflects. “He profoundly influenced all of us. His pride in us fueled our confidence and self-esteem.”
Harris and his siblings were also familiar faces in the diverse shops that lined Kensington Avenue, experiencing firsthand the vibrant community that thrived around Morris Auto Parts.
However, over the decades since his youth, Harris has observed significant shifts in the neighborhood and along Kensington Avenue.
The 1960s and 1970s witnessed the decline of manufacturing in Kensington, leading to a downturn in the local industrial economy. This economic shift was mirrored by a decrease in commercial activity along Kensington Avenue. As jobs continued to migrate away from the area in the 1980s and 1990s, Harris noticed increasing vacancies and the growth of the drug trade.
“Back then, Kensington was filled with small, family-operated stores – no abandoned buildings, no litter,” he reminisces about his childhood Kensington. “It was a bustling retail hub, populated with new immigrant businesses alongside those passed down through generations. You could find almost anything you needed within a few blocks.”
Inheriting the Legacy of Auto Parts and Community
When Harris reached college age, he chose to study finance at Albright College. Its location, about 90 minutes from Kensington, allowed him to commute and continue assisting his father in managing and modernizing Morris Auto Parts, ensuring it remained competitive in a changing market that had long moved beyond buggy car parts.
Then, on April 1, 1988, Eugene passed away while Harris was a junior at Albright. The loss was deeply felt by the family. Harris’s mother, with the support of loyal employees and customers, kept the business operational. In April 1994, she entrusted the ownership to Harris and his brother, Gene.
“I transitioned into a full-time role, focusing more on the operational aspects of the business rather than its financial intricacies,” Harris explains. “My finance degree was helpful, but there was still a steep learning curve.”
A year later, Gene decided to pursue other ventures, and Harris assumed full control of Morris Auto Parts, carrying forward the family legacy that began with buggy car parts and evolved into a comprehensive auto parts provider.
In the mid-1990s, Harris married and welcomed two children, Jacob and Jessica. Just as his father had been, Harris was motivated by his growing family to further expand the business. He introduced an automotive paint and body supply department to the store and co-founded POJA (POJA), a marketing and purchasing alliance with other auto parts retailers in the Tri-State area, enhancing Morris Auto Parts’ buying power and market reach in the modern automotive sector, a far cry from its beginnings with buggy car parts.
Morris Auto Parts Today: A Testament to Reliability
Harris attributes the long-standing success of Morris Auto Parts to its unwavering reliability. The store prides itself on its ability to source and supply almost any part a customer needs, typically within 24 hours.
“Our motto is, ‘Morris has it!’” he states with pride. “And this isn’t just about inventory. We are committed to being there for our community, staying open 364 days a year, only closing on Christmas Day.”
Morris Auto Parts has consistently adapted to changing customer needs and technological advancements. Customers now have the convenience of ordering auto parts online, streamlining the purchasing process and reflecting the business’s evolution from buggy car parts to e-commerce.
“We strive to cultivate a culture of customer care, ensuring we follow up and follow through on our commitments,” Harris emphasizes. “In contrast to many large chain stores, we genuinely care and possess the expertise to assist customers in finding even the most elusive parts.”
Above all, Harris believes that the strong relationships between the staff and the local community are fundamental to the shop’s success. Antonio Lanzo, a dedicated sales associate, has been with Morris Auto Parts for four years.
“Every customer who walks in looking for a part, we make it our mission to get them exactly what they need,” Lanzo affirms.
The staff’s connection to the community is also deeply personal.
“Our employees are all neighbors, living in the vicinity of the store,” Harris points out. “We regularly welcome interns from local technical schools and cooperative programs, offering them part-time employment while they complete their education. Many have stayed with us over the years, and even those who move on remain loyal customers.”
A Lifelong Dedication to Kensington
Following in his father’s footsteps, Harris introduced his own children to the business, hoping to pass on the family legacy. However, both Jacob and Jessica pursued higher education and different career paths. Harris is immensely proud of their achievements and choices, even though neither is set to take over Morris Auto Parts.
For now, Harris remains passionate about his work and envisions continuing his commitment to Morris Auto Parts for the foreseeable future.
“I suppose I have a deep sentimental attachment to this place, my family’s homestead for over 130 years,” he reflects. “And it’s incredibly rewarding when customers express their appreciation, knowing they can always rely on Morris to provide what they need.”
In recent years, Kensington has faced escalating challenges, notably the opioid epidemic. Harris also notes that the COVID-19 pandemic has further isolated the community, leaving Kensington in a more vulnerable state than he has ever witnessed. Despite these hardships, his commitment to keeping Morris Auto Parts rooted in the neighborhood remains steadfast.
“There are many hardworking, good-hearted people living and working around us who depend on us being here,” he asserts.
Looking ahead, Harris adopts a pragmatic approach, focusing on the present and taking the future one year at a time.
“Reaching our 100th anniversary was not an easy journey,” he acknowledges. “Simply staying in business for five years is a significant achievement, let alone a century.”
Editors: Zari Tarazona, Khysir Carter, Christopher Malo, Siani Colón / Designer: Khysir Carter
