Efrahm Inc began the way a lot of Main Street stories do: one store, a tight budget, and a family willing to work the long hours. Over time, that single store grew into a small portfolio of brands—Doodle Doo Bakery, eHerbz Organic Spice Market, Fritz’s Outdoor Discounts, Home + Kitchen, and our engineering services arm.

Instead of chasing the latest trend, we’ve built our businesses the slow way: talking to customers, learning what actually sells, and reinvesting back into our people and communities.

Retail & E-commerce

We own and operate local retail brands that serve everyday families:

• Doodle Doo Bakery – handmade dog treats and fun pet retail.
• eHerbz Organic Spice Market – organic spices, teas, and pantry essentials.
• Fritz’s Outdoor Discounts – fishing, hunting, and outdoor gear at family-friendly prices.
• Home + Kitchen – kitchen tools and home essentials for real-world cooking.

Engineering & Field Service

Through our engineering arm, we support OEMs and manufacturers with:

• PLC troubleshooting and controls upgrades
• Machine commissioning and documentation
• On-site and remote support to keep production running safely and efficiently

What we believe

• Family first. We’re a family business, and we treat customers, employees, and partners like they’re part of that circle.

• Straightforward and honest. Clear pricing, clear communication, and owning our mistakes when they happen.

• Hands-on leadership. We don’t manage from far away—you’ll find us in the stores, on the shop floor, or on the road visiting customers.

• Long-term thinking. We’re building businesses we’d be proud to hand to our kids, not something to flip at the first opportunity.

Meet the Frahms

Efrahm Inc is led by the Frahm family, who split their time between running the stores, supporting engineering projects, and managing the company’s overall direction. Whether you’re picking up treats at Doodle Doo Bakery, grabbing tackle at Fritz’s, or talking through an engineering project, there’s a good chance you’re dealing directly with one of us.

Our History

History of Efrahm Inc

Efrahm Inc began in the late 2000s at Ryan’s parents’ house with a laptop, a phone, and a lot of hustle.

In 2009, new technologies like VoIP and website design were starting to take off. As a young company, Efrahm Inc went door-to-door talking with local businesses about getting them online. The market was crowded with web design services, and VoIP was so new that many customers didn’t fully understand it yet—but those years taught us how small businesses think and what they need to grow.

By 2011, Efrahm Inc shifted its focus toward tech support and software. Once the company leaned into support work, it stabilized and began signing contracts in the Frankenmuth area. We added call-center style support to help those businesses keep their systems running.

In 2014, Efrahm Inc moved away from face-to-face tech support and concentrated more on third-party campaigns and call-center support. That phase gave us experience managing large volumes of customer interactions and working behind the scenes for other brands.

By 2016, it became clear that there was a higher margin—and a clearer future—in selling products through e-commerce instead of relying only on service contracts. Shifting our focus to online selling led to strong growth, with the company achieving around 8% growth that year.

In 2017, Efrahm Inc stepped fully into retail by buying out World Organics Spice Market, which became the foundation for what is now eHerbz Organic Spice Market—our first store brand. eHerbz started online and then moved into its own physical location so the business wouldn’t depend on just one channel. Over time, we expanded the selection to include organic spices, teas, pantry staples, and our own Frahm’s Family Jam, putting the family name directly on the shelf.

In 2020, we took over Doodle Doo Bakery from another family. The shop was originally called Doodle Dog Bakery, but as we began adding more cat products and broadening the pet offering, we rebranded it to Doodle Doo Bakery to better reflect a fun, all-pets welcome bakery and retail experience.

In 2021, Sheila spotted an opportunity on the outlet side: a kitchen and home store focused on deals. We opened the store as Kitchen CloseOut, but quickly realized the name made people think we were going out of business. To eliminate that confusion and position it as a long-term brand, we rebranded to Home + Kitchen, focusing on practical, value-driven tools and essentials for real homes.

In 2023, the portfolio expanded again with Fritz’s Outdoor Discounts, bringing serious deals on fishing, hunting, and camping gear to everyday outdoor families. Located at Birch Run Premium Outlets, Fritz’s honors the memory of Fritz Diedrich and makes quality equipment more affordable.

By 2024, the focus turned to scaling our online presence—improving our websites, tightening operations, and using e-commerce to grow all of our brands beyond the four walls of each store.

Alongside all of this, there has always been a second language in the background: engineering. From troubleshooting machines to thinking through better ways to build and display products, the Frahms have always been wired to manufacture, tinker, and improve. That mindset led to a dedicated engineering side of the company—field service and controls work that not only stands on its own, but also feeds back into the retail brands. Today, Efrahm Inc uses engineering and new technology to support its stores, from better inventory systems to smarter layouts and tools that improve how Main Street retail actually runs.

From VoIP and web design, to call-center support, to e-commerce and multiple retail brands, Efrahm Inc’s history is all about adapting, diversifying, and staying focused on real businesses that serve real people—keeping Main Street strong without chasing Wall Street hype.