Inspired by Possibility
Best Roll-Up Door, Inc. brings unique solutions to southern California
If you’re looking for Edward Choi, he may be out singing karaoke, or barbecuing with his employees, or out with local business owners. But mostly, you’ll find him on a job site solving problems. For nearly 40 years, Edward has built his company on the premise of finding better ways to do things.
Edward learned to be inquisitive as a young man in his native Korea. Those skills were honed when he served in the Korean army, performing intelligence work. It was there that he met his wife, Chun il. She was also in the army, serving as a nurse. When he reported to the health center for mandatory shots, she was the one to administer them. Their immediate chemistry led to marriage three months later.
When the couple immigrated to the United States, they located in California, where the Golden Gate Bridge had a tremendous impact on Edward. He was amazed to think that men could create something so big and strong and beautiful. For him, it represented the ability of us all to reach beyond what we see before us and make things better. That insight has remained a driving force in his life.
Edward continued to work hard and think hard. His inquisitive nature has helped him succeed. It was a driving force when he came up with the idea for his business. In the late 1970s, he was supplying metal to train yards when the Los Angeles riots broke out. As he viewed the violence, he felt a compassion for the owners whose storefront businesses were vandalized, some destroyed. He realized he could help them if he created a durable, reliable roll-up door that would protect their properties and goods. That revelation was the beginning of Best Roll-Up Door, Inc.
Since then, the firm has evolved to provide roll-up door manufacturing and installation and to offer a full line of original, high-quality, aluminum and steel rolling door products. Today, his company, based in Santa Fe Springs, Calif., is establishing regional manufacturing and distribution operations beyond America’s borders.
Ahead of the Curve
The team at Best Roll-Up Door attributes Edward’s devotion to research and development as the catalyst to help them not only improve their products, but also to develop new and unique roll-up door solutions. “We don’t have limits to the things we can do,” says Office Manager Joshua Kim. “We do things others can’t do. When other people say, ‘This is too hard, too big,’ Edward figures it out; this is how his mind works, and he helps us to do the same.”
Kim recounts a situation when the team discovered that some aluminum slat doors were breaking and they wanted to know why. Clearly, when owners would slam the doors when they rolled them down, the slats were hitting each other and causing damage. So, what was the solution? You can’t tell an owner to quit slamming the door. The team members put their heads together and determined that by adding a slight space between each slat, the slats could then absorb the force, preventing damage. “That’s the stuff guys from door companies like,” says Kim. “The tiny extra things we study and solve.” The team later discovered that the design also reduces earthquake damage through force absorption—an excellent selling point for a California firm.
“We do things others can’t do. When other people say, ‘This is too hard, too big,’ Edward figures it out; this is how his mind works, and he helps us to do the same.” Joshua Kim, Office Manager, Best Roll-Up Door, Inc.
Better, Faster, Cheaper
Best Roll-Up Door’s greatest asset is its speed of delivery. “What if you have a robbery at your store,” says Kim. “You want protection right then. Most roll-up door manufacturers take four to six weeks to manufacture a door; we do it in a week—and install it. Plus, our quality is better than other companies whose doors take longer to make.”
When asked why the company produces doors weeks faster than other manufacturers, Kim replies simply: “There’s no secret. We just work harder and faster.”
The firm’s speed of delivery results in other door manufacturers buying doors directly from them; so, even the competition is knocking on their door.
Kim says that providing best quality, best service, and vast customization are the three factors that keep customers coming back. He cites his firm’s work with the La Mirada Landmark adult community, where the team is replacing 672 doors in three years. Best Roll-Up Door also manufactures and installs many doors for high-profile clients, such as Bank of America, U.S. Postal Service, U.S. Navy, McDonnell Douglas, Toyota and Mitsubishi Motors. Contractors are also a huge market for them, due again to the combination of quality, price and speed of delivery. Customization continues to be a big differentiator as well.
“We’re constantly busy guys,” Kim says. “We try to figure out what others don’t want to think about. If we want to make a door that is a special size, we say, ‘Let’s find an easier solution.’ Our minds are pretty busy.”
Their most popular model door is the Lexan. It can be manufactured to fit openings of any width and height and is used for both commercial and residential properties. Typical applications are storefronts, banks, apartment complexes, and other places where both high security and visibility are required. “It’s the door our guys enjoy making the most,” Kim says. “It’s not repetitive and there are lots of little parts that go into it; they like adding things to it, too.”
Work and Play Hard
Employees’ loyalty and commitment are evidenced in the longevity of their tenures. “The work bond is definitely there,” says Kim. “We have technicians who’ve been here 20-30 years; one guy’s been here 38 years. There’s more than an employee/employer bond here; there’s a friendship/personal bond. When not working, Edward takes the staff on trips and they celebrate holidays together. And of course, they all go together to karaoke bars, because, well, it’s part of the Best Roll-Up Door family tradition.