case study
Focus Camera
Roof Lifting Gives E-commerce Powerhouse Focus Camera the Space They Need to Grow.
Project Highlights
- LIFTEX lifted Focus Camera’s New Jersey warehouse roof from 20 feet to 36 feet of clear height.
- Added 16 feet of vertical space and 623,280 cubic feet of usable volume.
- Project completed in under nine months from inception to final inspection.
- Minimal disruption to daily operations compared to new construction.
- Consolidated two warehouses into one facility.
- Achieved a 120% increase in storage capacity.
- Avoided higher property taxes by not expanding the building footprint.
About Focus Camera.
Focus Camera is a leading e-commerce retailer with a long-standing reputation in consumer electronics. The company was founded in 1966 by Abe Berkowitz, the grandfather of current CEO Michael Silberstein.
Over the decades, Focus Camera has experienced steady growth, with major expansion in recent years. The business saw a significant boost during the Covid-19 pandemic as demand for electronics surged.
Michael Silberstein has led the company for 28 years. During his tenure, Focus Camera built a second warehouse in 2015 and earned recognition from Newsweek as the Best Online Shop for more than four consecutive years.
The Problem.
By 2022, Focus Camera’s storage needs had changed dramatically. Cameras, once the core product, had dropped from 75% of inventory to just 25%.
The majority of storage space was now taken up by larger products such as printers, monitors, audio equipment, and personal drones. These items required significantly more vertical clearance.
“Our product mix had changed so much that we needed a lot more space for these larger items,” said Michael Silberstein. “It was clear that our existing warehouse wasn’t going to cut it anymore.”
Non-camera products had increased by 75%, creating an urgent need for additional capacity.
Exploring Solutions.
Focus Camera first explored purchasing and customizing a new facility. After running the numbers, the option proved too expensive.
“The cost was just too high,” Michael explained.
Other options were discussed, including consolidating operations in less practical ways. None offered a viable long-term solution.
The turning point came when Michael remembered a friend who had successfully lifted the roof of a residential bungalow. That experience sparked the idea of exploring roof lifting on a commercial scale.
The team began researching roof lifting solutions and quickly realized it could be the right fit.
Process & Highlights.
Focus Camera Meets the LIFTEX Team
Focus Camera discovered LIFTEX through an online search. Videos, reviews, and customer testimonials stood out immediately.
“The professionalism and expertise of LIFTEX were evident from the start,” Michael said. “We felt confident they could handle our project.”
Clear communication played a major role in the decision. LIFTEX maintained consistent availability and responsiveness throughout the process.
Michael also highlighted the leadership of Matt DeVito, LIFTEX’s lead project manager, and his team for their reliability and coordination.
Project Timeline & Execution
The contract with LIFTEX was signed in January 2023. Focus Camera waited through its busiest season while completing permitting, zoning, and preparation.
Construction began later in the year and took less than four months to complete. By April 2024, the roof lifting project was finished.
The warehouse roof was raised from 20 feet to 36 feet of clear height. This added 16 feet of vertical space and dramatically increased storage capacity.
“The LIFTEX team was extremely knowledgeable and worked seamlessly with subcontractors,” Michael noted. “Everything was done safely and efficiently.”
Minimal Disruption During Construction
One of the project’s biggest advantages was LIFTEX’s phased construction approach.
While one side of the warehouse was being lifted, Focus Camera continued operating in the other section. This significantly reduced downtime.
“It was an incredibly well-coordinated effort,” Michael said. “We experienced less disruption than if we had shut down entirely, which was already preferable to relocating.”
Results & Impact.
Enhanced Efficiency and Capacity
The roof lift allowed Focus Camera to consolidate two warehouses into one facility. This eliminated delays between locations and reduced operating costs.
“We went from storing 2,500 pallets to 5,500 pallets in the same building,” Michael said. “It’s been a game-changer.”
The increased space also reduced staffing needs. With one location instead of two, Focus Camera no longer required duplicate security, property management, or custodial services.
“Having everything under one roof has streamlined our operations tremendously,” Michael added.
Unexpected Benefits.
The project delivered benefits beyond increased capacity.
Shortly after completion, a rare earthquake struck New Jersey in April 2024. The building remained completely stable.
“The building didn’t budge,” Michael said. “LIFTEX’s work gave us real peace of mind.”
Another major benefit was tax savings. By lifting the roof instead of expanding the footprint, Focus Camera avoided higher property taxes.
“In New Jersey, you pay incredible taxes on square footage,” Michael explained. “Lifting the roof saved us a lot of money.”
Endorsement & Future Recommendations.
Focus Camera’s experience with LIFTEX exceeded expectations. Michael has already recommended LIFTEX to other businesses.
“LIFTEX did a phenomenal job,” he said. “I can’t stress enough how impressed I am with their work.”
For companies considering a similar project, Michael offers clear advice.
“It’s not just cost-effective for construction and operations,” he said. “In New Jersey, lifting the roof instead of expanding can save you a ton in taxes.”
This project shows how roof lifting can help growing businesses adapt without relocation, downtime, or excessive costs.
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