Strategies_Spring_2025

CUSTOMER PROFILE

Iron Will

Supply Company Overcomes Struggles, Sets Focus on Customer Service

Iron Horse Supply owners Manny and Cecilia Morales celebrated the building of their first official standalone storefront and warehouse in 2023.

I n 2014, Manny Morales and his wife, Cecilia, launched Iron Horse Supply in their garage in Odessa, Texas, with a clear mission: prioritize customers above all else. Starting with essential job site supplies like degreasers, hand cleaners and rope, the business has grown into a trusted one-stop shop for safety, industrial, construction, pipeline and welding supplies.

“I’m not that type of person,” Manny says. “If a customer walks into my store and asks for something I don’t carry, I never say no. If I can find it, I’ll get it to them. Following through on promises is how you win loyalty.” With this philosophy in mind, Manny and Cecilia transformed their garage into a makeshift storage and fulfillment center, laying the groundwork for their business. The early days were challenging, but Manny’s passion for serving his customers kept him focused.

Over the past decade, their unwavering commitment to exceptional customer service has been the cornerstone of their success. Manny’s entrepreneurial journey began with frustration over poor customer service in the supply industry. Immediately after high school, he worked at a local industrial supply warehouse where customers’ needs were often dismissed. Management regularly refused to source products or direct customers elsewhere, an approach Manny couldn’t accept.

18 Spring 2025 • Hardlines Strategies