Cap City USA opens Finksburg store Owner encouraged by marketing study

July 12, 1992|By Cindy Parr | Cindy Parr,Contributing Writer

FINKSBURG -- Cap City USA, an independent company specializing in truck accessories, recently opened its newest store on Route 140 in Finksburg.

The store, which carries a variety of Fiberglas and aluminum caps for trucks, also has eight other locations in Maryland, Pennsylvania and Virginia.

Charles Morrison Jr., executive vice president of Cap City USA, said he decided to expand his Waldorf-based operation after receiving encouraging results from a marketing study done in the Carroll area.

"We . . . found this to be an ideal location for us," said the 60-year-old Charles County resident. "We did traffic counts of pickup trucks in the area instead of cars, and we studied the number of people that live in the county and their buying habits."

Based on the findings of his study, Mr. Morrison decided Carroll County was continuing to grow and a store of this type would be well received.

"We haven't had our grand opening yet and already the store has done well," Mr. Morrison said.

In addition to caps for pickup trucks, the company markets a variety of other accessories designed for full-size and lightweight trucks.

Bed liners, bed mats, running boards, sliding windows, tool boxes, sun roofs, utility racks and hitches are for sale.

Mr. Morrison said the decision to expand and offer customers other truck-related items happened about three years ago.

"People started asking us for other types of items that go on a truck. They would come in and say we want to do this for our truck and that for our truck. All we had to do was expand our items to cover the items they wanted," he said.

Mr. Morrison, a retired Air Force colonel, started Cap City USA in 1976 with his son, Charles Morrison III. They opened their first retail cap store in Waldorf.

In 1985, they opened a Calvert County facility where they began to design and manufacture their own truck caps.

"When we started out, we thought that the products available to us in those days were poorly styled," Mr. Morrison said. "First, we wanted to find out what sold. Then we started seriously considering building our own in 1985."

He said he expects his Finksburg store to do about $650,000 in sales by the end of its first year and $1 million by the end of the second year.

The combined annual sales for Cap City USA stores are about $10 million.

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