Q&A with ETO DOORS PRESIDENT, TAL HASSID

The #1 Los Angeles Door Store,Over 40,000 Doors in Stock - Ready for Next Day Shipping, Nationwide!

ETO Doors has been around for ten years, that’s a considerable amount of time for a business that relies, in most part, on Internet sales through www.etodoors.com.  What’s the story behind the ETO Doors?

Great question. Our original business plan didn’t include internet sales; we were set up for distributor-only sales and were selling full containers directly from Brazil to large distributors and retailers throughout the United States. Over time we built up an inventory extra doors and samples, so I decided to hold a sample sale for the public in Gardena, CA. The first sale was a huge success, so it became a Sunday ritual; we’d have customers from all over LA and Orange County buying sample doors at a fraction of retail prices. It was at the sample sale Sundays, when I realized how rewarding it is to work with homeowners, and how, when empowered with enough information, door installation can be truly DIY. So then I wondered… would people buy doors online? This was about eight years ago, so e-commerce was becoming a very popular and I was young enough to think it would work. My friends and family weren’t as optimistic, but I figured it was worth a try.

For about three months, I spent countless hours in the Starbucks on North Robertson Blvd in West Hollywood, reading and building the first website. At that time, we were only offering four product categories, Interior Doors, Exterior Door, French Doors and Rustic Doors, and we had no idea how any of the business would be received.  Today, ETO Doors offers the largest selection of direct-to-consumer doors online. And while a lot has changed, the pleasure I of reading an email from a satisfied customer or seeing our doors in Hotels around the cournty is unmatched. I haven’t found anything else I would rather do, and I don’t think I will.  

No business is without its struggles, what has been the most difficult time or issue for ETO Doors in the last 10 years?

Rapid growth. It’s a great problem to have, but to be honest, we were ill-prepared for the sheer volume of orders.  Unfortunately, this translated into delays in our manufacturing and shipping. Most of our clients purchase from us for two reasons: 1) the value, and 2) the speed at which the product can be ready or shipped. So when we can’t deliver on time, we’ve only met half of their expectations.  You’d be hard pressed to find a school that considers 50% passing; ETO Doors doesn’t either.  In the last few months we’ve been incredibly proactive in streamlining our internal processes, automating order tracking, and increasing our production team size.

In 2013, I think our customers will see dramatic improvements in all aspects of our business.  We know there will always be the occasional issue, but we want ETO Doors to be synonymous with order efficiency, value, and an incredible customer experience.  We know that there’s a lot of work to do, but we’re committed to the process. 

LA people love eco-friendly or “green” products. What is ETO Doors’ vision with respect to green manufacturing?

That’s so true! I see more hybrid or electrical vehicles each day; in fact, I made the decision to purchase a green vehicle, not only because it made financial sense, but also because I love that each time I drive, I’m playing a positive role in the air quality for future generations. Those thoughts take away a little bit of the daily commute drudgery.

But that same mindset, protecting the environment for the future, translates into the operations of ETO Doors.  In 2010, we had solar panels installed on the roof of our building and all of our Brazilian Mahogany comes from supplier that uses sustainable wood sourcing practices. 

I believe that we can make ETO Doors a leader in green products and usage of green technology, but it’s not something that will happen without effort.  We have to purpose to be green beyond the sustainable Brazilian Mahogany and rooftop solar panels; we can’t be comfortable with what we’ve done.  In 2013, our goal is to become nearly paperless; it’s an achievable goal and definitely worthwhile. 

In recent years, ETO Doors has expanded its door and door accessories line considerably. You now offer fiberglass doors, as well as commercial-grade steel doors, and now, ETO Garage Doors via Main Garage Doors.  In five years, what can we expect in terms of product lines from ETO Doors?

We’re always looking for new opportunities to provide home and business owners with great products at a reasonable price. The key is not to sacrifice quality, which is easier said than done.  I believe value equal parts of quality and cost; ETO Doors uses that definition in our search for new products and accessories. We could sell inexpensive, poor quality products as much as we could see high-quality, expensive products.  For now, our niche is in between these two extremes, although I could see us moving into high-end products in the future.

And as mentioned earlier, ETO Doors is keenly aware of the need to source sustainable/green products.  In five years, our expectation is all of our vendors will practice sustainable reforestation, and also begin to develop reclaimed wood products.  I’m hoping it’s sooner than five years, but five years is a reasonable goal for such an important aspect of our business.

Whether it’s one, five or ten years in the future, I believe ETO Doors will always be innovative in cost-structure and product lines. We’ll probably still sell large quantities of our Mahogany and Knotty Alder doors, but I’m guessing the commercial-grade business will continue to increase, as will our garage doors. 

We’ll continue to focus on aesthetic consistency throughout the product lines. For example, our customers can now order the popular Moderno door and Moderno garage door to match; it’s a really beautiful combination. We’ll keep looking for those beautiful combinations.