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New generation takes over at Friedman's
Barry Friedman, 34, assumes top job at Santa Rosa-based empire

  • Bill and Barry Friedman talk with customers in their Santa Rosa store. (KENT PORTER / The Press Democrat)

For Bill Friedman, it would take quite a joyous, momentous day to surpass the one in the mid-1980s when his father passed to him the top job at the family's home improvement store.

But this appears to be it.

Today Friedman, 65, hands over to his son, Barry, the role of president/CEO of Friedman's Home Improvement, one of Sonoma and Mendocino counties' largest and most durable family-owned businesses.

“It's not too often that this gets to happen for a family business,” said Bill, whose Santa Rosa grandchildren represent his entrepreneurial clan's fifth generation in Sonoma County. “The company needs a fresh leader.”

He and Barry, who will turn 35 later this year, closed their three stores early Sunday afternoon and welcomed all 370 Friedman's employees to a steak-and-salmon supper at the Wells Fargo Center north of Santa Rosa. There they revealed the father-to-son succession.

The transition comes just weeks after the ceremonial groundbreaking for a new store in Petaluma. That's the same town in which Bill's late father, Benny, and late uncle, Joe, used $4,000 of saved-up military pay to purchase a junkyard alongside the Petaluma River just after World War II.

Over the years that business morphed into a hardware store, and in 1970, the two brothers built Sonoma County's largest hardware and building supply store — Friedman Bros. — on Santa Rosa Avenue, south of Santa Rosa. Six years later they closed the outdated Petaluma store.

Bill Friedman became president and CEO when Benny began to ease into retirement in 1985. With Benny's retirement, his kid brother, Harry, became chairman of the board. Bill became chairman as well as president/CEO in 1999 when Harry, now 84, retired and sold his interest in the company to Bill.

Under Bill's leadership, the enterprise expanded with the opening of a store in Sonoma in 1993 and in Ukiah in 1996.

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