Schaefer Brush: Building Trust With Customers

President and CEO Gonzalo Martinez Offers Insights on the Schaefer Brush Approach

By Bob Lawrence

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When discussing a legacy in the brush industry, Schaefer Brush stands out with a unique history and ownership structure. Founded in 1904 in Milwaukee, Wisconsin, Schaefer Brush was family-owned until nine years ago. In 2015, Milwaukee-based private investment firm Blackthorne Partners acquired the company. Former President Harold Schaefer remarked, “Our family spent 110 years developing and nurturing Schaefer Brush Manufacturing, so when it came time to sell the business we wanted buyers who would respect that legacy. Blackthorne Partners offered us just that.”

In 2019, Blackthorne also acquired Chicago's E. Gornell & Sons, a 132-year-old industrial brush manufacturer, and integrated its operations under Schaefer's management. "The purchase of Gornell," notes President and CEO Gonzalo Martinez, “has enabled Schaefer to provide customers with a more comprehensive product line of industrial and maintenance brushes. Design capability, manufacturing technology, and customer service have improved through the synergy of these two companies.”

Following the merger, Martinez now leads both companies, which share the same Waukesha-based administrative team, including customer service, sales, marketing, accounting, and engineering. "The team visits Gornell in groups a few times a week or as needed to work more closely with the production team there," he explains.

Martinez's leadership role with Schaefer began on December 1, 2021, following over 20 years of experience in sales, marketing, strategic planning, operations, and business development. Prior to joining Schaefer, he was the Vice President of Pferd, Inc.'s North American headquarters in Milwaukee.

When asked why he took the position at Schaefer, Martinez says, “Taking the reins as CEO and President at Schaefer and Gornell Brush was more than a career move for me—it was a deliberate choice fueled by the company’s exceptional commitment to creating standout customer experiences. Having dedicated my career to customer-centric roles, the opportunity to lead a company that prioritizes customer satisfaction and enduring relationships resonated deeply with me.”

What energizes him about Schaefer and Gornell is their “relentless dedication to not just meeting but exceeding customer expectations. This aligns seamlessly with my vision for the company, and as CEO, I am eager to guide a team that shares this commitment to going the extra mile for our customers.”

Building Trust With Local Sourcing

In highlighting the company's emphasis on manufacturing its brush products in the U.S., Martinez states, “Emphasizing 'Made in America' reflects our commitment to delivering high-quality products. We understand that our customers value durability and reliability. Manufacturing in the U.S. ensures rigorous quality standards, providing them with brushes that meet or exceed their expectations.” He adds, “Our manufacturing flexibility allows us to customize products efficiently. Whether it's a specific brush design or a tailored solution, our customers can rely on us to meet their individual needs.”

Martinez emphasizes that it's not just about the products' origin but also about building trust. Schaefer seeks to establish a strong and enduring relationship with customers, assuring them that they are investing in a brand that values quality, integrity, and customer satisfaction.

“Brush manufacturing often involves a degree of customization based on specific client needs, industry requirements, and quality standards,” says Martinez. “Companies that emphasize customization and specialized brushes may find value in local manufacturing, where they can closely collaborate with clients and respond quickly to changing demands. Brushes are precision tools, and maintaining consistent quality is crucial. Schaefer Brush prioritizes domestic production to have more direct oversight and control over the manufacturing processes, ensuring adherence to strict quality standards.”

Specialization is Key

Schaefer’s sales footprint spans North America and the global market, with around 80 percent of sales dedicated to the American market, according to Martinez. Approximately 20 percent of sales are global, with Europe and Asia being the largest international markets.

Schaefer Brush’s products address a wide range of cleaning, finishing, and surface preparation challenges across various industries. Specializing in industrial brush manufacturing, the company excels in innovating and enhancing automated cleaning processes. Its custom brush manufacturing division collaborates with companies to design and create innovative cleaning solutions.

The largest share of Schaefer’s production is OEM, covering automotive and aerospace industries, followed by metalworking, power generation, and HVAC. Their expertise and specialization in these areas are well-recognized.

“Specialization allows us to understand the unique challenges and requirements of each market. OEMs, power generation, and HVAC are industries with substantial industrial applications. Brushes play crucial roles in these sectors for tasks such as cleaning, polishing, deburring, and ensuring the efficient functioning of machinery and equipment,” says Martinez. “These industries are core components of many economies, and there is a consistent demand for products and components that support their operations. By focusing on these markets, Schaefer Brush aligns with sectors that have ongoing and essential needs for their products. Our specialization has fostered long-term relationships with clients in OEM, metalworking, power generation, and HVAC, contributing to consistent business and customer loyalty.”

Competitive Industrial Brush Sector

The industrial brush manufacturing market is highly competitive, given the extensive range of applications and industries it serves, including manufacturing, metalworking, automotive, and aerospace. “The diversity of applications often leads to a competitive landscape as companies strive to serve specialized needs within each sector. The demand for customized brushes tailored to specific industrial processes and applications drives competition. Advancements in brush materials, manufacturing technologies, and design contribute to competition. Price sensitivity, regulatory compliance, quality, and durability all add to a competitive industry,” Martinez explains.

