The End of an Era: Why Ralph’s Bricks is Now Brick Separators
For years, the name "Ralph’s Bricks" was a staple in the LEGO reselling community. But recently, followers noticed a major change. Ralph sat down with Brick Dynasty to discuss the "end of an era" and the strategic rebrand to Brick Separators.
If you’ve ever wondered what goes into a major LEGO business rebrand or how top BrickLink sellers manage growth, this behind-the-scenes look offers invaluable insights.
Ralph’s Bricks is Now Brick Separators.
Moving Beyond the "Hobby Store" Feel
The original name, Ralph’s Bricks, was created in a rush back in 2017. While it served Ralph well for years, he felt it carried a "personal brand" or "hobby store" vibe that didn't match his current full-time operations.
"I wanted to rise up alphabetically in that BrickLink order," Ralph explained. By choosing a name starting with "B," the store now appears higher in search results when buyers are looking for multiple parts from a single vendor.
The Power of a Professional Experience
The rebrand wasn't just about a name; it was about the entire customer journey. From the custom, "fun" confirmation emails Ralph’s family used to send to the new, more professional tone of Brick Separators, the goal is to build a brand based on reputation and trust.
"A brand is the discussion people have around the name of your company because of what you offer them. That’s what I’m trying to provide." — Ralph
Insights from the Seller Meetup
Ralph also shared details about the exclusive seller meetup in October, which brought together major names like Noah from The BrickShed Australia, Chris from Great Brick Lab, and Just a Brick in the Bucket.
Key Takeaways for Sellers:
The Future of Automation: Ralph witnessed a demo of a new LEGO sorting machine by Spencer. Initially a skeptic, Ralph is now planning to be one of the first buyers to help manage his massive inventory.
Managing Burnout: One of the most bonding moments of the meetup was discussing the mental toll of being a one-man operation. Ralph emphasized the importance of consistency over intensity—something a lot of us can benefit from.
Strategic Pricing: Ralph has moved away from simple "base up/down" pricing. He now uses the sell-through rate of specific parts to determine value, ensuring popular parts stay competitive while slower movers are priced to sell.
What’s Next for Brick Separators?
While the name has changed, the family-run heart of the business remains. Ralph’s mother still helps with "therapeutic" sorting, and his wife and children are still involved in the warehouse operations.
As the LEGO secondary market continues to grow—with over 1.2 million new users projected on BrickLink this year—Brick Separators is positioned to grow right along with it.
Want to hear the full story? Watch the complete interview on the Brick Dynasty YouTube channel and visit the new Brick Separators website to see the rebrand in action.
