Local Spotlight: the DiPietrantonio brothers

Thirty years ago this month, three brothers from Saco decided to take the plunge and open a new business on Main Street in Biddeford.

Times have certainly changed since 1994, but the name and the men behind that name have stayed the same. The risk they took 30 years ago has paid off, making their business one of the most recognizable local businesses in the downtown area.

Peter, Mark and Robert DiPietrantonio -- the Threes Ds behind the name of Three D’s Variety -- say hard work, perseverance and a little bit of family inspiration helped them achieve their dream.

Today, their relatively small shop, located on the corner of Main and Washington streets, is often bustling with activity seven days a week, a mecca of sorts for loyal clientele and others seeking a measure of convenience in downtown Biddeford.

Peter DiPietrantonio, the oldest of the three brothers, said they had to be creative in order to put themselves on the map.

“When we first opened, we were selling cartons of cigarettes at $14.99,” he said. “Our cost, including volume discounts, was $14.74 per carton. So, we were only making 25 cents on every carton sold.”

Today, 30 years later, the average cost for a carton of brand-name cigarettes is roughly $85 per carton.

Middle brother Mark DiPietrantonio explained that the discounted cigarette prices drew customers in from all over northern York County.

“It was good foot traffic,” he said. “And when they came in, they might buy a beverage or something else. We became sort of famous.” (Laughs)

The brothers say they were inspired to open the store by their late uncle John Rigazio who owned several convenience stores in Maine and New Hampshire.

Three D’s Variety was originally located four doors away from their current location and was a much smaller storefront.

“Yeah, we outgrew that space pretty quickly,” said Robert DiPietrantonio, the youngest of the three brothers. “I think it was just two years after we first opened that we knew we were going to need a bigger store.”

The sale of cigarettes really put you guys on the map.

“Our goal when we started was to have the lowest prices possible,” Peter explains. “At one point, our store sold more cartons of cigarettes than any other store in the state of Maine. Not anymore. (Laughs)

Downtown Biddeford has undergone dramatic changes over the last 30 years. How have those changes impacted your business?

“When we opened 30 years ago, there were a lot of empty storefronts in the downtown area,” Peter says. “But back then, there were still people working in the mill buildings and many of them were our regular customers. And you need to consider that our rent was $500 per month back then and we were getting roughly $800 per month in sales incentives from Philip Morris.

“All the revitalization, new businesses and downtown activities have all been good for us. The more people coming to downtown, the better our business is.”

Over the last 30 years, you guys have kept pretty good pace with consumer trends. How has your product line changed over the last three decades?

“It’s still mostly cigarettes, beer and lottery tickets --- lots of lottery tickets, but we have made several changes,” Robert says. “Just look at our beer selection, we have a lot of craft beers, seltzers and flavored waters. Those things were not common 30 years ago.

“But we also sell a lot of incense, a lot of incense. Who would have thought?” (Laughs).

There is no question that downtown Biddeford’s demographics have changed dramatically, from a working-class, low-income base toward a more upscale consumer who now goes downtown for gourmet cheese, hand-crafted garments and upscale restaurants. Do those new shoppers also visit your store?

“Absolutely,” Peter says. “We knew and still know that we have to adapt to our climate. We get a lot of people stopping in for beverages or snacks. They may not be buying cigarettes, lottery tickets or liquor, but they are coming into our store and spending money.”

Robert adds: “Now that people are actually living in those downtown mill buildings, we have seen an increase in foot traffic. Those residents want the convenience of buying batteries, Band-Aids, aspirin and things like that.”

Peter DiPietrantonio says all the new businesses opening in the downtown area have been nothing but good for Three D’s Variety.

“Just about everything happening in downtown has been very good for us,” he says. “But there are still some problems that I wish we could get fixed.

“Thirty years ago, we didn’t have people sleeping in the streets and in our entryways,” Mark says. “We want to be helpful, but it is a problem.”

What about parking changes in downtown?

Robert shrugs, and says, “What are you going to do? People still come here. Sometimes when City Theater has a play or something, parking gets a little tight, but it’s not been a huge problem.”

Since you are brothers, do you ever struggle with sibling rivalry? Or family disputes?

“No,” Peter answered. “We actually get along really well. When we were younger, we used to make a lot of our own home movies and had a lot of fun doing that. So, we have a pretty good bond.”

Peter and Robert can be found working at the store every day of the week, but middle brother Mark has another full-time job, working for the phone company, a job he has held for 37 years.

What should people know about your store?

“I think we offer really good customer service,” Mark says. “We know many of our regular customers by name. We treat people, especially our employees, like family. We’re really lucky to have some great employees helping us.”

Why didn’t you name the store Three DiPietrantonio’s Variety?

“Are you kidding,” Robert says with a laugh. “It wouldn’t fit on the sign. People have a hard time pronouncing our last name, never mind trying to spell it. (Laughs)

What are the biggest challenges of running a small business?

“The biggest challenge right now is inflation,” Peter says. “You have to be constantly ready to change your prices because your costs are always going up. That’s the toughest part.”

Do you guys feel optimistic about the next 30 years?

“Well, I probably won’t be here then,” Peter says with a laugh. “But I think all of the changes happening in downtown Biddeford are pretty exciting, so I feel optimistic about the future.

“Things downtown are only going to get better. I love it when they have things going on, like festivals and art shows. Stuff like that brings more people downtown.

“We’ve seen a lot of businesses come and go since we opened our store. You have to be ready to work hard. You have to be constantly keeping an eye on it. It’s not easy, but it is rewarding.”

Randy Seaver is a cranky, nearly insufferable malcontent living in Biddeford. He is a retired newspaper editor and the principal of a small strategic communications consulting firm. Randy Seaver can be contacted at randy@randyseaver.com.