Amid this competition, Schaefer stands out for its “Customization and specialization,” Martinez explains, emphasizing that Schaefer and Gornell provide “customizable solutions that cater to specific industry needs and applications. We understand the unique requirements of different sectors and deliver tailored brush solutions. Our brushes withstand harsh industrial conditions and provide consistent performance. While quality is crucial, our competitive pricing and value-added services set us apart from our competitors.”

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Tackling Recent Challenges

Inflation has impacted manufacturers and consumers alike, and for Schaefer, Martinez identifies raw material costs, labor expenditures, and operational expenses as areas affected by inflation. “Armed with data-driven insights, we swiftly transitioned to strategic cost management to optimize operational efficiency while mitigating the impact of inflation on our costs,” he says.

Addressing supply chain issues, Martinez initiated a comprehensive supply chain optimization program. This involves negotiations with suppliers, diversification of sourcing strategies, and relentless pursuit of operational excellence to mitigate disruptions and enhance resilience. “A cornerstone of our strategy is transparent communication with our valued customers. Open dialogue about necessary adjustments to product pricing and offerings became imperative,” Martinez adds.

Additionally, the company focuses on strategic investments in technology, process enhancements, and initiatives to bolster itself against economic challenges.

In manufacturing its industrial brushes, Schaefer uses a variety of high-quality raw materials. Bristles are made from metals like steel, stainless steel, bronze, and brass; natural fibers such as hog hair, horsehair, or plant fibers; and synthetic materials like nylon, polypropylene, or abrasive materials for specific applications.

The wires used in its brushes are made from steel, stainless steel, brass, or other alloys based on required strength and corrosion resistance. The base or backing of the brushes is often made from wood, plastic, or metal, depending on the application and durability requirements. According to Martinez, “Schaefer has experienced significant price increases affecting the majority, if not all, of the raw materials it buys.”

Innovation and Customer Satisfaction

In terms of production output, Martinez states, “In a market where one-size-fits-all doesn’t cut it, our company takes pride in the fact that nearly 40 percent of our sales are customized products. This signifies our commitment to providing bespoke solutions that address the individualized needs of our clients. Whether it’s tailoring specifications to unique requirements or creating personalized designs, our emphasis on customization showcases our flexibility and responsiveness. This significant portion of our product offerings being custom underscores our dedication to innovation and customer satisfaction. It’s about exceeding expectations by delivering products precisely aligned with the diverse preferences and specifications of our valued customers.”

Expansion Opportunities

Schaefer's 70,000 sq. ft. facility, housing offices and production, is located on five acres in Waukesha, Wisconsin. It offers ample room for growth, and the company is actively considering expansion plans to strengthen its market position and accommodate the evolving needs of its customers. Martinez explains, “We are exploring opportunities to enhance both our office and production facilities. Leveraging a growth-oriented approach allows us to meet increased demand and capitalize on emerging market trends. The decision to expand is driven by a strategic vision for the future. We aim not only to meet current customer demands but also to position ourselves for sustained growth and market leadership proactively.”

The Gornell production facility in Chicago spans 30,000 square feet.

The Importance of Technology

When asked whether Schaefer has reached its pinnacle in product manufacturing and custom brush making, Martinez asserts that the company believes, “The pursuit of excellence is a continuous journey. While we take pride in our current achievements and product quality, we firmly believe in the importance of ongoing research and development.”

In Waukesha, the company employs 40 people, and in Chicago, there are 30 employees. Both facilities utilize automation. “Embracing cutting-edge technologies is crucial for our company’s leadership in the brush industry,” says Martinez. “We strategically integrate automation in our production processes to enhance efficiency, precision, and overall output. Our approach is to leverage automation where it brings the most value, enabling our skilled workforce to focus on tasks requiring creativity, problem-solving, and a human touch. This combination of automation and skilled labor ensures optimal production, maintains product quality, and positions us as an industry leader in both innovation and craftsmanship.”

Recruiting and Labor

Regarding employee recruitment, Martinez acknowledges that it has been an issue at both facilities, with Waukesha facing more challenges due to very low local unemployment rates and a competitive manufacturing landscape. Schaefer’s strategy for employee retention includes:

• Ensuring that compensation and benefits packages are competitive within the local market, including salary, healthcare, retirement plans, and bonus programs.
• Establishing partnerships with local technical and vocational schools in Waukesha.
• Offering career development opportunities, training programs, mentorship opportunities, and support for continuous learning.
• Collaborating with local job placement services and staffing agencies specializing in the Waukesha region.
• Promoting a healthy work-life balance with reasonable working hours, flexible work arrangements, and remote work options.
• Fostering a positive and inclusive work environment where employees feel valued, respected, and supported.
• Investing in leadership development programs and ensuring that employees feel aligned with the company’s values and mission.

As 2024 begins, Schaefer celebrates its 119th year. Martinez credits the company's longevity to factors such as adaptability and innovation, quality and reputation, a customer-centric approach, employee engagement and expertise, strategic leadership, strategic partnerships and collaborations, and continuous improvement.

Learn more about Schaefer Brush at www.schaeferbrush.com and Gornell Brush at www.gornellbrush.com.

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