Super Shops

Super Shops Automotive Performance Centers
Company type	Private
Industry	Automotive aftermarket parts retail
Founded	July 1, 1963; 63 years ago in San Bernardino, California, United States
Founder	Harry Eberlin
Defunct	1998
Fate	Bankruptcy and liquidation
Headquarters	San Bernardino, United States
Area served	United States
Key people	Harry Eberlin (founder)
Products	Aftermarket automotive parts, performance components
Number of employees	1300+ (1990s)
Website	http://www.supershopsracinginc.com/

Super Shops Automotive Performance Centers was a prominent American retailer specializing in aftermarket automotive parts, operating 165 stores nationwide from 1963 until 1998. The company was established by entrepreneur and USAF veteran Harry Eberlin on July 1, 1963, initially under the name San Bernardino Racing Equipment in San Bernardino, California. Following its expansion, the business was renamed Super Shops, Inc. in 1977 and subsequently adopted the title Super Shops Automotive Performance Centers in 1978. The chain focused on high-performance automotive components and actively supported National Hot Rod Association drag racing teams, which helped solidify its standing in the automotive aftermarket sector.

At its height, Super Shops maintained 165 outlets throughout the United States. Nevertheless, a combination of ineffective management decisions by new executives and escalating financial liabilities resulted in the company filing for bankruptcy and ultimately liquidating in 1998. This downfall underscores the critical impact of strategic missteps and financial challenges within a fiercely competitive retail environment.

Following bankruptcy, an unrelated company acquired the Super Shops trademarks in 2003; however, these marks were canceled by 2012. Beginning in 2013, a group composed of former employees and loyal customers reignited the brand’s presence through merchandise sales, preserving its heritage among automotive enthusiasts.

1960s

The origins of Super Shops trace back to a single speed shop known as "San Bernardino Racing Equipment," located at 25824 East Baseline Road in San Bernardino, California. Founded and managed by entrepreneur Harry Eberlin, the business initially grew from his direct sales of performance parts at racing events and swap meets. This approach fostered early loyalty among local racers who had previously traveled long distances to procure parts.

1970s

Throughout the 1970s, Eberlin pursued rapid expansion, inaugurating a second store in Riverside, California, on June 4, 1972. Additional locations followed swiftly: Ontario (1973), San Diego (1974), Garden Grove (1975), Long Beach (1976), Covina and Van Nuys (1977), and Sacramento (1978). The company ventured beyond California with its first out-of-state store opening in Salt Lake City, Utah, in June 1978, followed by Phoenix, Arizona later that year in November. By 1979, the chain had grown to include Tucson, Arizona; Lakewood, Colorado; and San Jose, California—bringing the total to fifteen stores. Remarkably, no closures occurred during this period, reflecting consistent and stable growth.

1980s

Building on a foundation of fifteen stores, Eberlin aimed to establish a nationwide network of automotive performance retailers. Operating under the registered name "Super Shops Automotive Performance Centers" since 1972, the company significantly accelerated its growth during the 1980s by adding 128 new locations—averaging more than one store per month—and reaching a total of 143 outlets by decade’s end. This swift expansion was supported by strong marketing initiatives as well as comprehensive hiring and training programs. Super Shops further enhanced its industry presence through sponsorships of leading racing teams and events, including collaborations with Mallory and Erson for race support trailers and prominent involvement in Top Fuel drag racing alongside legends such as Big Daddy Don Garlits and Eddie Hill.

1990s

On August 19, 1990, a robbery at the Tustin Super Shops location tragically resulted in a triple homicide, claiming the lives of employees Darrell Esgar, Chad Chadwick, and Russel B. Williams.

By 1992, Super Shops had expanded to 165 retail outlets, supported by three distribution centers located in San Bernardino, Grand Prairie, Texas, and Jacksonville, Florida. The company maintained two corporate offices in San Bernardino, operated two speed parts manufacturing facilities (Mallory and Erson), and ran a mail order division known as ASAP. Additionally, the business owned two corporate jets—a Cessna Citation I and a Dassault Falcon 50—and managed a real estate portfolio under the name "HRE Development Corporation," which included store sites and other significant properties.

During the latter part of the decade, the emergence of "black box automobile systems" imposed restrictions on vehicle modifications due to integrated computer systems and emissions regulations. This technological evolution curtailed the car enthusiast market and hindered innovation within the aftermarket parts sector. These industry-wide changes had a profound effect on Super Shops and similar performance parts suppliers, ultimately contributing to Super Shops' bankruptcy filing and liquidation in 1998.

In 2016, Ed Steele, a former area manager, offered reflections on the closure of Super Shops drawing upon conversations with founder Harry Eberlin along with his personal experience.

Aftermath

Super Shops continues to hold a place of significance among its former customers and staff. At its height, the company employed over 1,300 individuals; over its operational span from 1963 through 1998, more than 15,000 people worked for or were connected to the organization. Numerous online groups and vendors actively preserve the company’s heritage through memorabilia collections and social media platforms.

Commercials

Super Shops allocated substantial resources to radio advertising campaigns featuring announcer Doug Collins who promoted weekly parts specials accompanied by hard rock music and drag racing sound effects. Initially utilizing stock music inspired by Santana's "All I Ever Wanted," founder Harry Eberlin later commissioned original custom compositions to strengthen the brand’s identity.

External links