CollisionRight maintains the local identities of acquired stores while updating operations

As one of the fastest growing companies in the collision repair industry, Collision Law captured attention by expanding to 100 locations in just four years. Under the leadership of the CEO Rich Harrisonthe Ohio company has achieved rapid growth through a combination of strategic acquisitions, operational efficiencies and a focus on maintaining the local identity of its acquired brands.

In an interview with Autobody NewsHarrison shared the strategies that fueled CollisionRight’s rise, the importance of preserving the unique history of local stores, and how the company plans to meet the challenges of further expansion.

A strategic vision for rapid expansion

When Harrison founded CollisionRight in late 2019, he had extensive experience in the automotive industry. “I have spent over 20 years in the automotive glass sector.” he said. “We recognized that collision repair was a very fragmented field ripe for consolidation.”

His timing was opportune – although the COVID-19 pandemic has created widespread uncertainty across all industries, Harrison saw it as an opportunity. “The pandemic was a gift to us,” he said. “It gave us time to plan, grow strategically and acquire stores at a pace that wouldn’t have been possible otherwise.”

The key to CollisionRight’s growth began in markets such as Ohio, which at the time had less competitive intensity from national consolidaters than other parts of the country such as Texas and California.

Harrison’s M&A background also played a critical role. “We had a clear focus: We were investing in collision repair shops in Tier 2 and Tier 3 markets like Erie, PA and Flint, MI,” said Harrison. “This model has worked exceptionally well for us, and we are now positioned for continued expansion into other states.”

The strategy is far from complete. Harrison noted that CollisionRight plans to triple its footprint in five years.

“We’re looking to expand into the 10 states we’re already in, and we’re looking at opportunities in Virginia as our 11th state and elsewhere. Achieving critical mass and density is key to profitability and scale,” said Harrison, adding that the focus will be on acquiring more stores while maintaining a strong focus on recruiting top talent.

Maintaining local identity in a consolidating industry

One of CollisionRight’s distinguishing features is its commitment to preserving the local identity of the stores it acquires.

“I like local branding,” Harrison said. “Some of the stores we have acquired have been around for 75 years, some even up to 100 years. These are neighborhood stores with strong reputations and repeat business and referrals deeply rooted in their communities.”

A commitment to local identity also maintains the trust and relationships these stores have fostered over decades. CollisionRight integrates the acquired stores into its common operating platform while allowing them to retain their names and customer relationships.

“It’s a delicate balance,” Harrison said. “We want to modernize and streamline operations, but we also want to honor the history that makes these stores unique. That’s why we rely on systems like CCC to help us manage operations while respecting the local heritage of each store.”

Navigating workforce and culture challenges

As CollisionRight expands, expanding workforce management has become a central challenge. “When we had four stores, it was easier to manage the workforce and maintain a cohesive culture,” Harrison said. “Now with 101 stores, keeping everyone engaged is a bigger task.”

To address this, Harrison emphasized the importance of leadership and employee engagement.

“If people are engaged, they put 30 percent more discretionary effort into the workplace,” he said. “My vision is to provide the best possible customer experience and make our stores the best places to work.”

To ensure this, CollisionRight periodically conducts employee surveys — six-minute questionnaires that employees can complete on their phones — to gauge satisfaction and areas for improvement. Surveys are a quick and effective way to ensure they stay in touch with their team members’ needs.

Creating a strong company culture in such a diverse network also requires intentional leadership. “It comes down to great leadership at every level,” Harrison said. “Our store leaders must understand the company’s vision and make it their own, while maintaining the unique culture of their local market.”

Leading the way in technological advancements

Beyond growth and culture, Harrison sees technological innovation as a key differentiator for CollisionRight. The collision repair industry is rapidly evolving, especially with the growing need for vehicle calibration and scanning.

“Calibration is huge for us,” Harrison said. “We want to make sure the vehicles are properly scanned and calibrated. That’s why we set up 360 ALIGNour mobile fleet that provides calibration services for our stores.”

CollisionRight performs scans for more than 90% of repair requests, a critical step in ensuring high quality repairs.

“As we continue to expand, investment in new technology will be critical,” Harrison said. “The industry is moving towards more sophisticated diagnostics and we want to lead the charge in this area.”

CollisionRight’s success is about responsible growth, preserving the unique identities of the stores it acquires, and staying ahead of the curve in an ever-changing industry. With a clear vision for the future, the company appears well-positioned to continue its upward trajectory while remaining true to its local roots.