Family-owned Shapiro thriving

In an age when many family businesses can't survive the competition of major chains, one local business is not only surviving, but thriving, now in its third generation of ownership.

This year Shapiro Luggage and Gifts, headquartered in Midvale, is celebrating its 90th anniversary with various specials and events throughout the year, including the opening of a new store in Chandler, Ariz., next month.

In addition to high-quality luggage, the store offers an assortment of travel accessories, wallets, games and gifts.

Alex Shapiro, who heads the company with his brothers Eric and Daniel, says reputation has been an important factor in their success.

"We pride ourselves on having a great image and a great reputation," he said. "We have the ability to change our inventory as often as we need to. We're tied directly to the travel industry. The key to our success is our ability to offer quality travel goods."

The business has come far from its humble roots as Shapiro Trunk and Bag Co., which opened in downtown Salt Lake City in 1917. It was founded by the Shapiro brothers' grandfather, Simon Shapiro, a Lithuanian immigrant, as a trunk manufacturer. It evolved as luggage needs changed.

Joel Shapiro, Simon's son, came into the business in 1946 after World War II and has been an integral part of it ever since. Even at his present age of 84, he still comes into the store almost daily to offer advice and tell his sons what they're doing wrong, Eric said.

Part of the reason for the smooth transition between generations is because the person in the generation before was willing to step away when the time came. Simon transferred the business to Joel, who has done the same with his sons.

"It's rare that businesses transition into the second generation, and we're now in the third generation," Eric said. "Sometimes there's an unwillingness to transition into the next generation because their work ethic or philosophy is different, and that combines to make generational differences."

It was not expected that all three Shapiro sons would end up in the business. They all went to college and earned degrees in unrelated fields. Alex Shapiro went to the University of Arizona and got a degree in psychology. Eric earned a degree in political science from the University of California-Berkeley, his father's alma mater. Daniel went to the University of Utah and got a degree in economics.

But various circumstances brought the three to their positions as heads of the company.

The last six years, since the Sept. 11, 2001, terrorist attacks, have been difficult on the travel industry and, in turn, the luggage industry. Alex said their business dropped by a full third after 9/11, and they had to make dramatic changes to stay afloat.