Bernie Laing on why women can succeed in a man’s industry.
How does a sales representative, selling batteries out of the boot of her vehicle, end up running a fitment store for one of the country’s leading franchise brands? This Women’s Month, we sit down with Bernie Laing, co-owner of Supa Quick, Kloof, in Kwazulu-Natal, to hear all about her fascinating journey.
Bernie, from what we’ve heard, your career has been an interesting and diverse one, spanning several decades and continents. Talk us through your career path, and what led you to where you are today.
I was studying to be an auditor, but then things didn’t work out so I could not complete the degree – fortuitous as it turns out, as I don’t believe I’m cut out to be an auditor. I began exploring the work force and landed a position with Gilettes, selling batteries out of my car, to begin with, then being promoted to a Key Accounts position with the company in Johannesburg, for another two years. Next, an opportunity arose for me to move to the UK with Gilettes, which I accepted. Due to work visa issues, the position did not work out, but I managed to secure a visa to work in the UK for three years, for a telecoms company. On one of my trips back home to South Africa, I met a handsome game ranger (who later became my husband), which influenced my decision to leave the UK and return home, permanently.
What came next?
Having married my ranger, we ended up In Londolozi for the next eight years, running a camp. I absolutely loved our time there, but when the children came along, it was not conducive for their education needs. So, we packed up our lives, after Paul was head hunted to run a boutique hotel in White River, for the next two years. During the course of my career, I worked for a pharmaceutical company, followed by a stint with Momentum in financial planning. Ultimately, however, having realised that it takes a village to raise a family, we made the decision to return to KZN, where we would have support from our families. The next few years were spent selling for a pharmaceutical company, followed by a stint with Momentum in financial planning, a two-year position that allowed me to work from home, during Covid. When Neil (Paul’s dad), became very ill in 2020, I was asked if I would be willing to man his tyre store in Kloof (the one we operate out of, today), to help him out. How could I say no? Neil owned twelve shops at the time (all Supa Quicks), but sold eleven of them, keeping just this one store, here in Kloof.
Did you know anything about tyres, and the fitment industry back then?
No, not really, but thankfully, Lenny “Laing” Govender (my trusted business partner), had been there for many years and builtup good relationships with the customers. Even to this day, he remains the face of the business, the one the customer knows they can rely on. This business owes much of its success to Lenny. Renowned for his honesty and trustworthiness, he has become an indispensable part of the operation. His integrity shines through in every interaction, and his natural way with customers has earned him both respect and loyalty.
How did you survive the Covid era?
Covid nearly crippled us. We were in a shopping centre and the rent and utilities still had to be paid, regardless. Neil attempted to sell the store, but back then, and given the pandemic, it simply was not feasible. So, the next best thing? He offered Lenny and I the opportunity to buy it. The debt has since been settled, with available funds now enabling us to invest in new equipment, plus a new shop, which opened last month, in Durban North.
That is fantastic Bernie, congratulations. And all this in only two years. You only took official ownership of the Kloof store in 2023, I believe.
I’ve been lucky to have been mentored by some worthy champions, who inevitably pushed me to succeed. Not wanting to disappoint these wonderful people and their belief and confidence in you, compels you to press even harder. I believe you only succeed if you fight for it. Having both come from humble beginnings, we were raised to understand the value of money. We know how difficult it is to make it work, and what it takes to keep the lights on, especially during slow business periods.
Do you have any measures in place to help you through those slow periods?
On top of priding ourselves on our personalised customer service and strong skills set – tyres, shocks and brakes – I spend a good part of my day driving to customers to collect their cars, bringing them back to the store for any work that is required, and then driving their vehicles back to them. This has been a successful initiative for us. We started off with one car a day and are now up to two to four per day. People are busy these days, and don’t have the time to sit in a tyre shop, waiting for their vehicle, so implementing this service helped us to grow the business.
What brings you the most joy from running the store?
A customer walking in and knowing all our names. We have become family with most of them; they are not just a number. It doesn’t feel like work
And what are your biggest challenges?
Factors beyond my control – the ‘uncontrollables’ as I like to call them – such as the fluctuation of the US dollar, which we are at the mercy of, as most of our products are imported. The anti-dumping duties on Chinese tyres have also hit us hard. And of course, our buying power is not as strong as some of the bigger players in the market, which is why we invest in building our relationships.
How much clout would you say the Supa Quick brand brings to your business?
Our alliance with Supa Quick has been one of the instrumental factors behind our success. They are experts, they are on the ball, they have vast experience in the market as well as in franchising and they offer great support to their franchisees.
So, I take it, your new shops will also be Supa Quicks?
Absolutely, yes. I would rather work with people I know and trust, and who have supported our business over the years.
Do you have a particular vision for your business, five years from now?
Our goal is to own five stores in five years. Thankfully, we are well placed to achieve this goal, with the opening of our new store, and a third one in the pipeline. Watch this space.
