With Kingline Equipment establishing itself in its trade area (which covers all or parts of 5 counties in northwest Florida), Todd and Summer King are taking on another challenge — a second location.

Renovations to an existing building are being completed for a New Holland dealership in Baldwin County, Ala., just across Mobile Bay from Mobile, Ala. Bobby Johnson, parts manager at the Cantonment store, will spearhead the new location and Summer King will commute between both stores to manage operations.

The dealership will sell New Holland ag and construction equipment, Toro, Walker and Ferris mowers and Echo and Shindaiwa outdoor power equipment. The Kings obtained the market in Baldwin County from New Holland after the existing dealership dropped the line.

Owner Todd King says it’s a unique market with sod farms, hay-and-forage operations and residential developments. He also expects to get some business from contractors working on the construction of a $1 billion steel mill in the area.

The Kings started thinking about a second location after conversations they had with large equipment dealers, one of them a single-store dealership in Canada that pulls in more than $50 million in sales annually.

“We could never do that with the Florida store, even if we got all of the business. From a synergy and profit standpoint, we need to have a second store,” Todd says. “The market in Baldwin County is better than our Florida territory in terms of the volume. Their volume in one county alone is the same as our whole trade area in Florida.”