There are several companies who deal with military surplus, but one in particular has stood the test of time. Evolving from humble beginnings in a chicken coop to becoming a thriving e-commerce business, Coleman's Military Surplus has been providing value and unique finds to customers for over 50 years. With such a rich history, sales manager Adam Hoke had plenty to share about the Pennsylvania-based company and the ever-changing industry of military surplus.
The Origins of Coleman's Military Surplus
The story of Coleman's Military Surplus begins with its founder, C.S. Coleman, who lives just 200 yards from where Adam Hoke sat for his interview. After the Korean War, there was an abundance of military surplus available in the United States. The founder lived close to several military bases, including the New Cumberland Army Depot. That close proximity brought about a rather fruitful opportunity.
While holding down a regular full-time job, Coleman began selling Korean War-era surplus during weekends. His entrepreneurial spirit and keen eye for a deal led him to expand, eventually turning the weekend side-hustle into a full-fledged business. Military surplus has remained at the core of his company throughout the years, even as they branched out into scrap and industrial items.
“But he was always a salesman type of guy. If he saw a lawnmower at the side of the road and thought he could make two bucks on it, you know, he would. So he had heard about these military surplus auctions going on and thought, ‘Hmm, you know, I'm going to give that a try.’”
“And yeah, you know, one thing kind of led to another. When the second generation owner, who is now the owner, took over, he, of course, thought big. And in 1999, he took the company online, which was a huge move because at the time, most military surplus stores were just brick and mortar.”
“He took that chance and they started to mail paper catalogs as well to, you know, whatever addresses that they had. They produced a small flyer in-house and they would mail a catalog out and hope for the best.” - Adam Hoke
Adam Hoke with some of the Coleman's Military Surplus team.
Navigating the Challenges of E-commerce
As the company transitioned to an e-commerce model, they faced numerous challenges in reaching a nationwide clientele, particularly in keeping up with the latest trends and technologies. This became very evident during the COVID-19 pandemic. With the surge in online shopping, Coleman's had to quickly adapt to meet the heightened demand.
“You had to have all of the technical resources functioning at a high level to take advantage of all that business. So it was a challenge to scale that at the time because while we had a good business, it was only set up to do this much business. So when COVID hit, we really had to kind of retool some things on our property even.”
“In today's world, we call it the Amazon effect. People expect their packages fast, they expect them accurate, and they expect shipping to be at a low cost. So it was a real challenge to kind of live up to those standards and meet the demand that came with the COVID surge, we'll say. So that was a challenge, definitely.” - Adam Hoke
To meet these expectations, Coleman's had to retool their operations, even closing their retail store to expand their shipping department. The flexibility and willingness to change in the end, allowed them to thrive during a challenging time.
Providing Value and Unique Finds
For Adam Hoke, a typical day at work means ensuring that the company continues to add value to customers’ lives. After ensuring that his family is taken care of, he arrives at the office and checks in with various departments. That includes the sales team and shipping. Eventually, Adam sits down at his desk and looks over any overnight reports. He tries his best to keep a close eye on trends because of the finite nature of their products.
“We do get numerous support tickets through our website ranging from offers, you know, hey, I have this for sale, to maybe a big wholesaling query, to just general customer service. And it's a really good way to kind of keep your pulse on the business.”
“I read every single customer review that comes in, because that's another great way to take the pulse of the business.” - Adam Hoke
Their military surplus consists of items big and small.
Sourcing the Surplus Inventory
The majority of Coleman's Military Surplus inventory comes from government surplus auctions, a practice that has remained constant throughout the company's history. They also work directly with government contractors and purchase items from individuals who reach out to them online.
One of Coleman's most popular items is an item from the 1950s called the Mickey Mouse boot. It’s a vapor barrier boot with a super thick sole, useful for ice fishers, meat packing workers, and the like. Adam and his company have shipped the boots to all 50 states, to Canada, and other places in the world.
These are famous "Mickey Mouse" boot.
“They still make a few, but the heyday ended in the early 90s.” - Adam Hoke
Other bestsellers include high-quality socks, pouches, bags, and military-grade ratchet straps. However, the company has also dealt in its fair share of unique and unusual items. Adam can remember selling antique copper map plates from the early 1900s, commemorative coins, a horse, and even an airplane propeller.
Coleman's getting a fresh shipment of military surplus.
The Future of Coleman's Military Surplus
As Adam looks to the future of the company, he can’t help but recount the past. He’s accumulated plenty of amusing anecdotes throughout the years. One of his favorites came from a customer who was concerned about his missing package, a package that was labeled "keep frozen." Adam is no stranger to these sorts of calls. He suggested that the customer check around with neighbors. He did, and about a day or so later called back. He discovered that a well-meaning neighbor had placed the box in their own deep freezer. The neighbor just didn’t want the box to dry out. And to make the story even funnier, turns out the package was a only cold weather parka.
He also recalls a nerve-wracking experience in Europe, where he found himself driving to a remote warehouse with a contact whose English was limited, and he didn’t know what to expect. Thankfully, the warehouse was filled with legitimate European military surplus, making for a memorable business trip.
All of those funny memories wouldn’t have been possible if not for meeting the founder when Adam was still working as a car salesman.
One of the military vehicles sold by Coleman's Military Surplus.
“And I worked at a car dealership as a salesperson, and I started washing cars there and worked in the parts department, and worked in the sales office, and went to the car auctions eventually. I had a good customer, and his name was Mr. Coleman. He owned this business, and I sold him a few vehicles. ”
“He kind of caught wind that I wasn't too thrilled about working almost 80 hours a week and he said, ‘I'm getting a little bit older, I don't want to work forever, and I'm going to need a guy. I'm going to need a guy and here's what I can do for you. And here's what we do.’ And I said, that sounds interesting.” - Adam Hoke
These days, e-commerce is starting to implement more artificial intelligence into business operations. Coleman’s Military Surplus is following suite. Alongside that change has been a shift in consumer trends, with younger customers becoming more interested in affordable, high-quality outdoor gear. Adam is taking note of all of this with excitement and gratitude. With the economy being in tough shape, he appreciates knowing that more and more customers realize they don’t have to pay premium prices to the great items.
“Yeah, I've seen a few trends over the years. And I think probably the most refreshing one is that people are starting to realize that you don't have to buy premium gear from a major retailer and pay.”
“When they see they can get a nice military-grade tent for their adventures at a really great price, it catches on.” - Adam Hoke
A military grade tent and other items.
Conclusion
From their origins in a chicken coop to their current status as an e-commerce leader, the story of Coleman's Military Surplus is one of adaptability and providing value. And with Adam Hoke at the helm, the company is poised to continue evolving and thriving.
For those new to government online auctions, he has some simple advice to offer.
“I would say don't be afraid to take a chance first and foremost. And do your homework. You know, you always have to do your homework. Don't forget about buyer's premiums. Don't forget about transportation costs. And just have a lot of fun with it. And just remember that if you win the auction, you only paid a little bit more than the last person.” - Adm Hoke
If you’re interested in doing business with Adam’s company, then be sure to check out Coleman's Military Surplus. Or if you’re interested in military-style items along with ambulances, police cars, and more, then take a look at what surplus Municibid has on sale today.
