Spring-loaded for industrial-strength growth

While many of the giants of US manufacturing slumbered during the past two years of economic stagnation, New Berlin industrial distributor JW Winco reckons it made good use of the breather.

While many of the giants of United States manufacturing slumbered during the past two years of economic stagnation, New Berlin industrial distributor JW Winco used the breather to get leaner, more focused, and ready to ride its growing sales crest by launching a new customer-friendly guide to its products - all 14,000 of them.

With 25 successful years of expansion in products and profits under its belt, JW Winco expects to end 2003 with a growth rate of approximately 11%, nearing $8 million, and post even more dramatic results in 2004.

For the past two years, annual sales have reached nearly $7 million, with average growth over the past decade of over 20%.

The company's new engineering manual, with a number of new products, will debut in February.

Each copy includes the full product line on CD enclosed inside the front cover.

It will feature 18 sections of product groupings - everything from pull handles, adjustable clamping levers, spring plungers, handwheels, and knobs to levelling mounts, toggle clamps, and casters.

In addition to the printed and CD version, all products and many new items being added throughout 2004 are shown on the company's website.

"With our new engineering manual, we're going back to our core product groups", explained John Winkler, Jr, CEO.

"It's a leaner, more defined presentation that will simplify the search for products - a reduction to 700-plus pages from two earlier combined versions that were over 1200 pages".

"We've used the past two years to our advantage to do substantial restructuring in sales, marketing, manufacturing, and operations to give us much more capacity through technology.

And now, we're reaping the benefits of those changes.

If we stay the course, as we intend, we'll do well in the coming year", he added.

John, Jr, who has been involved in the family business since shortly after it was founded in 1978 by his parents, today shares the office of President with his two brothers and is mainly responsible for sales and marketing.

Mark, who joined the company in 1992, is Chief Financial Officer in charge of finance, operations, purchasing, and personnel.

Robert, who came aboard in 1994, added his engineering expertise as Chief Technology Officer, covering engineering, manufacturing, and information technology.

Together, they handle daily management, deferring to their parents and board Chairmen John Sr and co-chair, Anne, regarding major capital decisions.

Far more than an industrial distributor, JW Winco is a wholesale distributor and manufacturer with exclusive distribution agreements with noteworthy German and Italian components producers, as well as product distribution rights with US manufacturers.

Now celebrating its 25th anniversary, JW Winco achieved ISO9001:2000 certification three years ago.

In addition to its extensive line of standard machine parts and assembly components, the company's in-house machining division offers its clientele special-manufactured components and complete secondary machining.

When the need arises, JW Winco conducts its own research and produces proprietary products for which it has obtained a number of patents.

"We approach R and D and custom manufacturing on a customer- or market-driven basis", John Winkler Jr noted.

"The more common impetus is generally a customer request.

From there, we consider whether there is a market for this niche item, and what kind of volume we can anticipate.

Other factors include whether we can make it competitively enough, and if it could be sold as a standard part".

"In terms of research, we're always open to new ideas, just as we're always on the lookout for new products.

But our core business remains the distribution of a wide range of machine components, and identifying the technology that will get that product in and out the door most efficiently", he emphasised.

JW Winco customers scanning the new engineering manual would be hard pressed to recognise the skeleton of the original company that opened its doors in 1978.

It began modestly while John Jr was still working for another packaging machinery company owned and operated by his parents.

One day while sourcing machine component parts, John Jr pointed out to his father that other businesses must need these similar components if their company did.

The distributorship then evolved from his office desk.

Part of JW Winco's success lies in embracing advanced technology.

The company's website features its full engineering manual of standard machine components, with over 11,000 two-dimensional CAD drawings that can be downloaded.

Today, JW Winco serves customers throughout the USA, Canada, Mexico, Europe and the Far East.

Most are original equipment manufacturers with products ranging from the packaging machinery industry to the medical equipment industry and makers of construction equipment.

At last count, the company stocked some 14,000 items in both metric and inch sizes and consisting of various metal and plastic materials.

Activity is centred in a 2000m2 modern facility in an industrial park in New Berlin, a suburb of Milwaukee, Wisconsin.

In addition to a skilled technical sales staff, dozens of trained and experienced employees access a highly efficient vertical storage retrieval system and also handle customised orders.

Most orders are shipped within 24 hours throughout North America.

John Winkler Jr credits a dedicated and hardworking employee base, a continuously evaluated product line, exceptional customer service, advanced technology and - equally important - a positive attitude, for the company's healthy growth in the past quarter century.

"We didn't fall back when things slowed down.

We weren't scared away", he said forcefully.

"We increased our customer base, expanded our product application niches, enhanced our ability and flexibility to provide a read-to-assemble finished product, and opened up many new sales channels.

We kept pushing through while others pulled in the reins on so many of the important elements that keep companies in business when things are tough".

"Taking a positive attitude to the market place and using this period to restructure was extremely beneficial.

We've found that a positive attitude is contagious - it spreads everywhere".

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