I'm not talking about the "oh, I bought this pair of shorts, and they fit me super good so I think you should buy them too" type of thing. I mean the "this company did this pretty great thing so I'm going to support them if I can".
For example, there's a local bike shop round these parts that really earned my trust after finding a pretty fatal flaw in a wheel when I had just taken the bike in for a minor adjustment to an unrelated part.
I also happily endorse a company that makes a special brace for a leg/foot problem that I have. They've hooked me up with a rush replacement when it broke and I wasn't able to get around well.
Let's hear which companies have done you right, and let's hear why!